In today's fast-paced mobile game development landscape, predicting player behavior is crucial for success. To gain valuable insights, we sat down with Vasiliy Sabirov, Head of Analytics at devtodev, to discuss the most important trends in 2020.
At devtodev, Vasiliy and his team provide a range of services to game developers, including analytics and player support. Their main product is the devtodev game analytics platform, which helps developers turn data into actionable insights for improving their games. As Head of Analytics, Vasiliy's team develops new reports, advises clients, and provides analytical consulting.
How did your adventure with mobile apps and games start?
Vasiliy Sabirov: I started my journey in game dev nine years ago at Xsolla. Then, I worked as a Lead Analyst at AlternativaGames, where I learned the ins and outs of gaming economies. For over five years now, I've been working at devtodev, helping other games succeed.
Can a developer succeed in the mobile games market without an implemented data analytics tool?
Vasiliy Sabirov: While it's possible to launch a game without analytics, further managing a free-to-play project becomes nearly impossible. Predicting player behavior is key to success, and devtodev's platform helps developers make informed decisions.
What challenges do mobile game developers face in 2020 in terms of data analytics?
Vasiliy Sabirov: The shift from IAP-monetization to Ad Monetization has created new challenges for analytics. While we can't always estimate the revenue generated by individual players, devtodev is working to improve our analytics offerings.
Top 5 quality indicators for games and mobile apps
Vasiliy Sabirov:
- Lifetime Value (LTV) - a qualitative metric that measures player lifetime value.
- Cumulative N-days ARPU - a metric that calculates average income from one active user over their first N days in the project.
- Long-term retention - measuring how many players stay engaged with your game over time.
- Short-term retention (e.g., for 1 day) - a fast and convenient metric for optimizing tutorials and onboarding.
- Sticky factor (DAU/MAU) - a measure of player stickiness, or how often they return to the game.
Most medium and large mobile game developers enter the market using Soft-Launch. What indicators and how many indicators should a developer measure during a soft-launch?
Vasiliy Sabirov: At the soft launch stage, it's essential to ensure your game is working effectively. I recommend calculating retention, conversion to payment, ARPPU, cumulative ARPU, and other metrics for at least two weeks.
How long should a game be kept in Soft-Launch?
Vasiliy Sabirov: It depends on the goals you set. If it's purely testing technical aspects, one day with 1,000 users might suffice. But if you want to measure day 1 retention, you'll need at least two weeks and 10-20 thousand users.
What short-term and long-term signals for acquisition campaigns should a developer measure during a Soft-Launch?
Vasiliy Sabirov: I recommend measuring long-term KPIs, such as retention metrics, conversion to payment, and cumulative ARPU, over at least one week. This will help you identify successful acquisition strategies.
By incorporating these insights into their mobile game development strategies, developers can increase the chances of success in today's competitive market.