Mobile Games: Understanding and Optimizing Behavior Across Platforms
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Mobile Games: Understanding and Optimizing Behavior Across Platforms Sumit Gupta Founder & CEO Bash Gaming. Thanks For Coming!. Vegas, baby!. T hanks F or C oming!. Cross Platform Challenges Metrics That M attered Discussion. S hameless Self-Promotion .

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Mobile Games: Understanding and Optimizing Behavior Across PlatformsSumitGuptaFounder & CEO Bash Gaming


Thanks for coming
Thanks For Coming! Platforms

Vegas, baby!

(c) BitRhymes Inc 2013


T hanks f or c oming
T Platformshanks For Coming!

  • Cross Platform Challenges

  • Metrics That Mattered

  • Discussion

(c) BitRhymes Inc 2013


S hameless self promotion
S Platformshameless Self-Promotion

For more than a year, we’ve been:

Top 10 Grossing on iPad

Top 20 Grossing on Android

Top 30 Grossing on Facebook

Top 40 Grossing on iPhone

Hell yeah!!!

(c) BitRhymes Inc 2013


Bingo bash
Bingo bash Platforms

Top of the charts

(c) BitRhymes Inc 2013


25M+ PlatformsInstalls, mostly from western markets!

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

(c) BitRhymes Inc 2013


Know your a udience
Know Your PlatformsAudience

(c) BitRhymes Inc 2013


Know your a udience1
Know Your PlatformsAudience

(c) BitRhymes Inc 2013


Noobies free stuff is nuff
Noobies Platforms.. 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

(c) BitRhymes Inc 2013


Engagement engagement engagement
Engagement, Engagement, Engagement Platforms

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

  • # of sessions per week

  • Optimize for time spent

(c) BitRhymes Inc 2013


User acquisition
User Acquisition Platforms

  • 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

(c) BitRhymes Inc 2013


Test markets are viable worldwide
Test Markets Are Viable Worldwide Platforms

Social casino revenues from 2011-2012

(c) BitRhymes Inc 2013

(Source: SuperData Research)


First deposits
First deposits Platforms

(c) BitRhymes Inc 2013


Cross platform works
Cross Platform Platformsworks

(c) BitRhymes Inc 2013


Cross platform woes
Cross Platform Woes Platforms

  • 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

(c) BitRhymes Inc 2013


Now with 30 more cheese

Take- PlatformsAways

Now with 30% more cheese


Game d esign zen
Game PlatformsDesign Zen!

  • DISRUPTION will happen

  • Think about how to combine entertainment and skill

  • Social gaming ≠ Zen

  • Smart phones and tablets are different

  • Interactivity matters

(c) BitRhymes Inc 2013


Challenge paradigms
Challenge PlatformsParadigms

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

  • More than 50% people play for 10+ minutes

(c) BitRhymes Inc 2013


Smartphone vs tablet
Smartphone vs. Tablet Platforms

  • Never cut-and-paste

  • Smartphone ≠ Tablet

  • Level of engagement is deeper in Tablets

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

(c) BitRhymes Inc 2013


Our user psychology
Our User Psychology Platforms

  • 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

(c) BitRhymes Inc 2013


Questions? PlatformsWhere is the exit key?

(c) BitRhymes Inc 2013


We are hiring! PlatformsLeft and right

(c) BitRhymes Inc 2013


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