Tatyana Snegireva,
Marketing Analyst
at Dobro Games
Revenue metrics - show how much the developer earns from the game and whether it can recoup its costs.
ARPU (Average Revenue Per User) — average revenue from one player in a certain period of time, such as a month or a week. ARPDAU — revenue from one user per day. Using this metric, we can quickly estimate revenue per user in comparison with acquisition costs (CPI). LTV (Lifetime Value) — the life cycle of a player, how much one person brings to the company over the entire period of using the product. ROI (Return On Investment) — return on investment. One of the basic marketing metrics for any business. It helps to estimate the profitability of the project.
Tatyana Snegireva,
at Dobro Games
Game analysts often use ready-made solutions, such as Google ghana telegram data Analytics, Unity Analytics, Amplitude . Depending on the type of game, the specialist must analyze the full cycle of player behavior. Then the data is discussed together with the game designer , project manager , marketers, targeters. Depending on the type of metrics, the team makes joint decisions - for example, simplify the level, introduce new in-game purchases, disable an unsuccessful event.
Why You Can't Launch a Successful Project Without a Game Analyst
Many indie or solo projects are launched without the participation of game analysts. For such products, an innovative idea and an interesting visual style are often important so that the user buys the game. Then the game designer or solo developer can read reviews / receive feedback, fix bugs and improve their product. But for mobile games and game services, analytics is important from the very first stage. The first version of the game can be released at the stage of the mechanics prototype to evaluate the first retention indicators, session length. If they are successful, the game is updated to improve both product and marketing metrics. For free games, where all monetization is based on in-game purchases and ad views, analytics is the main tool for project development. If the first indicators are low, the game analyst advises to stop investing in the project.