grow your business with player analytics ben frenkel & shady selim

Grow your business with Player Analytics

Grow your business with Player Analytics

Benjamin Frenkel – Slides CreatorProduct ManagerGoogle Play Games

Shady Selim – SpeakerGoogle Expert

Grow your business with Player Analytics

IDEAS PROTOTYPESSOFT

LAUNCHED GAMES

LAUNCHEDGAMES

SUCCESSFULGAMES

Lifecycle of a game

Grow your business with Player Analytics

Store Listing Experiments

SOFT LAUNCHED

GAMES

Player AnalyticsAchievementsQuestsLeaderboards

Pre-Registration

IDEAS LAUNCHEDGAMES

SUCCESSFULGAMESPROTOTYPES

Alpha & Beta testing

Grow your business with Player Analytics

Alpha / Beta testing

Grow your business with Player Analytics

Open & Closed Alpha / Beta testing

Grow your business with Player Analytics

Player AnalyticsAchievementsQuestsLeaderboards

Pre-RegistrationAlpha & Beta testing

IDEAS PROTOTYPES LAUNCHEDGAMES

SUCCESSFULGAMES

SOFT LAUNCHED

GAMES

Store listing experiments

Grow your business with Player Analytics

“We conducted 25 icon tests in the past 6 months that cost us $50,000 between test fees and the cost of UA campaigns needed to fill simulated pages with traffic.”Rovio

Testing the store listing is expensive

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Store Listing Experiments allow you to testdifferent parts of your store listing page

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Start by testing icons

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Variant C

+91.3%

Variant B

-33.7%

Kongregate tested different icon art, andthe helicopter showed 91.3% increase in installs

VS

Variant A

-31.3%

Control

Grow your business with Player Analytics

Player AnalyticsAchievementsQuestsLeaderboards

Store Listing Experiments

Alpha & Beta testing

IDEAS PROTOTYPESSOFT

LAUNCHED GAMES

SUCCESSFULGAMES

LAUNCHEDGAMES

Pre-Registration

Grow your business with Player Analytics

Player is drivento a developer’s marketing campaign pageand is pointed to pre-registration

Grow your business with Player Analytics

Player seesthe pre-registration page where they can pre-register

Grow your business with Player Analytics

Player is informedthat they will get notifications on launch day of the game

Grow your business with Player Analytics

Player is now pre-registered and sees the official YouTube video for the game and other stats

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The player scrolls down the page and sees that they can share the game with others

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Launch Day: The game is ready to play! The player taps the notification and is taken to the game details page in the Play Store.

Grow your business with Player Analytics

From there, the player can install the game, get the reward, and start terminating!

Grow your business with Player Analytics

Alpha & Beta testing

Store Listing Experiments

IDEAS PROTOTYPESSOFT

LAUNCHED GAMES

LAUNCHEDGAMES

Pre-Registration Player AnalyticsAchievementsQuestsLeaderboards

SUCCESSFULGAMES

Grow your business with Player Analytics

Google Play game services

ACHIEVEMENTS

LEADERBOARDS

SAVED GAMES

PLAYER ANALYTICS

MULTIPLAYER QUESTSGAME

GIFTS

Grow your business with Player Analytics

BombSquadEric Froemling

● One man army that does everything

● Has a very compelling game○ 3M+ downloads○ Awesome retention

Grow your business with Player Analytics

PLAYER ANALYTIC

S

Grow your business with Player Analytics

Impact

Eric identified that sources of tickets

was too high

He made changes to cost

of items & rates ticketswere earned

Rate of tickets used now exceeds tickets earned

Average Tickets earnedAverage Tickets Spent

23

1

+140% +67%

ARPDAU ARPPU

Sources & sink reports

Grow your business with Player Analytics

“Player Analytics has helped me home in on BombSquad’s shortcomings, right the ship, and get to a point where I can financially justify making the games I want to make.”

Eric Froemling

Grow your business with Player Analytics

Time series explorer overview

Compare different types of players

Show time series with selected player events

Show activity for custom events

Show activity for predefined events

Zoom level shortcuts

Organize databy timestampor sequence

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Show time series for common critical moments

Grow your business with Player Analytics

Hovering over shapes shows you extra details

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Events viewer overviewChoose between column and line

chart types

Choose how to aggregate activity

data

Select events to display

Look at activity data by calendar

day or day of weekSelect player

segment

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QUESTS

Grow your business with Player Analytics

Time-basedobjectives for your entire communityof players* New objectives without updating your game

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PBA Bowling Challenge

● Founded in 2003● Headquartered in MN● Flagship title is PBA Bowling● Dedicated community of players

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● Exemplary Quest implementation

● Integral part of liveoperations strategy

Grow your business with Player Analytics

January 2015 Calendar of Promotions

New contentAdvertisementPushSocialQuest New content

AdvertisementPushSocialQuest

New contentAdvertisementPushSocialQuestNew contentAdvertisementPushSocialQuest

Hammer BlackWidow Legend

● Ball● Advertisement● Push● Social● Quest

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Among Quest users, sessions per user improved 14.4% DoD upon Quests acceptance, and 3.7% DoD upon completion

Day beforequest

Day of quest appearance

Day of quest completion

+14.4%

+3.7%

Sess

ion

per u

ser p

er d

ay

Grow your business with Player Analytics

Personalize user experiences based on past and predicted player activity with the Player Stats API

95th percentile spender

60th percentile sessions

Last played 10 days ago

5 minute average session length

20 in-app purchases

>200 sessions

At high-risk of churn

Grow your business with Player Analytics

Player stats API use cases

Janice is a 95th percentile spender who is starting to intensely play another game. Her engagement in ZH2 is dropping.When Janice logs in, ZH2 calls the play games CRM API which identifies her as a high value player that is very likely to churn in the next day.ZH2 displays a special offer of 70% off of the rare Plasma Canon.

Grow your business with Player Analytics

Player stats API use cases

95th spend percentile player, Bobby, leaves game for 10 days.Upon Bobby’s return, you call the Player Stats API that identifies him as a high value player that has left the game for 10 days.You display a special gift of 10 gold coins along with a welcome back message.

Grow your business with Player Analytics

Player stats API use cases

You want to monetize players through incentivized video ads.However, you do not want to show the ads option to highly monetizing players.When John the low monetizing but highly engaged player logs in, you calls the Player Stats API to check if he is eligible for the video offer.

Google Confidential and ProprietaryTitle | Subtitle

Google Play game services

ACHIEVEMENTS

LEADERBOARDS

SAVED GAMES

PLAYER ANALYTICS

MULTIPLAYER QUESTSGAME

GIFTS

Google Confidential and ProprietaryTitle | Subtitle

Thank youBenjamin FrenkelProduct ManagerGoogle Play Games