G3-247 Report MOBILE & TABLET GAMING
WHAT ARE THE IMPORTANT ANALYTICS TO BE CONSIDERING WHEN MEASURING MOBILE/TABLET PERFORMANCE?
Bryan Kelly, Senior Vice-President of Technology, Bally Technologies - Speaking in regards to our social business, the metrics they care about are second day and day seven converts. Monitoring those numbers is pivotal to the success of the product. We monitor the time played and number of sessions, we look at the drop off figures and calculate a life time value for the player. It’s also important to track additional features, not just on the game side. Bally offers operators an mobile concierge application, which communicates with the play to let them know where restaurants are, book shows and rooms, order a drink or their car from the valet. It’s a really valuable tool for tracking player engagement.
New Jersey operators are also seeing a high percentage of players new to bricks and mortar, that are consuming gaming on the mobile and making the cross-over to playing on-site. Mobile is driving players to want to play the game on the bigger machine. People will always choose the best screen possible to enjoy their entertain- ment. Cinemas didn’t not go out of business with TV on Demand, or Blockbuster, rather people still want to con- gregate in these locations with other people and enjoy the best possible entertainment experience. It is hard to replicate that on the mobile.
Aleš Gornjec, General Manager at Comtrade Gaming - Used device and user session duration - on which devices do users play the most. You need to notice the trends and optimise your future portfolio based on the trends (like we're seeing with tablet usage picking up).
Mathias Larsson, Director of Business Development, Ezugi - On a mobile the key analytics are upload speed of the games and connection times. Games need to upload quickly on the mobile as users have less time and after that the connection has to be stable so that the game isn’t dropped or lost within a game session.
In terms of the tablet, connection and upload speeds are of lesser importance as the player is usually connecting via the WiFi network which affords a more stable envi- ronment to engage the player.
Usability is another important analytic given the differ- ent ways of interacting with the device .
Derrick Morton, CEO of FlowPlay and Vegas World - There are three that really help us determine how we’re monetising and if we’re effectively reaching our target audience. The first is Return Rates, which looks at what percentage of players come back to the app a second time, a fifth time and a tenth time. Also Conversion to Pay, which defines what percentage of players make a purchase as well as ARPU, or the aver- age revenue per install of your app. Ultimately, this is how you know what you can afford to pay to acquire a customer.
Leigh Nissim, IGT Commercial Director of Interactive - Measurement statistics do not vary sig- nificantly from desktop – we track key areas including
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transactions, unique players, session length, handle and hold. When considering mobile and tablet, we also con- sider device type, operating system and, importantly, whether the player ID crosses other channels, i.e. are they a desktop players too? We try wherever possible not to consider these as separate channels – they work in unison, driving gameplay effectively together.
We can highlight this with some statistics around Cleopatra, one of IGT’s top performing games of all time. Designed in 2001, it was an instant classic, deployed on thousands of EGM units in casinos all over the world. Following its land-based achievements, Cleopatra has been a mega hit with online players. The game launched in September 2006 and was an unprecedent- ed success, accumulating more than 600 million cash transactions. Cleopatra has passed the 2.5 million hour- mark of total cash play and has paid out more than £800 million.
Mobile players also love Cleopatra. The J2ME launch was in September 2009 and it has been playable on smart phone browsers since July 2010. On mobile, Cleopatra runs at a rate of well in excess of three wagering transactions per second and has the highest lifetime payout of any IGT mobile slot. Cleopatra is Cleopatra, regardless of device, channel or time of day.
Jim Veevaert, Vice-President of Games, DoubleDown Casino - At DoubleDown Casino, one analytic we look at is loading times. As we focus on delivering an authentic experience in our games – we know the player has expectations about content load- ing quickly no matter how they are playing.
We also look at overall performance of the experience as well. Casino players are used to instant response experiences. At DoubleDown Casino we work really hard to make graphics, sound, etc. that accentuates that casino experience. Because it’s fun and social, we’re able to create experiences that allow players to be high rollers and experience those BIG wins!
We also look at what percent of our audience comes back to play over a 30 day period and track analytics through Facebook.
Luke Alvarez, CEO, Inspired Gaming Group - The popularity of online and mobile games is measured by ‘plays per unique player’, and of course Value Played and Hold. Simply, you want a game to have broad appeal, stickiness (repeat play) and to make money – income matters most of all. Obviously unique players is much easier to measure online where all players are registered and identifiable.
Neill Whyte, Head of Product Channels, Microgaming - There are several analytics that are important, but actually, they are the same as with online content. Game play duration, player numbers, player wagers and gross win are all vital indicators as to the performance of gaming content.
Jerry Bowskill, Chief Technology Officer for Williams Interactive - It is critical to have a robust set of operational KPIs that highlight issues with specif- ic devices, just because there are so many potential ways in which games are being consumed and there is always some customization required to allow games to
Using a tablet often puts players in a different playing scenario to that of a desktop device, such as playing from the
comfort of their sofa whilst enjoying TV, or enhancing their experience with a second screen to play. This makes gameplay different for the player, and we mostly see changes around the length of game sessions, bet amounts and number of games played. Luke Davis, Marketing Director, Playtech
be played on some operating systems and hardware specifications. It’s especially important to consider the player experience. In that sense, one metric that is very important to us for our HTML5 gaming content is the bounce rate (how often a player tries to load or play a game but can’t). Due to differing devices and data con- nections, it’s important to monitor and analyze how easi- ly players can access the games. We want everyone to be able to play, so this KPI needs to be monitored closely.
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