In Data analysis, Free to play, Game marketing, Game monetization, Uncategorized

If you’ve developed a free-to-play (F2P) or freemium game, you’ll want to know how it’s performing, but stats on install numbers or volume of players alone do not necessarily indicate that your game is a success. Does your game monetize? Are your players happy? To tick these two key success factors off your list, you’re going to need way more information. And you’re job isn’t over once the game is launched. You’ll need to be tweaking and making adjustments to optimize it to suit the style of different players. This is why analytics platforms are essential.

Picking an analytics platform: An independent comparison

You know you need to get on board with analytics, but how do you pick a platform?

There are a wide range of platforms available, each featuring a different mix of technology to help you analyze your game data, generate insights, and improve your game.

Games industry website Develop preformed an independent analysis of the top game analytics providers, looking at some of their key tools. You will find the results of their analysis in the table below.

Not sure what these tools do or why you need them? Read on for a snapshot summary of each.

game analytics tools platform comparison table

An independent comparison of game analytics platforms by tool type published in Develop. Click on the image to enlarge. 

Data Mining

Data mining is the practice of examining large volumes of data to generate actionable insights. Accuracy of the data gathered is a key consideration if you want to make changes to your game that are effective.

Why use this?

Data mining helps you to understand player behaviors and how players are interacting with the game. Players can be placed in segments based on shared behavior, and targeted improvements can then be made to optimize the experience for each player segment. Data mining allows for incredibly accurate segments.

Predictive Modeling

This is the process of using data to make a statistical model that predicts the future behavior of players in the game.

Why use this?

Predicting player behavior accurately helps with evaluating player acquisition channels and allows you to make interventions in response to undesirable behavior, e.g. to prevent the player from leaving the game.

A/B Testing

When you need to make a change to the game’s parameters, and/or you have to make a decision between two versions of one variable, A/B Testing tools can be used to determine which is the most effective choice. The tools will pit your two versions against each other to measure which is the most successful, based on your desired outcome, in a quantifiable manner.

Why use this?

It’s important to optimize all aspects of your game to make it a success. A/B testing allows you to make decisions with confidence. Here are 5 top tips for using A/B testing.

Raw Data Access

Access to the game data before it has been processed in any way. Raw data access requires extraction and some degree of formatting to turn it into readable information. Raw data is stored in a database.

Why use this?

For some analysts, access to the unprocessed game data is desirable so that it can be used with their own BI or analysis tools of choice.

Game Consultancy

When a game analytics company works in partnership with a game developer or publisher to help them to improve their game. This may involve, for example, the analytics provider analyzing the game data on their behalf and providing recommendations for improvements that can be made. Companies like deltaDNA which offer consultancy are often drawing upon a wealth of experienced gained from working with many games across all genres, as well as an advanced understanding of analytics.

Why use this?

Developers and publishers may wish to draw upon this additional support to enhance their internal resources when aiming to improve their games.

Player Engagement

Engagement tools are used to target different segments of players within the game to improve their experience, often using in-game messaging or by augmenting the game play.

Why use this?

Treating each player as an individual allows you to improve their experience. As a result, engagement, retention and monetization levels can be improved.

Live Player Engagement

These tools also work to augment the game for different segments of players to suit their style, however, unlike tools which are not live, adjustments are made in response to behavior in real-time, while the player is playing.

Why use this?

Data gathered by deltaDNA has shown that when live engagement tools are used effectively they can increase revenues by 30%. Check out this Playspace Case Study for a more detailed look at how these tools have been used and their effect on engagement, returning players and spending.

Getting Started

As you’ve probably realized, analytics can make the difference between a successful game and a flop, so you need to determine which platform is right for you. The good news is that most platforms will let you try out their tools for free, and pricing often scales with your MAU.

It can seem like a daunting task to get started with analytics, and you might be tempted to avoid using some of the more unfamiliar tools. As well as ticking all the boxes in the comparison table, the level of support offered by deltaDNA sets us above any other analytics platform. We provide help with the set up, and a dedicated account manager will be assigned to answer any questions may have. Our clients have on-going direct one-on-one access to our top analysts and game design experts, as well as a wide range of support materials, including a library of recorded webinars.

Sign up now to request a live demo.

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