Article: Intro to User Analytics - Part I

Anders DrachenAlessandro Canossa, and Magy Seif El-Nasr write an article about user analytics and metrics in Game Developer magazineThis article polls developers to find out about the challenges and opportunities around developing for Android in 2013. We repost this article from gamasutra.com.

The science of game analytics has gained a tremendous amount of attention in recent years. Introducing analytics into the game development cycle was driven by a need for better knowledge about the players, which benefits many divisions of a game company, including business, design, etc. Game analytics is, therefore, becoming an increasingly important area of business intelligence for the industry. Quantitative data obtained via telemetry, market reports, QA systems, benchmark tests, and numerous other sources all feed into business intelligence management, informing decision-making.

Two of the most important questions when integrating analytics into the development process are what to track, and how to analyze the data. The process of choosing what to collect is called feature selection. Feature selection is a challenge, perhaps especially when it comes to user behavior. There is no single right answer or standard model we can apply to decide what behaviors to track; there are instead several strategies that vary in goals: e.g., improve the user experience or increase monetization. In this article, we will attempt to outline some of the fundamental concerns in user-oriented game analytics, with feature selection as an overall theme. First, we'll walk through the types of trackable user data, and then introduce the feature selection process, where you select how and what to measure. Importantly, this article is not focused on F2P and online games -- analytics is useful for all games.

 

Data for Analytics

The three main sources of data for game analytics are:

Performance data: These are related to the performance of the technical- and software-based infrastructure behind a game, notably relevant for online or persistent games. Common performance metrics include the frame rate at which a game executes on a client hardware platform, or in the case of a game server, its stability.

Process data: These are related to the actual process of developing games. Game development is to a smaller or greater degree a creative process, but still requires monitoring, e.g., via task-size estimation and the use of burndown charts.

User data: By far the most common source of data, these are derived from the users who play our games. We view users either as customers (sources of revenue) or players, who behave in a particular way when interacting with games. The first perspective is used when calculating metrics related to revenue -- average revenue per user (ARPU), daily active users (DAU) -- or when performing analyses related to revenue (churn analysis, customer support performance analysis, or microtransaction analysis).

The second perspective is used for investigating how people interact with the actual game system and the components of it and with other players, by focusing on in-game behavior (average playtime, damage dealt per session, and so forth). This is the type of data we will focus on here. These three categories do not cover general business data, e.g., company value, company revenue, etc. We do not consider such data the specific domain of game analytics, but rather as falling within the general domain of business analytics.

Hierarchical diagram of sources of data for game analytics emphasizing user metrics.
Figure 1: Hierarchical diagram of sources of data for game analytics emphasizing user metrics.

 

Developing Metrics From User Data

Many people have proposed different methods of classifying user data over the past few years. From a top-down perspective, a development-oriented classification system is useful, as it serves to funnel user metrics in the direction of three different classes of stakeholders -- for example, as follows:

  • Customer metrics: Covers all aspects of the user as a customer -- for example, cost of customer acquisition and retention. These types of metrics are notably interesting to professionals working with marketing and management of games and game development.
  • Community metrics: Covers the movements of the user community at all levels of resolution, such as forum activity. These types of metrics are useful to community managers.
  • Gameplay metrics: Any variable related to the actual behavior of the user as a player inside the game (object interaction, object trade, and navigation in the environment, for example). Gameplay metrics are the most important for evaluating game design and user experience, but are furthest from the traditional perspective of the revenue chain in game development, and hence are generally underprioritized. These metrics are useful to professionals working with design, user research, quality assurance, or any other position where the actual behavior of the users is of interest.
  • Customer metrics: As a customer, users can download and install a game, purchase any number of virtual items from in-game or out-of-game stores and shops, spending real or virtual currency, over shorter or longer timespans. At the same time, customers interact with customer service, submitting bug reports, requests for help, complaints, and so on. Users can also interact with forums, official or not, or other social-interaction platforms, from which information about these users, their play behavior, and their satisfaction with the game can be mined and analyzed. We can also collect information on customers' countries, IP addresses, and sometimes even age, gender, and email addresses. Combining this kind of demographic information with behavioral data can provide powerful insights into a game's customer base.
  • Community metrics: Users interact with each other if they have the opportunity. This interaction can be related to gameplay (combat or collaboration through game mechanics) or social (in-game chat). Player-player interaction can occur in-game or out-of-game, or some combination thereof -- for example, sending messages bragging about a new piece of equipment using a post-to-Facebook function. In-game, users can interact with each other via chat functions, out-of-game via live conversation (TeamSpeak or Skype), or via game forums. These kinds of interactions between players form an important source of information, applicable in an array of contexts. For example, a social-network analysis of the user community in a F2P game can reveal players with strong social networks -- who are the players likely to help retain a big number of other players in the game by creating a good social environment (think guild leaders in MMORPGs). Likewise, mining chat logs and forum posts can provide information about problems in a game's design. For example, data-mining datasets derived from chat logs in an online game can reveal bugs or other problems. Monitoring and analyzing player-player interaction is important in all situations where there are multiple players, but especially in games that attempt to create and support a persistent player community, and which have adopted an online business model, which includes many social online games and F2P games. These examples are just the tip of a very deep iceberg, and the collection, analysis, and reporting on game metrics derived from player-player interaction is a topic that could easily take up several volumes.
  • Gameplay metrics: This subcategory of the user metrics is perhaps the most widely logged and utilized type of game telemetry currently in use. Gameplay metrics are measures of player behavior: navigation, item and ability use, jumping, trading, running, and whatever else players actually do inside the virtual environment of a game (whether 2D or 3D). Four types of information can be logged whenever a player does something or something happens to a player in a game: What is happening? Where is it happening? At what time is it happening? And: Who is involved? Gameplay metrics are particularly useful for informing game design. They provide the opportunity to address key questions, including whether any game world areas are over- or underused, if players utilize game features as intended, and whether there are any barriers hindering player progression. These kind of game metrics can be recorded during all phases of game development, as well as following launch.

Players can generate thousands of behavioral measures over the course of a single game session -- every time a player inputs something to the game system, it has to react and respond. Accurate measures of player activity can include dozens of actions being measured per second. Consider, for example, players in a typical fantasy MMORPG like World of Warcraft: Measuring user behavior could involve logging the position of the player's character, its current health, mana, stamina, the time of any buffs affecting it, the active action (running, swinging an axe), the mode (in combat, trading, traveling), the attitude of any NPC enemies toward the player, the player character name, race, level, equipment, currency, and so on -- all these bits of information simply flow from the installed game client to the collection servers.

From a practical perspective, you may want to further subdivide gameplay metrics into the following three categories (in order to make your metrics more searchable, for instance):

  • In-game: Covers all in-game actions and behaviors of players, including navigation, economic behavior, as well as interaction with game assets such as objects and entities. This category will in most cases form the bulk of collected user telemetry.
  • Interface: Includes all interactions the player performs with the game interface and menus. This includes setting game variables, such as mouse sensitivity and monitor brightness.
  • System: System metrics cover the actions game engines and their subsystems (AI system, automated events, MOB/NPC actions, and so on) initiate to respond to player actions. For example, a MOB attacking a player character if it moves within aggro range, or progressing the player to the next level upon satisfaction of a predefined set of conditions.

To sum up, the array of potential measures from the users of a game (or game service) can be staggering, and generally we should aim for logging and analyzing the most essential information. This selection process imposes a bias, but is often necessary to avoid data overload and to ensure a functional workflow in analytics.

[To be continued...]