Analytics is mostly used to get an answer to how updates in games resulted and if there were some uplifts in main KPIs. The aim of the talk is to show some examples of how analytics is also used to define business decisions and updates in games. This talk will show how to get from analysis to an idea and finally to a successful business strategy because decisions should be based on data as much as possible to have a successful game.

1. Mihael Alapić
Head of Analytics @ Nanobit
FROM ANALYSIS
TO BUSINESS DECISION

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About the Speaker
• Master degree in Mathematics
• Data analyst
Fashion Nation: Style & Fame
Hollywood Story®: Fashion Star
• Head of Analytics

3. games released
since 2008
20+
downloads in
total to date
235M
USD revenue
in 2021
45M
YoY revenue growth
from 2016
52% 18-35
target female
age demographics
Nanobit is an award-winning mobile games studio, part of
the Stillfront Group since 2019.
Our mission is to be the leading, most player-centric
narrative and lifestyle gaming studio.
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9. Research
Idea Production
Result
analysis
Use of Analytics
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1. Hollywood Story – FTUE analysis
2. Winked – Monetization analysis
3. My Story – Conversion analysis
4. Tabou – „Bodyguard” story analysis
Research analysis

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1. Hollywood Story – FTUE Analysis
Research insights:
We’ve seen that 5 steps
of our FTUE had lower
completion percentage

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1. Hollywood Story – FTUE Analysis
Idea:
Adding tutorial arrows
Result:
Increased completion rate of
those quests
The number of users that
started quest “8523”
increased by 14%

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2. Winked – Monetization analysis
Research insights:
In comparison with Tabou, Winked had a "slower" conversion curve which means that many users
convert later in the game
LTV increasing much slower  this could be because of our conversion curve

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Research insights:
Conversion offers had a big impact
on general conversion
 41% of payers converted on
conversion offers in first 20
days
 First Purchase – 18.87%
 One-Time Offer – 8.32%
 Welcome Offer – 13.81%
Winked whales buy more expensive
packages than the ones on Tabou
2. Winked – Monetization analysis

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Idea:
Removing all conversion
offers
Result:
LTV day 28 increased by
36%
Conversion stayed the same
2. Winked – Monetization analysis

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3. My Story – Conversion analysis
Research insights:
In the first story on 5th chapter was the
highest gems spend
After just 4 chapters completed, 87% of
payers converted on gems packages

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Idea:
One time offer – cheaper and better
value package than standard IAP
packages for users that were non
payers after 5 chapters read
Result:
LTV day 5 increased by 21%
Conversion day 5 increased by 16%
3. My Story – Conversion analysis

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4. Taboo – „Bodyguard” story analysis
Research insights:
Retention of the story was the best we had
in that time
Drops visible inside 5th, 6th and 8th chapter
Bodyguard had the best special choice
monetization, but spend on outfit was low

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Idea:
Rework of Bodyguard with
focus on those chapters
and outfit choices
Result:
Better story progress
Better monetization in
chapters with new outfits
(10,13,15) and chapters
with different outfit price
(3)
20% increase in revenue
per user for users that
started reading Bodyguard
4. Taboo – „Bodyguard” story analysis

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Analytics should not be used only for
reporting.
There are various ways how to use data for
business decisions to make your game
successful.
You should not be afraid to try it!
Conclusion
”You can’t control what you can’t measure”,
W. Edwards Deming

21. Q&A
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22. Mihael Alapić
Head of Analytics
mihael.alapic@nanobit.com
Thank you!