Data-driven optimisation for in-app purchases and gameplay

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[Music] [Music] oh good morning everyone my name's Angela O'Hara I'm the senior VP manager community analytics happiness is on top of services including analytics years ago and that service individuals

contributing the engine so what that means is that you don't get in any case all you have to do is be able to understand how your peers are interacting whatever addition is and all the adventures that needs and repair your players so that's analytics on the revenue side we also have a couple tool available to you talking monetizing barriers so that gave me a key and those tear gas and so few new features that I want to touch on today one is a be testing the second feature is IP promo so here just to enable all-purpose us another kind of purposeful community is to solve our problems and the polymers - all day is how do you maximize your LPG so here we have a very simple more look LTV is some function of time attention and our belief is that yet either of these to increase by developing so on the start with the left hand side of the equation which is that me and the two left we're focused

on names and attention of the EIP scenario theater that helps developers instrument all of their purchases we launched this at United also typically ago and it's the only feature that I've seen and if you've ever got a standing ovation and that's because this is also really a hard call with a cane point a having to maintain I'm here across multiple platforms so those are Canadian vendor where you can build once and employ Apple Google Facebook and all the other pop ones it's the same philosophy with me instead of your transactions once and you don't have to worry if Google Play or Apple changes or api's if you have a dedicated team of engineers our focus making sure that you VIP is kept update so we first want to tell Peter to go the focus community I had people to get as many poeple as possible and so here you can see all different problems every support and exception of that that happiness is called IP promo so RFQ promo is some brandy service and it's built on top of our immediate offering so what exactly

is it you can think of it as basically another ad unit or the bad basement and the Boston plan are you from is a beauty event if you can give additional opportunities to surface your in-app purchases to your players and you do it in a way that doesn't I actually flows nicely you can actually increase utilization and LTP so this is an example you know this which is that what we had said 101 you know miss we need 20 more attack missiles to reach the next level so you kind of think about a cute combo is similar to reward video where if you instrumented it the right way I think the players we're gonna interrupt and snoring and see most of the compare experience you can actually gain incremental of you and so that's one of the hollow side view photo number one in CPW number two it's a super simple setup if you're are using to you yes if you gave its variable tend to that so no additional work at the part and number three if we leverage is you need a advantage he's talking about how unreal that maybe has to be fought

for and so we have a dedicated team with the other scientists get analysts all types of your business that are focused on improving our algorithms so that we can smartly serve the best promotion to layer with about fair experience whether that's the rewarded video or one of the cinematic emotions so here is some examples of some best practices that we seen so far on the top left you can see emotional impact so this would be a good person to have with a parent thing for the first time maybe when they complete the tutorial or the result you hit him up at the starter mystery pack we've also seen success with an author is taking advantage Oh specials you can also use limited time operative which we have here on the right side so that's a little quickly if you're interested in that it's already available just go to unity calm Asajj photo so that's the revenue side of the equation let's talk about the other side which is retention so nuclear that can be a repair spending and you can get

your players and get longer the higher public able affair that you can ask my fealty Gianna so this all comprehension what we found is that most big games today are run as a live off service so what that means of that order keep players engaged she always have to push out new content new updates these constraint by crashing exciting so last year we tackle this problem with me a feature called for those settings and what about settings let's use you as a developer is basically being able to serve different configurations for different experiences to your players without having to create a new build do the Q&A the sugars for the apps are a great great player game so this diagram here you can see on the left side you know by cyclist and this is earful of Aniki that we start up this emu type Andrew leveraging internet segmentation so this example our pears in China whereas our parents Oliver for China will get the Lions so Mustangs that's a

radical including a Tianjin so you can set up your different key value pairs are editor and then on the webcast will show just a few minutes you can set up different configurations and then your dashboard you can take that for every J server and so the next time a pair of player game basically it appears everything in China we have a dragon any type whereas the parents were playing anywhere else in the world we hit the lion type so that was you wanted remote settings and well let's say instead of giving all the players in China the dragon maybe you want to get everyone in the world of Dragon I'm not sure that will resonate more players dragon or the lion so I'm trying enough of the ad for a new feature and that's a be testing and that's weird on top of our load same feature so some pilots are in be testing it's super easy to set up just like everything that I talked about so far it's the integrated snow SDK debarred and this is a degree

in baton scheme allowed to recruit people as changes throughout the F word and it seamlessly integrated and you all metrics all here reporting seeing higher doses working all backwards I have set up is reasonable hospitals are eventually remember one is a difference in the treatment experience easier to attack you Monday experiment and then you basically let a few hours and then beauty level playing for you I'll be on the dashboard so I'm going to jump it to your quick Jack for demo and what I'm going to do is I'm gonna change I'm going to create a new path for this game called true / refugees this is an actual game that are at a whiskey bones we want you actually after and here is

over so now this is the analytics athwart and so we looking at the 3/2 project and here's another focus on the house all of those things and so I'm the group a walk through that here if they're very conservative configurations and also determine which set to do this get worse experience so on the top left here you can just English unit development or at least build your we're focused on you can add a little bit built and then they're all the different unit we have so first lecture in the game with job to be an Oxford and here are you can manipulate what executes carry more critically so we have apples and as bulldoze TVs and oranges you can also segment so right now all the pears are at game rotating Apple you can change so that maybe it only appears at your target apples and then finally

here is our W so remote area supports integers strings and boolean values so these are remote settings and then so if you wanted to set this up use edit settings here and hit sync and I was in charge of a server so the next time a player open up your app depending on which segment a ball in it would have this we have this Pacific is big but we're jump over to our ke custom t-shirt and so this is our den laughs we have a lot of time products or a lot of a passenger but what I'm gonna do is I'm gonna create an experiment and I'm gonna make in this experiment so the hypothesis that we wanted to test curious let's see it maybe even change a variety of routes that appear my kick ticket results for our players so I'm gonna walk you through how to set this up the person you accept it you select an experimental so we just want just easier to help reduce your own so our goal that goes

our attention you max might be the day where I get some tension this is just a federation and the few generations will be able to adjust automatic speeding ìhe or art our IV metrics so improve this first one is that day 1 retention past event monetize that's the metric everyone offline and then it's save and then I'm gonna have create our different variants so the control group is the blue line let's say let's create three different variants we'll have the apples or apple group we'll have a more intense group and we'll have more oranges so these are the context you can change an obligation I do a little just you evolve occasions there's someone other people that are sent and all the other technical officer

that backtrack so we sit here and then here that's not the average remit and so treated basic unifying what experiences or what it is each segment will get so I'm an average treatment you know that's like apples bananas and oranges so these these correspond to the key light air that I showed you a little those Excel so for the control group so Apple commands or do they all have a integer value and whenever we set up the game that you higher the number it won't like the other group will again so in our control group will penny equals zero apples and equally for the more Apple segments will do 21:1 and then we'll using paper banners will have 128 and if the more oranges will have 1 1 so just recap what

I've done is I've created four different groups yeah the controller to be a standard distribution and then we have specialized your target where apples or bananas or oranges right here and that's all you need to do in order to get your experiment started and then all you have to do next is just start your experiment so let's start your experiment so this one we have another experiment when you go to background and I serve as a thank you so you can run multiple experiments you want you that you can't have multiple experiments running the same cheese so repeated on thank you that's our experiment basically for command will be assigned one of these different groups and so Americans I'm going to the groups and then we do all the kind of operations analysis in the background and once you have this history significant number of players through each group or through experiment will trigger the whole time here in the

report and will be able to see which of the four experiments had the highest increase in jail or detection so I'm going to jump back to the right here so that would be enticing offer a free saucer math teacher is available today you know it's ready all you have to do over the top or the distant future or a teacup King and all those tactics and was already closed between the edge of the wall so those are just two features that we launched recently little people up and optimizing everything optimizing attention help you guys make more money those features are available today and we have every country product opportunity if we wanted a woman feedback from our customers so I highly

encourage you guys to take you can test out these new features and they tell us what you want for any testing Watauga roadmap is able to optimize data metrics attention also engagement also along patient so what we still do you bet holidays all caps on so if anyone else that's a question awesome if anyone doesn't like it we'll try this morning I know okay that's more like it come down and I always like to do the get more exercise that way for the segmentation you are doing it on a country basis what if your game is us only at the moment how granular can you get if you want to

users in China do that computer level 3 or I spent $10 or whatever additional leather that you can well I started out with unreal back in 2005 and I've been using unity for the past few years and I'm kind of still kind of wondering if I made the right choice so I was wondering if you could tell me why unity rocks and why unreal sucks

I became the heir all of that community has a lot of those services so he has immunity our here at the Auto 3 built in and because our formation excuse it was longer stops we thought okay you know manners and once you build the game right here game in order to be successful yes you left itself after the interview launch and after a kind of making it into play we have additional services to help you lack time of the day of nautical utopia I'm never gonna see something a little bit that's awesome easily I think it's worth looking at while you're you know what you're doing with drinking or you doing people are about the while doing with the unreal side of that there is is that completely free to get access to but you're gonna have that long-term I've said we shouldn't have to keep our young which is all those things to think about but also workflow

I never they for me reason why the projects I'm working on those apparently unity o immersive yeah [Music] you [Music]