Optimizing the Right KPI

Recently, I read an article that articulates the loss of money due to developers paying for fraudulent installs. According to the article, 6.3 billion dollars were attributed to marketing fraud, out of a total market size of 36 billion for mobile games overall.

The author correctly noted that it is imperative for developers to watch over their marketing campaigns carefully, and try to cross reference data when available in order to cull networks that are pulling in false installs. However, I think it goes deeper than that — game developers want to optimize for various game actions — such as purchase, leveling up, and retaining.

Instead of simply validating which users are real, we should optimize our ad campaigns to keep only the ones that are providing the most value. Install numbers aren´t a good metric for success, but purchases and retention are. Optimizing on the right KPI will help the bottom line and ultimately reduce install fraud in the process.

Have a great week,
Peter

Compulsion Loop
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Warhammer 40000: Regicide

Hammerfall Publishing Global

Why Play? If you’re a fan of Warhammer 40k, you should check out this turn-based strategy/chess hybrid game. Early reviews are claiming the strategy is endless here, and it seems to be worth the $3.99 price point to check out a fresh game design in this familiar universe.

App Store
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Skylanders Battlecast

Activision

Why Play? This new entry in the Skylanders universe is a hybrid digital & physical collectible card game that features gameplay that’s more simple and newbie-friendly than Hearthstone. Keep a close eye on this one to see how a multi-billion dollar brand fares in a space that feels like an obvious fit.

App Store
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One Tap Tennis

Chillingo

Why Play? Gameplay doesn’t get simpler than one tap! This easy-to-learn 8-bit styled game from Chillingo features multiplayer tennis matches and tournaments, super short games, challenge modes, and character progression and unlocks. It also requires players to watch video ads to save their progress: intrusive or innovative?

Google Play App Store
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Britney Spears: American Dream

Glu Mobile

Why Play? If you’ve already played Glu’s other similar titles, there might not be much new to explore unless you’re a big fan of Britney Spears. Gameplay is story-driven, with voiceovers from Britney herself and lots of fashion upgrades & upsells. It will be interesting to keep an eye on this title to see if it succeeds (like Kim Kardashian: Hollywood) or flops (in the style of Katy Perry Pop).

Google Play App Store
Compulsion Loop

CompulsionLoop is AC+A’s (adriancrook.com) weekly pursuit of providing a Featured List for those in the games industry. A look at the latest must-play apps, along with short, useful takeaways from our team of game design and product experts. If you have a game that you think your industry colleagues should try, we’d love to hear about it at games@compulsionloop.com. Don’t forget to tell us why industry insiders should be compelled to try out the game (see what we did there?).

Know a game that you think others should play? Let us know and tell us why we should play it.

Thank you for reading and we look forward to helping you discover more games that you can glean learnings from. Feel free to reply to this email or contact games@compulsionloop.com — we’re always happy to hear from you.

Have a great week!

- Adrian Crook www.adriancrook.com