Controlling in Gaming industry
- Ameya Khasnis (Senior video game designer, EIPIX)
Introduction to gaming industry ! !
1960s
Main stream popularity : 1970-80s
Entertainment media industry market share
Types of games and platforms by revenue
General trend
Gaming in Serbia
Games as service: Free 2 Play model (Hook – Habit –Hobby)
Revenue per day !!
Number of apps available in leading app stores as of 1st quarter 2019
Life-cycle of a F2P game
Game concept - Target audience - Market research - Core-loop with
- Iterative sprint cycles - Prioritizing features - Balancing systems - Anticipate hypothesis testing - Bug fixes
- Minimum Viable Product (MVP)
- Retention (D1 – D7 – D30 - D90)
- UA Tier 3 countries (Low CPI)
- Monetization
- UA Tier 1 countries (High CPI) - A/B, Virality, Funnel tests
- Improve metrics or Kill project
- App store optimizations - Influencers - Periodical content & feature addition - Special events - Metric driven design decisions - Cohort targeting - Increasing revenue
Low DAU and MAU
Low ARPU
Low LTV - Project not sustainable
- Terminated - Players informed
Monetization strategies
Consumables vs Durables
4 C Strategy
Monetization
Average 1-5% actually pay
Whale targeting: special experience, custom offers, etc.
Country sensitive in-app targeting
Rest 95% monetized with video advertisements + invaluable data
Important KPIs
KPIs
D1 – D7 – D30 – D90
DAU & MAU
Sticky factor = DAU/MAU (What % of players turn up each day)
Churn/attrition rate (if high check funnels)
ARPU,ARPDAU,ARPPU (Minnow 1$, Dolphins 5$, Whale 20$, Super whales 100-1000$ or more)
Session lengths, Sessions per day
K factor = a*c (shared activity seen audience* percentage of players installed game)
