Masih Alagheband

Masih Alagheband photo
Bazigostarane Derick
Business Intelligence Lead
Talk title:

Game of Data: Rise of data driven game design




I am Masih, Business Intelligence lead at Medrick game studio. I was a Digital Marketing Specialist at Yara Holding for 1 year where we focused on user acquisition for apps and games. We used trackers and analytic tools to optimize CPI and finally choose the best traffic source that has more efficiency. After that, I went to Tapligh Mobile Video Ad Network as a data analyst. In Tapligh we worked with millions of records form over one thousand F2P games and video Ads that worked with Tapligh. we had 500K daily requests for video Ads and our goal was to increase publisher’s revenue from Tapligh and have more efficient users for our Advertisers. Working at Tapligh for 18 months with lots of F2P games gave me a better understanding of F2P market, therefore, I accepted the challenge and accepted a position at Medrick Game Studio where I could make data driven games. In Medrick we first focus on core game play attractions and then we target engagement metrics with adding meta game and try to aim for 720days retention cohorts that have 1 simple F2P formula: LTV > CAC with data science

Talk abstract:

Should we continue investing in our game? This is an essential and challenging question for all the game producers and publishers. Answering this question based on data is the most assured solution, but data analysis always has its own challenges such as: • What kind of data and what amount of data is valid for making decisions? • Which target audience and what kind of tests can give us insights? • Which version of our game is finalized enough to be tested? • How can we assign KPIs to our games? A successful game is consisted of three connected key parts: I. Attraction: Fun core game mechanics II. Engagement: Addictive core loop and meta game III. Monetization: Solid Monetization strategy For answering these questions, in Medrick Game Studio we have designed a chain of instructions: Step 1: Game Concept Step 2: Session Design Step 3: Prototype Step 4: Extended Prototype Step 5: Data Design Other topics that will be discussed are: • Soft launch proposes and attributes • Tests process • Iterations • User segmentation • PRM: Player Relationship Management • Tools