How to become a F2P master in 2013, by GamesAnalytics
Listen, learn and adapt
Edinburgh-based analytics outfit GamesAnalytics has revealed a list of five new year's resolutions for free-to-play games publishers.
If followed, the company claims they'll ensure a successful and prosperous 2013, but it won't be easy.
According to GamesAnalytics, a significant change in developer behaviour is what's really needed to ensure success.
First on the list is a resolution to be a better listener.
Unsurprisingly, GamesAnalytics suggests developers and publishers achieve this through the use of analytics – examining the player experience and user behaviour to root out defection triggers, boost engagement and increase revenue.
Resolution number two builds on this foundation, insisting that developers need to tune incentives, tutorials and rewards to aid retention and convince players to spend in-game.
"Players are for life and not just for Christmas," reads the GamesAnalytics resolution.
"However many publishers are often only focused on customer acquisition. Publishers need to move away from a 'one night stand' approach and develop long term relationships with players."
GamesAnalytics also suggests that developers emphasise the search for actionable insights over dashboard analysis, and advises developers to divest themselves of the "one size fits all mentality."
"The playing population does not fit one profile so let's make our games from the standpoint that 40 percent will be inexperienced gamers and 15 percent will be experts," the company explains.
But the final, and most important, resolution is a simple one. Put the player first.
And to GamesAnalytics, of course, that means learning about the player through analytics and event collection tags, in order to adapt the gaming experience to suit their individual needs.
"Analytics has been a buzz word throughout 2012 but in 2013 publishers and developers need to look even harder at where they are investing and ensure a player-centric approach is at the heart of the way games are built," added GamesAnalytics COO Mark Robinson.
"Our light-hearted New Year's resolutions have a serious message – change the game, because oftentimes we are learning the hard way through unsustainable retention rates and players, quite rightly, are not patient."
If you're keen to follow these resolutions, or perhaps pick up a few more, you can find more of GamesAnalytics' advice in its free whitepaper, 'The Science of Listening.'
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