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Tutorial completion doesn't drive monetisation

Tutorial completion doesn't drive monetisation

New data from Glispa has shown that the oft-repeated advice to optimise your funnel - notably your tutorial - may not pay off.

It's published a study from 1.5 million users to identify trends in post-install engagement.

An average of 65 percent completed a game's tutorials, but a mere 2 percent of them went  on to make a purchase.

Hard nosed

From these findings, glispa has suggested that developers should not make tutorials a primary focus in engaging their users, but rather aim to drive what it calls 'true engagement'.

"Developers who want to drive purchases should not just look to tutorials to engage users with games, but make sure that they are optimizing the games experience," said Gary Lin, Glispa's founder and CEO.

"Whether it’s unlocking content or customizing the game, developers should look for opportunities to truly engage users in the game to drive purchases.”

You can read the full data flash here.

Features Editor

Matt is really bad at playing games, but hopefully a little better at writing about them. He's Features Editor for PocketGamer.biz, and has also written for lesser publications such as IGN, VICE, and Paste Magazine.

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John Ozimek Director and co-founder at Big Ideas Machine
My immediate reaction to this is that typically a tutorial give an immediate overview of the gameplay experience, so it makes it easy for consumers to churn if what they see isn't of interest. So to what degree is the problem the tutorial, or the fact that the game as it is presented just isn't of interest?

What you need is a A/B test of the same game where one group plays the tutorial and one doesn't, and you compare the conversion rate...
Zach Zebrowski Game Designer & PR Manager at Nemesys Games
I'm more concerned about what games they studied, as well as the genres they covered. If it was just one title, this does not seem very representative. Unfortunately, they don't give you any information on that part of the study.
David Phan
Depending on the genre of the game, a 2% conversion rate is not necessarily a bad KPI, especially if it's a casual or mid-core game type. I don't think those of us in the industry worry about tutorials equating to conversion. Our primary focus with tutorials is ensuring completion of tutorials (make it quick and engaging) and how this contributes to short-term retention (1D/3D RR).