In Case studies, Gambling, Game design, Games Analytics

PlaySpace is a developer of traditional and social casino games for Facebook, iPhone and Android. They have used the deltaDNA platform to gain a greater understanding of the way players interact with their Loco Bingo game.

Primarily aimed at the Spanish and Portuguese speaking markets, Loco Bingo is a classic multiplayer game with a strong social element. The game is free-to-play, with initial credit and coins allocated to new players to be spent in rooms of varying price. More coins or credit can be bought through in-app purchase or earned by watching ads.

PlaySpace CEO Alfonso Villar and Head of Analysis Juan Gabriel Gomila took time out to speak about how the deltaDNA platform supported their analytics team.


Player segmentation

Juan Gabriel started by saying, “One of the main things we use deltaDNA for is to isolate problems in different Bingo rooms. Being able to segment players based on the rooms they are playing in has been very useful. As a consequence, we have created new bingo rooms that appeal to player behaviors and are configured by the price per bingo card and the size of the winning pot; and we can track engagement for each player segment using deltaDNA’s Custom Dashboards.”

He continued, “One of the fundamental aspects of player analysis is the understanding of the common behaviors of paying players. Using deltaDNA’s Funnels tool, user pathways are tracked from one room in the game to another in order to highlight commonality in paying players’ behaviors.

“The behavior and pathways of players playing with different bingo ticket values can be compared. The process helps us to determine which players are most likely to play in the long term. This enables us to create new rooms with configurations that extend user lifetime and increase conversion. By balancing the prize on offer against the cost of the bingo card and the maximum number of users in a game, we can provide a better playing experience that encourages users to participate in the types of rooms that will enhance their enjoyment.”

deltaDNA as part of the process

Juan Gabriel said, “The deltaDNA Segmentation Tools are great because they are highly customizable. They’re really useful in performance analysis; for example, in determining why players aren’t paying. Once you’ve created a segment, you can make your own dashboard and with only one click you can then see what’s happening to these players.

“To maintain data quality, we check dashboards every day, and we use the Direct Access tool and deltaDNA’s QA tools to audit the event data. We identify events that have not been sent correctly and then connect to the SQL database and run queries to determine why.”  

Changes to improve player retention

The deltaDNA Funnels tool also helps PlaySpace to identify points in the gameplay that cause segments of players to leave. “Perhaps there is a room where the price is too high or too low, causing people get stuck.” Alfonso explained.

Events are monitored and interrogated using the Slice&Dice tool to reveal how player segments interact within the game. This shows which rooms are more successful. “The analysis process gave us good information on non-payers,” added Alfonso, “and as a result we are able to optimize how we monetize players in the game.”

A/B Testing offers

To implement changes to the game effectively, PlaySpace uses deltaDNA’s A/B Testing tool to test variables. Juan Gabriel said, “for example, A/B Testing is used to achieve the correct balance in both the number of coins we offer as prizes and the number of free cards that players receive.”

“As the game has a strong social element, changes are made to encourage more players to invite their friends. A four percent improvement has been seen in the K factor, which measures how many new and secondary users an individual new user brings-in over their lifetime.

“Usually it would take us 3-4 hours to analyze this manually, but now the deltaDNA platform provides this information live on the dashboard.”

Alfonso agreed that the analysis provided by the deltaDNA platform has enabled them to implement improvements to Loco Bingo which encourage users to invite more people to the game.

“Our Analytics Team has driven big improvements”

Juan Gabriel said, “Our BI Manager has made her own alerts to track the monetizing performance of different rooms. We have created alerts for almost every single important BI metric. We have one for DAU, one for Day 1 Retention, one for ARPU, CVR etc. We have configured them at 95% confidence intervals, so when we receive an alert, we are really sure that it’s because the numbers have changed significantly. Before using deltaDNA, we had to do this through SQL, which took 1 or 2 minutes to run for each query. With different parameters and over 20 metrics, it was a really huge task, but with deltaDNA, it’s completed in just one click.”

PlaySpace is delighted with the results they have seen from using the deltaDNA platform. In the future, they plan to use more of the Engage features to optimize in-game messaging.

Alfonso added, “Using deltaDNA has really opened-up the potential of analytics to improve our games. It is like having an extra analytics person in the team, as complex tasks can be undertaken in a few minutes, work that would have taken 3-4 hours by hand. This means that the productivity of the Analytics team has improved, and we can see the high level of value analytics can bring to our games and our players; so much so, that we are investing in expanding the team.”


If you enjoyed this, you may be interested in reading how F2P developer Angry Mob Games improved their game, Toysburg

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