Game Analytics

Soft launch product development using the Minimum Viable Metrics
By September 2, 2013 Read More →

Soft launch product development using the Minimum Viable Metrics

Soft launching a mobile title, which is the process of releasing a game in a test market and iterating upon it based on user data, has become an integral part of development strategy for large and small developers alike. The reasons are numerous: Ratings have a significant impact on an app’s discoverability, perception, and, ultimately, […]

The role of LTV in freemium
By August 5, 2013 Read More →

The role of LTV in freemium

Lifetime Customer Value is probably the most fundamental conceptual struggle for freemium app developers. And while calculating LTV and integrating it into an organization’s decision-making apparatus are onerous tasks, these aren’t the root causes of firms’ anxieties over LTV. The root cause is user acquisition – specifically, its cost – and the inability of all […]

Guide to Mobile App Analytics
By July 22, 2013 Read More →

Guide to Mobile App Analytics

Last Updated: July 29th, 2013 Presented here is a survey of some of the most popular mobile app analytics platforms currently on the market. The list is broken down into three categories: General Mobile Analytics Platforms, Gaming-specific Mobile Analytics Platforms, and App Store Analytics Platforms. For the purposes of this survey, analytics will be defined as […]

Interpreting the new users drop-off chart
By July 8, 2013 Read More →

Interpreting the new users drop-off chart

One of the most important data visualizations a Product Manager will use to inform product development during a soft launch and immediately after a hard launch is the new users drop-off chart, which relates the percentage of new users from a cohort present at each milestone in the onboarding process. A typical new users drop-off […]

The Hidden Costs of A/B Testing
By June 10, 2013 Read More →

The Hidden Costs of A/B Testing

Some interesting insight into how Zynga operates emerged in the recent Reddit thread started by one of the 520 employees laid off last week. Two posts, specifically, stood out to me: Post 1: On the games side of things I think their whole concept of pulling data on everything players do is amazing. However their […]

A yield management model for mobile advertising
By June 3, 2013 Read More →

A yield management model for mobile advertising

Yield management is a pertinent topic within the context of freemium mobile app distribution, monetization, and user acquisition, as it corresponds closely with the fundamental components of freemium success: demand management; scale; insight; and monetization. Sheryl Kines, one of the most prominent academics conducting research in the field of yield management defines the concept as […]

King vs. Kabam on the road to IPO
By May 6, 2013 Read More →

King vs. Kabam on the road to IPO

The performance of Zynga’s stock in the almost two years since its IPO has chilled public markets ambitions for gaming companies. But two Western gaming developers, both of which have capably navigated a transition from Facebook (and other web-based platforms) to mobile, currently contend for the distinction of most likely to undertake the first post-Zynga […]

The economics of mobile game publishing
By April 15, 2013 Read More →

The economics of mobile game publishing

(The model referenced throughout this post can be downloaded here) Supercell’s recent $100mm secondary financing round raises some interesting questions about how mobile game developers capitalize on a hit game. A title in the Top 10 grossing chart for the US can, as evidenced by a number of recent high-profile examples, generate upwards of $500,000 […]

Why the retention profile is more useful than the churn metric in freemium
By April 8, 2013 Read More →

Why the retention profile is more useful than the churn metric in freemium

I’ve stated a number of times that, within the context of the freemium model, retention is the most important metric a product manager must track; in the Minimum Viable Metrics methodology, retention is the top-most of the top-line metrics. Retention is not only a proxy measurement for customer delight, but it’s also the input for […]

An overview of mobile gaming in Asia, Part 2: China
By March 25, 2013 Read More →

An overview of mobile gaming in Asia, Part 2: China

Last month, Flurry Analytics projected a larger total smartphone and tablet install base in China than in the US (246 million versus 230 million). This usurpation of the top position is significant because 150 million of those nearly 250 million devices – or 60% – were added in 2012. China’s breathtaking pace of mobile device acquisition […]