The independent resource Develop compared different analytical platforms. Mobile analytics company DeltaDNA commented on this material. We share a retelling of the article.
If the game is downloaded frequently and played a lot, it does not necessarily mean that the project is successful. What about monetization? Are users satisfied? To understand how successful the game is, you need to at least know the answers to these two questions. This is where detailed analytics are needed.
Now the question arises – how to choose a platform? Which metrics exactly do you need to know, and which are optional? To answer these questions, you need to figure out what kind of data is usually collected by analytical platforms.
Comparative characteristics of different analytical platforms. The picture increases on clickData Mining
Data development involves the collection of a large amount of data on the basis of which conclusions are drawn. The key characteristic here is the accuracy of the data. Without this, it will not be possible to understand what is wrong with the game.
Why is this necessary?
Data mining allows you to understand the behavior of players and how they interact with the game. It is possible to segment them, and then you can make changes to the game aimed at improving the gaming experience for each individual segment.Predictive Modeling
A process in which statistical models are built based on available data that can predict user behavior in the game.
Why is this necessary?
Predictive modeling helps you set up and evaluate user acquisition channels. In addition, it can help prevent the loss of players.A/B Testing (A/B Testing)
This option is necessary when you need to make changes to the game, make a choice between two options for gameplay, loading screen, character, and so on. A/B testing allows you to compare two options with each other according to the specified parameters.
Why is this necessary?
To be able to optimize any areas of the game. A/B testing allows you to say exactly what is effective and what is not.Access to raw data (Raw Data Access)
Allows you to access data before it has been analyzed and/or sorted.
Why is this necessary?
Some analysts prefer to work with such data. This is done in order to be able to draw their own conclusions based on them or to pass them through another analytical platform.Project Consultation (Game Consultancy)
Advice that an analytical company provides to a developer or publisher. It is aimed at improving the performance of the game. Such consultation may include, for example, tips on involving players depending on the genre of the project.
Why is this necessary?
Even if a publisher or developer has their own analytical department, it can be useful to get an outside look.User Engagement (Player Engagement)
With this option, the developer has the opportunity to interact with different segments of users and improve their gaming experience. This item includes a variety of ways to interact with players – from in-game messages to customizing gameplay elements for a specific group of players.
Why is this necessary?
To keep the player in the game. Without this point, all other efforts are meaningless.Real-time User Engagement (Live Player Engagement)
Just like the option from the previous paragraph, this tool is needed in order for the user to stay in the game. Only this time the developer has the opportunity to make changes to the game (and track their result) in real time, that is, directly while the user is playing.
Why is this necessary?
According to DeltaDNA, this option can increase revenue from the game by 30%.Source: https://deltadna.com