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Game Monetization

Using analytics to drive. Game Monetization. Roxanne Gibert Product Manager, User Acquisition DeNA Co., Ltd. A Framework for Analysis. Key LTV Drivers Monetization Retention Engagement Virality Re-engagement Metric targets Industry benchmarks Internal benchmarks

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Game Monetization

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  1. Using analytics to drive Game Monetization Roxanne Gibert Product Manager, User Acquisition DeNA Co., Ltd.

  2. A Framework for Analysis • Key LTV Drivers • Monetization • Retention • Engagement • Virality • Re-engagement • Metric targets • Industry benchmarks • Internal benchmarks • Internal target KPIs

  3. Games as a Service • Key points of Analysis

  4. Games as a Service : Sample Charts Users who installed in the last 24 hours distributed by level Total Users who logged in during time period, new and existing, distributed by level

  5. A/B Testing • Virtual Goods • Price points • Conversion points • Leveling curve • Payouts • Level gates • Exchange rates • Hard coin / soft coin per dollar • Metric cannibalization • New features • Promotions • Events Hypothesis: 1. What are the expected results? 2. Which users are being targeted?3. How will this affect my LTV?

  6. Best Practices for A/B testing • Identify target segment • Identify specific KPI to increase • Cohorts • Based on total segment size • Based on test criteria • Analyze success criteria • Measure against control on all key LTV metrics • Allow enough time for a full lifetime cycle • Adjust based on results, start over

  7. Funnel Analysis • User Acquisition Sources • Click to reg • Registration to New User • New User Flow • Tutorials • Monetization Funnels • Purchase flows • Engagement Funnels • Quests • Events

  8. Monetization Planning • Market Analysis • Focusing on your genre • Average session times vary by genre • Spending limits by audience • Expected depth • Competitor economy planning • Can I get more gameplay next door? • UA • By source analysis of LTV • Churn by UA source • Gameplay • New User Experience • Optimizing total steps to explaining core game loop • First user session must be heavily optimized • Measure each step in the User Experience • Monetization Gating • Monetization Drivers

  9. Q&A Roxanne Gibert Product Manager, User Acquisition DeNA Co., Ltd.

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