The majority of developer revenue comes from in-game micro transactions, with money that is spent inside games that are F2P. For the last six years, Nick Berry, Data Scientist, has sifted through the data of all the minnows and whales on every penny spent worldwide on every web-based game on Facebook. In this presentation from Casual Connect USA, he revealed what’s behind the curtain and present this data. Nick proclaimed, “If you have the greatest game in the world and no one knows about it, it is just the greatest game in the world that nobody knows about. Content is king! Distribution is God!” He also reminded the audience that, “It’s cheaper to bring somebody back from the dead than to find somebody new.
By devtodev analysts, Vera Karpova and Vasiliy Sabirov
Currently, product analytics reached a sufficiently high level of development. Many analytical systems are equipped with a variety of tools that will tell in detail how users behave in the application: when they buy, where they live, how much they cost for the company and how they leave.
These tools have become a part of daily life, regular monitoring; assistants in the decision-making process – now it is a must-have for any project.
Funnels and segments don’t surprise anybody anymore, and as in any other business, having reached the top of one reveals a will to go further and improve.
In this regard, the sphere of analytics is no exception, and in the past few years a new kind of data analysis – predictive analytics – began to develop.
You’ll also have an idea of predictive analytics, if you monitor the metrics on a daily or even hourly basis.
For example, you know that usually at 12 a.m. there are about 20,000 users in your game, and today this indicator is much lower. It equals 15,000 users. You understand that there is a trend for decline, which means that it is necessary to find the cause as soon as possible and improve the situation before the indicator falls even more.
Max Clark is Chief Revenue Officer at mParticle, overseeing the company’s sales and growth efforts. Along with the rest of their team, Max works to support leading multi-screen brands in connecting their customer data with the leading marketing, analytics and warehousing tools. Until now, both marketers and engineers have struggled to connect all their data and use it in real, meaningful ways. Max recognized that mobile and the new multi-screen experiences have changed the way businesses approach their data and wanted to be a part of a larger solution for them. mParticle is a company that solves this problem in a way no other company can. This is why, Max asserts, that it is so easy to do his job as CRO, talking to the world’s largest brands about where and how mParticle fits into their business.
Firebase is a mobile platform that helps you quickly develop high-quality apps, grow your user base, and earn more money. At the heart of Firebase is Firebase Analytics, a free and unlimited analytics solution to gain insight into your users from ad click to app usage. Firebase Analytics works with other features such as admob, so you can make smart, data-driven user-centric decisions to grow your revenues by displaying engaging ads to a global audience.
It may still be in the early days, but with a worldwide launch day sellout, Playstation VR might just be the Virtual Reality breakthrough that the games industry has long been hoping for. But worldwide adoption of this futuristic technology will only happen if the games live up to the expectations set by Sony and others. That’s where World War Toons comes in; it’s the first major title from Studio Roqovan, formally known as Reload Studios and staffed by Call of Duty veterans and Disney animators. It’s also one of the first console VR-compatible games to be built around a free-to-play mechanic.
Newton Grant is Vice President, Account Director at Defy Media, a company with an extensive portfolio of digital properties. Newton’s focus is on helping video game companies connect with their largest target audience, using these digital properties. Newton, a graduate of the United States Military Academy and a former captain in the United States Army, has spent the last nine years concentrating on understanding the business of video game marketing.
At Casual Connect Asia, Newton discussed a key target in the growing global F2P mobile market, American youth. According to Defy Media’s Acumen report for this year, even Asian game studios and publishers are focusing on this target audience. Newton’s session included what sources they watch, what devices they use, and more. This session also examined the attitudes of youth toward digital advertising and data about the type of ads they find acceptable.
To learn more, watch this video of the full session.
To learn more about Newton Grant, click here.
In the late 2000s, I was the Marketing Director and shareholder of an online horse racing company called ZEturf. Our customer-centred stance soon made me realise that young customers’ demands between the ages of 18 and 35 were changing radically. Logically, this tied in with the fact that they had been raised with consistently innovative video games, leading up to their current desire to chase after the thrill of playing for money by playing games that were invented a century ago. Their expectations soared higher than a game based purely on luck, anticipating something more ambitious; a skill game, like most video games, that would subsequently enable them to prove their ”supremacy” over their peers and their community.
The question that inevitably arose is why the market was not making immediate arrangements for an offer in view of the rising demand for a new type of game.
Nordeus is now providing their clients with an enhanced user experience using powerful push notifications, resulting in improvement of all key performance indicators, especially early retention. In a session at Casual Connect Europe Miloš Milošević, Data Scientist at Nordeus, described a messaging system that opened up a new channel of communication with Nordeus users. Learn how they have tackled the problem of generating personalized notifications for each user, and then sent them in the right moment, based on their daily in-game behaviour. Miloš introduced best practices, as well as knowledge about message optimization, iteration and testing that can be translated to any game. Miloš explained that “personalization really matters” and advised developers to “really listen to your users”. Since Casual Connect Europe, Nordeus has opened, sourced and released the tool for push notifications called Pushkin.
As part of Casual Connect Europe, Tammy Levy, Director Product for the mobile publishing team at Kongregate, gave a presentation about Kongregate’s findings on effective in-game advertising. Learn how to: track and optimize performance; engage as many players as possible; and give rewards that matter. This talk includes case studies which highlight good and bad ad implementation from Adventure Capitalist, Bullet Boy, Epic Skater, and more. Learn how in-game ads can boost your revenue stream or even become your main source. Tammy pointed out that, “Ads do not necessarily cannibalize IAP but in fact Kongregate have seen that payers interact more with ads compared to non-payers.” To learn more, listen to the full session below.
During the 2014 FIFA World Cup, predictions were made by three large companies about the results of the final phase of fifteen matches. Here, they were able to exhibit how effective and advanced their technology is in predicting the outcomes of football matches. Microsoft and Baidu were successful in predicting all the results while Google only made a single error. This presents the question of how they were able to make such incredibly accurate predictions. The answer is simple! What they did was crunch and analyse a large quantity of historic results, what we call “big data”. Using this analysis, they were then able to make these successful predictions.
What we must ask ourselves now is whether big data is indeed changing the paradigm of the sports industry.