Mobile Games: Understanding and Optimizing Behavior Across Platforms

Sumit GuptaFounder & CEO Bash Gaming

Thanks For Coming!

Vegas, baby!

Thanks For Coming!• Cross Platform Challenges• Metrics That Mattered• Discussion

Shameless Self-Promotion For more than a year, we’ve been:

Top 10 Grossing on iPadTop 20 Grossing on AndroidTop 30 Grossing on FacebookTop 40 Grossing on iPhone Hell yeah!!!

Bingo bash

Top of the charts

25M+ Installs, mostly from western markets!

More than 1.5M people play daily, up to 45K concurrently!

Know Your Audience

11.8%

24.2%

32.9%29.5%

1.5%

13-17 18-24 25-34 35-54 55+

(c) BitRhymes Inc 2013

Know Your Audience

Noobies.. Free stuff is nuff!• Measure everything (Google Analytics/Events, Flurry/Apsalar – events,

Mixpanel cohorts - free!!)– Back your gut feelings up with numbers

• Drive the game based on metrics and user feedback– Listen to your users: this can be your differentiator

Engagement, Engagement, Engagement• Median Session time, games/cards/spins per

session• # of sessions per week• Optimize for time spent

User Acquisition

• Launch in test market• How to know when you’re ready

– Day 7 retention– 7-day ARPU

• Different Day 7 for different platforms

* Source: Flurry Blog

Test Markets Are Viable Worldwide

(Source: SuperData Research)

Social casino revenues from

2011-2012

(c) BitRhymes Inc 2013

First deposits

FB

First purchase < = $2.00$2.50 - $5.00$6-$10>$10.00

Ipad

First purchase < = $2.00$2.50 - $5.00$6-$10>$10.00

Iphone

First purchase < = $2.00$2.50 - $5.00$6-$10>$10.00

(c) BitRhymes Inc 2013

Cross Platform works

(c) BitRhymes Inc 2013

Cross Platform Woes

• User A acquired from platform 1 – Starts playing on platform 2—is it a new user?– Starts spending on platform 2—which platform

gets credit?• Treat each platform independently when it

comes to LTV vs. CPI analysis

Take-Aways

Now with 30% more cheese

Game Design Zen!• DISRUPTION will happen• Think about how to combine

entertainment and skill• Social gaming ≠ Zen• Smart phones and tablets are different• Interactivity matters

Challenge Paradigms

• We have an average session time of 5 minutes on iPhone

• More than 50% people play for 10+ minutes

Smartphone vs. Tablet

• Never cut-and-paste

• Smartphone ≠ Tablet

• Level of engagement is deeper in Tablets

• People play more sessions on iPhone, more session time on iPad

Our User Psychology• Believe they can

– Beat the odds: Design for illusion of control– Predict future

• Don’t like losing– Fix “loss moments"

• Play to feel good– Incentivize repeat actions– Social moments

Questions? Where is the exit

key?

http://bashgaming.com/jobsjobs@bashgaming.com

We are hiring! Left and right