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Bogdan Oprescu City Interactive Metrics for success in F2P games

Bogdan Oprescu City Interactive Metrics for success in F2P games. Who am I. and…. Started in the industry almost 9 years ago 10+ published titles Worked in Ubisoft’s online games division for the last 3 years

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Bogdan Oprescu City Interactive Metrics for success in F2P games

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  1. Bogdan Oprescu City Interactive Metrics for success in F2P games

  2. Who am I and… • Started in the industry almost 9 years ago • 10+ published titles • Worked in Ubisoft’s online games division for the last 3 years • Opened 3 months ago City Interactive’s newest studio in Bucharest Romania, with focus on developing online games I LOVE GAMES !!!

  3. Why Metrics? and… • Can’t manage what you can’t measure • Understand your players and their needs • Help the team prioritize the next deliverables • Allow you to become pro-active rather than reactive • Proper PnL forecasting • Help the management in making business decisions WITHOUT THEM, YOU’RE LOST

  4. Main Metrics in the ARM funnel

  5. Customer Acquisition Cost (CAC) • Category: Acquisition • Used to: Track efficiency of marketing campaign in attracting new players against marketing costs • Efficient when: Smaller than the LTV of a Customer (3x to 5x smaller) • Tools: Website traffic tracking per acquisition stream (From where are the users coming and how many?)

  6. Virality Growth (K-Factor) • Category: Acquisition • Used to: Track efficiency of the virality chain in the spread of attracting new players against the current user base • Efficient when: K-Factor >1 • Tools: Provide the means to the existent players to spread the word and track that activity (from forums, to YouTube channels, Facebook pages and Fan Websites

  7. Daily Active Users (DAU) • Category: Retention • Used to: Track of daily users in the community and calculate the stickiness factor (Stickiness = DAU/MAU) • Efficient when: stickiness is higher than 10-12% and trend is upwards • Tools: Data reports regarding activity inside the game

  8. Monthly Active Users (MAU) • Category: Retention • Used to: Track of monthly users in the community and calculate the stickiness factor • Efficient when: stickiness is higher than 10-12% and trend is upwards • Tools: Data reports regarding activity inside the game

  9. Churn Rate • Category: Retention • Used to: Track how many people leave the game every month/year • Average Value: 20-25% • Tools: Data reports regarding activity inside the game

  10. User Life Time(LT) • Category: Retention • Used to: Track the gamers’ life span into your game • Efficient when: is higher than a minimum of 4 months (avg max LT is around 8 months) • Tools: Data reports regarding activity inside the game (Tableau, Vertica, Gamespy)

  11. Average Revenue per User (ARPU) • Category: Monetization • Used to: Track the gamers’ spending, by dividing the total monthly revenues to the total number of active users • Average value: > 1 EUR • Tools: Data reports regarding activity inside the game + reports from the payment provider (Playspan, Digital River, etc)

  12. Average Revenue per Paying User (ARPPU) • Category: Monetization • Used to: Track the gamers’ spending, by dividing the total monthly revenues to the total number of paying users • Average value: 8 EUR (for niche games, can go up to 50 EUR) • Tools: Data reports regarding activity inside the game + reports from the payment provider (Playspan, Digital River, etc)

  13. Conversion Rate (CR) • Category: Monetization • Used to: Track the gamers’ life span into your game • Average value: 5% (for niche games can go up to 20%) • Tools: Data reports regarding activity inside the game

  14. Life Time Value (LTV) • Category: Monetization • Used to: Track the gamers’ spending across his game lifetime • Average value: 5 EUR • Tools: Data reports regarding activity inside the game and the payment provider reports

  15. Peak Concurrent Users (PCU) • Category: Retention • Used to: Anticipate hosting needs and measure the engagement level of the players • Average Value: 1% out of total registered users • Tools: Server load stats

  16. Fictional Case Study

  17. Large vs. Niche - Fictional Case Study Niche games, if targeted correctly can be a good investment

  18. Things to remember • Metrics are key for the success of your game • Be Proactive not Reactive • ARM funnel really works (if done right) • Let the metrics influence your design but don’t design according to metrics • Design/Create as many metrics as you think is necessary (e.g. Instances per server)

  19. THANK YOU! boprescu@city-interactive.com

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