We all know that analytics are essential to the success of a new title but at the end of the day what do we really need to look at? This session will go over the actionable metrics and reports which allow designers to optimize their games without burning too many cycles. We'll also talk about the psychology behind making IAP enticing to players and ways to increase revenue without damaging the user experience.
3. Making Metrics Actionable
Always know the decisions
Create repeatable reports
Provide a snapshot into health
Keep explorations to email
Beware of false positives and bias
4. A/Best Test Strategy
K.I.S.S. – Keep It Simple Superman
Say no to multivariate tests
Only run one test at a time
Have a testing schedule
Test only new users where possible
Know your acceptance threshold
6. First Time User Experience
From launch to playing in < 20 seconds
No erroneous screens on first play
Have a sweet loading page
Make a perfect first impression
Allow for exploration in tutorial
7. Retention 101
Don’t ever break my routine
Teach me what is in my future
Lots of other games love me
Daily bonus is just okay….
Reward me for lapsing
8. Psychology of Virtual Sales
“Free is a lie and IAP is a scam”
“I’m not sure if I can afford this game”
“I want that but I don’t need it yet”
“Don’t trick me into spending credits”
“If I lose progress then you lose me”
“I spend when my friends spend”
9. Tenants of a Microeconomy
Thou shalt….
Appeal to all player budgets
Allow me to win sometimes
Give me lots of free stuff
Thou shalt not….
Change prices, payouts or xp
Abuse limited time offers
Release only premium items
Give all items game value
10. Simple Player Profiling
There are three types of payers
IAP purchasers
Offer Earners
Free Loaders
Let players decide how they pay
Don’t take away ways to earn currency
Make all players feel like payers
11. Thank you!
Andrew Pearlman
adrenalytics@gmail.com
Happy to consult on your specific product needs
Notes de l'éditeur
If you take these concepts and apply them to your games you will make more money
Don’t compare last week to last quarter.False positives, include your logic and assumptions with all stats
Only one test at a time – Consider days of the week against what you are studying. Acceptance thresholds, what % of users do I need to Launch to
Reward me for lapsingNew users are expensive, delight me to keep me“Long time to see… Here is 100 diamonds”
The first time you ask for money is the defining momentPlayers buy on impulse not desireI spend when my friends spend Notice a user with lots of friends? Make them look premium
Give me lots of free stuff – Currency, bonuses in mystery boxes or exclusive items just for being there. Don’t use misleading marketing copy Show the winners of sweepstakes – “These people won last time, you could be next”
IAP purchase (I will purchase again) Have a $0.99 optionEarners (watch videos, take offers) Don’t limit my earning Free Loaders (cross promotions) Exploit users for chartingOnce you give a user a way to earn currency you cannot take it away
