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Game Analytics: Retention and Monetization in Free-to-Play Mobile Games

by Russell Ovans (Author)
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"A must-read for anyone working in game analytics." - Eric Seufert

“Truly one of the most useful things I have ever read about game development.” - Sergei Belkov, iLogos Game Studio

Mobile games are big business, and the landscape is more competitive than ever. With an in-depth focus on the core areas of user retention and predicting customer lifetime value, Game Analytics contains the hands-on SQL queries, R scripts, statistical theory, full-colour Tableau visualizations, and insider tips and tricks you need to succeed as a data analyst, product manager, or user acquisition manager in free-to-play games.

Game Analytics describes in detail how successful game studios make money, collect and query player data, define key performance indicators (KPIs), build dashboards and predictive models of retention and monetization, measure and predict return on ad spend (ROAS), and use statistics to analyze A/B tests designed to improve retention and monetization.

By the end of this book, the reader will understand:
  • The business of mobile games: how they monetize, and what key performance indicators (KPIs) should be measured (and why);
  • How SQL is used to query, clean, and prepare mobile game data for analysis;
  • How to predict customer lifetime value using both retention and monetization curves;
  • The relationship between classical statistics and A/B testing, and how A/B test are used to improve mobile games;
  • ROAS and D7 ROAS targets; and,
  • Why spending money on user acquisition also results in more organic installs.
And the reader will be able to:
  • Conduct an A/B test and evaluate the results for statistical significance using SQL or R;
  • Use regression in Tableau to fit retention and spending curves to historical data, and use these curves to predict various KPIs for new players;
  • Model and predict churn with a Markov chain;
  • Build KPI dashboards that are relevant to the mobile games industry;
  • Build diagnostic dashboards to reveal problems with the tutorial;
  • Use the Big Mac Index to optimize pricing in countries around the world; and,
  • Predict LTV and ROAS from early signals.
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  1. ISBN-10
    0986941824
  2. ISBN-13
    978-0986941825
  3. Publication date
    August 19, 2023
  4. Language
    English
  5. Dimensions
    7.5 x 0.68 x 9.25 inches
  6. Print length
    301 pages
  7. See all details
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Product details

  • Publisher ‏ : ‎ Thought Pilots (August 19, 2023)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 301 pages
  • ISBN-10 ‏ : ‎ 0986941824
  • ISBN-13 ‏ : ‎ 978-0986941825
  • Item Weight ‏ : ‎ 1.45 pounds
  • Dimensions ‏ : ‎ 7.5 x 0.68 x 9.25 inches
  • Customer Reviews:

About the author

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Russell Ovans

Russell Ovans

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Russell Ovans, Ph.D., is a Director at East Side Games Group, developers of hit mobile games such as "The Office: Somehow We Manage" and "Trailer Park Boys: Greasy Money." He is a computer scientist and has worked as both a software engineering professor and programmer since Rick Astley ruled the dance floor. In 2007, he founded Backstage Technologies, a social game studio that pioneered the monetization of free-to-play games on Facebook. Best known for its "Family Feud" app, Backstage was acquired by RealNetworks in 2010, after which Russ returned to teaching college, worked as an executive-in-residence at a tech incubator, and opened a brewery. He returned to the games industry in 2018 to lead analytics, growth, and ad monetization at East Side Games, a tenure during which the company quadrupled revenue and went public.

Customer reviews

4.5 out of 5 stars
19 global ratings

Top reviews from the United States

exor
5.0 out of 5 stars Great quality content
Reviewed in the United States on September 21, 2023
Verified Purchase
The expertise and writing deliver what the author promises. The binding and paper weren't an issue (as reported by another reviewer).

Update Nov 26th: high quality insights and advice. Already applying in my own business.
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Top reviews from other countries

Kay
5.0 out of 5 stars Must have if you're in the F2P games industry
Reviewed in Canada on November 18, 2023
Verified Purchase
Really enjoyed this book and can't believe he was allowed to share such information about how analytics is done at East Side Games. Whether you are thinking about getting into the business of games, or new to the industry or a seasoned veteran like myself - there's lots of information you won't find anywhere else on the internet about free-to-play game analytics. It's easy to read but has some detailed queries and explanations of the methodologies. This book has earned a permanent place on my work desk!
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Kirill
5.0 out of 5 stars Excellent book!
Reviewed in Spain on June 27, 2024
Verified Purchase
I had a wonderful time reading this book. I wanted to dive into the world of game analysis and this book helped me a lot! Thank you Russell for this journey.
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Amazon Customer
5.0 out of 5 stars Quite a good book that covers major mobile game anatical topics
Reviewed in Germany on November 5, 2023
Verified Purchase
Yet I only managed to read around 20% of the book and look through the other part, and found that the book quite good in terms of covering all major game analytics topics with pretty good level of deepness. I am game analyst with 15 years of experience and even though found something new there for my practice. I'd totally recommend this for people with less then 3 years of experience, but for high-skilled professionals this is also a good book to see the practice from another perspective.
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RY
5.0 out of 5 stars Essential
Reviewed in the United Kingdom on September 15, 2023
Verified Purchase
An essential, highly readable, guide to the world of game analytics from event tracking and core KPIs to A/B testing and predictions. The author has an engaging and witty writing style and doesn't get bogged down in theory, with just a handful of formulas scattered here and there. The practical SQL, Tableau and R examples (referencing East Side's own games for extra colour) will make it easy to apply the approaches to your own data. Highly recommended to anyone involved in making sense of game data
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RY
5.0 out of 5 stars Essential
Reviewed in the United Kingdom on September 15, 2023
An essential, highly readable, guide to the world of game analytics from event tracking and core KPIs to A/B testing and predictions. The author has an engaging and witty writing style and doesn't get bogged down in theory, with just a handful of formulas scattered here and there. The practical SQL, Tableau and R examples (referencing East Side's own games for extra colour) will make it easy to apply the approaches to your own data. Highly recommended to anyone involved in making sense of game data
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Jason Chan
5.0 out of 5 stars Highly Recommended for Professionals in the Mobile Gaming Industry
Reviewed in Canada on November 4, 2023
Verified Purchase
Working in Finance in the Gaming industry, this book has been a great bridge for me in connecting the dots between Game Analytics and the Financial performance of our games. It's rare for me to come away from a book with directly applicable formulas and queries that I can apply in my day to day job to add more color to my financial reporting. I have a copy of this and Free2Play by my side as my reference guides for my work. Highly recommended.
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