1 / 17

d180

d180. Aaron Loeb VP, Group GM EA All Play. Who Am I?. WHAT IS THE MOST IMPORTANT METRIC?. Annual Profit Churn Conversion Rate ARPS D90 Retention D180 Retention Net Promoter Score Avg. Customer LTV K Factor Lifetime Revenue Installs Uptime (99.99995). Daily Revenue DARPU

danae
Download Presentation

d180

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. d180 Aaron Loeb VP, Group GM EA All Play

  2. Who Am I?

  3. WHAT IS THE MOST IMPORTANT METRIC? Annual Profit Churn Conversion Rate ARPS D90 Retention D180 Retention Net Promoter Score Avg. Customer LTV K Factor Lifetime Revenue Installs Uptime (99.99995) Daily Revenue DARPU Weekly Revenue DAU MAU Stickiness D2 Retention D7 Retention D30 Retention Quarterly Revenue Quarterly Profit Based on Your Stated Goals and Incentive Systems You Will Build Different Games

  4. Things We Learned From Gracie… • Creative Leads Business • Treat Everyone The Same • Make it Great or Don’t Do It • Remain True to the Show Translation For PMs: • Give Stuff Away. A Lot. • No Visible Testing • Take a Long Time • Work with People You Can’t Control

  5. So What Happened? • Some Player Metrics From Last Q: • Over 1 Billion quests completed • 6 Billion minutes played • Hundreds of billions of coins spent a month

  6. The Secret Ingredient… • Orange Line: Builder 1 • Blue Line: TSTO • Red Line: Builder 2 Best DARPU: Builder 2 Best D2-5: Builder 1 Best ARPS: Builder 2 Best Installs: Builder 1 & TSTO Best D90-D180: TSTO (2x) TSTO: Top 5 Globally Builder 1: Solid Hit Builder 2: Meh

  7. What Does “Creative Leads…” Look Like? • Content Plan 12 Months in Advance • Working on Content 6 Months Ahead • Multiple Passes on Script with Writers • Very few sales, muted merchandizing • Writing and design co-developed with show writers • Fun-driven, not data-driven The Game is “Simpsons Quality” Players Reward us by Coming Back

  8. Example #2: The Sims Freeplay • Long-Lead Update Strategy • Each Update Introduces Major New Functionality • Updates build on core game BUT do not “complexify” basic game THE RESULT • Over 18 months, no drop in retention • Game remains relevant to all cohorts

  9. Longterm Retention Enables Community • Launched with 10,000 “likes” on Facebook • Game Team took over the Page • Grown to over 1MM by the Game Team • Team regularly engages with players through Facebook

  10. Retention and Community Enable Growth Audience continues to grow after 18 months!

  11. And Now… Some Lessons Learned…

  12. Build a Longterm Engagement with Players Listen. But Know What Matters.

  13. Little Mistakes Have Big Impacts

  14. Quantify Service. Be Ready to Respond. TRACK SERVICE ISSUES. HAVE THE MEANS TO RESPOND.

  15. Get Your Whole Team Involved! WATCH THIS: OR GOOGLE: Dan Pink Drive RSA Animate 45 year old appliance worker to Jack Welch: "For twenty-five years, you paid for my hands when you could have had my brain as well - for nothing.” When Your Team Knows The Data, They Can Give You Their Brains

  16. In Conclusion • Steering by short-term measures will not generate long-term success. • The most powerful services create long-term, quality engagements with their players • Quality matters! • Fun • Service • Responsiveness • Community • Get Your Whole Team Involved! THANK YOU!

More Related