Avoiding a F2P Flop: The Analytics Approach

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Today’s Speaker

Mark RobinsonCEO & co-founder deltaDNA

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CPI vs. LTV

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Day One Retention Rates

• On average less than 40% of players return to a free-to-play game after just one session

• 44% have 60 – 80% of players not returning after one session

Many games live with low retention rates and therefore poor lifetime value

The Harsh Economics of F2P

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The Harsh Economics of F2P

Conversion from Player to Payer

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Why players leave your game

6

Appointment Setting

Monetization Blockers

Game Blockers

Rewarding

1st 60 Seconds

Game Complexity

Game Difficulty

Repeat Play

Tasks

Tutorial

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Move the dial

7

TechnicalIssues

TooEasy

Didn’tUnderstand

Tutorial

RanOut Of

Resources

TooDifficult

GoodMomentum

Long 1st

SessionReturn For 2nd Session

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Key Player Behavior Drivers

8

NOT ALL PLAYERSARE THE SAME

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The deltaDNA platform tools

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What is Analytics For?

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● Use 3D Segmentation to define player target lists

● Use LTV Predictor tool to calculate average revenue per install for a range of player demographics and acquisition channels

● With as little as 4 days of data you will gain >90% accuracy

● Focus on valuable engaged players instead of volume

Manage the Whole Economy

Learn which clusters of players offer the best lifetime value: analyze behavioral

traits to optimize acquisition strategy

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Case Study: Segmentation Example

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● 350% increase in engaged users

(playing for more than 10 days in a row)

● 20% improvement in players returning

● Item sales in the in-game store

increased by six times

● 5x increase in number of transactions

● 8x increase in transaction value

Case Study: Use Engagement Tools to Optimize Retention & Engagement

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Optimize the Player Life Cycle

For gaming companies, deltaDNA is the number one tool. It has a lot more potential than other analytics tools we’ve used in the past; for example in A/B testing, push notifications and engagement tools.

Alan SuminaCEO of Nanobit

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Q&A

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