Space Ape's Analytics Stack

ABOUT SPACE APE
Space Ape's hit real time strategy game, Samurai Siege, has been played by over 11m people and generated over $50m in revenue since it's launch in October 2013. The game was built by a team of 12 over 6 months.

Samurai Siege has sustained in the grossing charts where many come and go in no small part because of the team's focus on live operations. Every week new content is pushed live, marketing strategies are refreshed and the game is optimised based on a combination of player research and analytics.

ABOUT THIS PRESENTATION
This presentation shows the evolution of the Samurai Siege analytics stack and some of the applications of the data by Space Ape's product, marketing and community teams.

The stack started as a simple MVP but evolved over time as the game matured and the competitive landscape changed. It is now a fully functioning service that was easily replicated to support the launch of their next game Rival Kingdoms (currently in public Beta). As such, the presentation will be of interest to smaller games studios who are figuring out how to prioritise investment in data as well as established studios who might be re-thinking their legacy systems and figuring out how to bring the data focus needed to succeed in the modern free to play games business.

This presentation was made by Space Ape's analyst Richard Reyes and shared with local game developers at the Great British Big Data Game Show & Tell in London on 25 February 2015.

For more on Space Ape's Live Ops and Analytics stacks see

https://tech.spaceapegames.com/2016/12/07/space-ape-live-ops-boot-camp/

1. Space -':/-
The Samurai Siege Analytics Stack

24th February 2015

2. © SpaceApe

DICO

Topics

. Samurai Siege Overview
. Samurai Analytics Stack Evolution

DWH Components
User Acquisition Tools
Product Tools

CRM Tools

3. O Space

4. © spacenpe 2
Samurai Siege at a Glance

Mobile real time strategy, iOS, Android
Developed in 6 months by team of 12
Live October 2013
11M Installs / 1.2M MAU / 250K DAU

$23M in Gross Revenue to Date

5. © spacenpe
Our Development Approach

Small dev teams
Creative + Science
Agile
Live Operations

Data empowered

6. The Samurai Siege

Evolution

7. O SpaceApe

135 Billion Rows

13TB Of Compressed Data

250m x 125 columns Rows Per Day

8. O SpaceApe

Samurai Siege Data Stack swnéT
Disconnected from live game

se

tableau

y ina

Data
Capture

AB
Tests

ee)
i

+ableau

Qstucio

Insights & Learnings

9. Data Warehouse
Core Data Elements

10. © SpaceApe’
Daily Summary (Over 200 Metrics)

In Game CALENDAR Tenure

Behaviour
n lh2 3

445 697 8 910 B
eat alances
Monetisation 11 1213 14 15816 17

18 19 20921 22 23 24

Spend Tier 25 2697 28 25° 31 Device

11. © SpaceApe'

e Automated and Run Daily
through an SQL Runner

e Delta Process. Clear and
Insert Data for Past 3 Days

e Process completed in
Minutes not Hours

12. Espere” Slice and Decide to your Delight!

Payers =
2333813085355

if
<

13. S Ape”
Co Single Player View

Retention 0 Platform
Acquisition Channel Operating System
Device Spend Behaviour
Game Balances A .<ı
Country Larios

Retention

14. O SpaceApe

Single Player View

71724ca2-c1f8-4519-8ae5-f8628a005653

cohort

player_id

villagename XXXXXXXX

allianceid 9b9f3aaa-09ee-42f9-b53f-5f9003e59c79

alliancename XXXXXXXX

signupdate 17/08/2013 06:39:00

max_actiondate 08/02/2015 17:58:00

controlflag 0

playerlevel 35

castlelevel 9

max_pveseq 11000)

playerhonor 411
2

{tenure

540

15. © SpaceApe'

Single Player View

first_deviceplatform

first_deviceraw iPad2,1
first_devicelong iPad2 - Wi-Fi
first_deviceshort iPad2
first_playerlanguage English
first_deviceos ios

ios

first_deviceid

c82848be88d034317526fa72b1b597ad

last_deviceraw

samsung SM-G900F

last_devicelong

Samsung Galaxy S5 (Europe)

last_deviceshort

Samsung Galaxy S5

last_playerlanguage English
last_deviceos android
last_deviceplatform android

16. © SpaceApe'

Single Player View

[first_country_iso

US

last_country_iso

GB

[first_country

UNITED STATES

last_country

UNITED KINGDOM

first_continent

NORTH AMERICA

last_continent EUROPE

[email XXXXXXXXXXX

ret_d1 0

ret_d3 0

ret_d7 0
0}

ret_d12

17. © SpaceApe'

Single Player View

spend_first24hours _|$ -
spend_firstädays $ 9.00
spend_first7days $ 9.00
spend_first2weeks |$ 9.00
spend_last24hrs $ -
spend_lastOto7days |$ -
Ispend_last8to14days |$ -
spend_lasti5to21days |$ -
spend_last22to28days |$ -
spend_total $ 104.00

last_purchasedate

18/04/2014 00:00:00

18. © SpaceApe'

Single Player View

last_purchasedate

18/04/2014 00:00:00

tot_login_first7days

86

login_last0to7days

login_last8to14days

login_last15to21days

login_last22t028days

alojojo

spendtier

Villager

is_newbie

is_nonspenderprio

is_spendrisk

publishername

ORGANIC

campaignname

subadgroup

publisherid

19. © SpaceApe'

e Automated and Run
Daily through an SQL

Runner
e Recreated in Full every
=> @ o y da
Y
PostgreSQL e Based on Daily

Summary Table

e Process completed in

Minutes not Hours À

20. O SpaceApe

Slice and Decide to your Delight!

21. © Spacerpe Attribution Data

Vungle “Tapjoy yancorony + some

-=>AD< ©) EEE

22. O SpaceApe

us

15
16
E
Fr

UA Source & Cost Information

3 reporting. date [u] # ad network] $ compsign name

IQ] * campaign types] a. [campaign newark ju] country [u] Impressions] dds [u] sta (y ost u]
ik here to define a iter

jua

[ea37ae6i9|

a ol

645790619

as

sxsrsasss

(543798619

53739619

5373961

(éssmesso pu

REINE

93799619 pu

ares NAL

ares NAL

earesi9 MAL

(0700619 NULL

543788619 MAL

25/03/2015

[643758619 MAL

35

645798619

seen

645758619
739519

SRS EM wae E

EEEREREE

sis
4 04

23. © spacenpe Ñ
UA Source & Cost Information

Install Date
Campaign Network
Campaign Name
Country
Cost
Clicks

Impressions

24. Acquisition Tools

25. © SpaceApe’
Predictive Life Time Value

SEGMENTATION BASED ON MONETISATION AND
ENGAGEMENT IN THE FIRST 7 DAYS

26. O SpaceApe

Predictive LTV

27. © spacenpe
Predictive LTV Data Warehouse Process

Segment Users

Assign Appropriate Curve

o.
(D based on Segmentation

e Calculate pLTV based on
BEERS. different time periods

Automated and Run Daily
through an SQL Runner

28. © spacenpe an
User Acquisition Landscape

Fragmented Area
Data Driven
Unified Dashboard is needed to scale

Fast Reaction

29. © SpaceApe’
Dashboards & Email Alerts

DLEIIITEITIZTTT
os

Lal blu Jı AU

ul soli hit adh 2a.

30. O SpaceApe

Campaignname
SIEGE_RU_10S8.0_10-45 M_BROAD_CPA
SIEGE_JP_ANDROID42 18-45 M_BROAD_CPA
SIEGE_AUZA 10S8.0_18-45_M_STRATEGYCORE_

SIEGE JP 1088.0 1845 ALL STRATEGYCORE GPA
SIEGE_ENGWHALES 108.0 13-65 ALL_
SIEGE_KR_ANOROID42_1845_M_STRATEGYCORE_CPA
‘SIEGE_TW_10S8.0_19-45_ALL_STRATEGYCORE_CPA
SIEGE_US ANDROID42 18-45. M_STRATEGYCORE_CPA
SIEGE_US_ANDROID4.2_18-45_M_STRATEGYWIDE_CPA
SIEGE_BR_1OS_ALLIPHONEIPAD_18-45 M_STRATEGYCORE_
‘SIEGE BR_IOS_ALLIPHONEIPAD_18-45_M_PCSTRATEGY_
SIEGE_ENGWHALES ANDROID42 18.45 M_
SIEGE_JP_ANDROID42_18-45_M_STRATEGYCORE_CPA
SIEGE_KR_ANDROID4 2_18-45_M_KOREABROAD_CPA
SIÈGE-JP_10S8.0_18-45-M_ JAPANBROAD_CPA
SIEGE_AUZA_10S8.0_18-48_M_ONLINESPENDERS
SIEGE_HK_1088.0_18-45_M_BROAD_CPA
SIEGE-AUZA 10560 _ 18-48 ALL_PCSTRATEGY_
SIEGE_RU_10S8.0_18-45_M STRATEGYCORE CPA
Grand Total

Campaign Optimizer

Users PRO! cpl patv Cost Spend Total Impressions
168 1231% S271 $3338 $5426 Sal 16,178
360 Tar, S180 $1341 $7695 $323.00 12333
276 628% 5144 005 54733 00 12762

2460 440% $388 $ITOB $113615 SISI1OO 77954

3.000 367% $335 $1230 $I197S9 221100 200.324

5364 291% $201 $586 $1.28473 $1,908.00 228.522
‘446 232% 51.85 S420 sera SISTOO 188%

1,908 180% $177 $334 $40I79 $i0S00 58058

2364 168% 3189 $317 $53128 $456.00 7208

41056 174% 5031 5054 $30.12 $000 28579
628 162% 5031 Sos 52315 5000 16767

1.082 148% $153 $228 st sta 23278
924 129% 5224 S288 $2468.14 36200 18709

2052 92% 5217 $200 $5021 $040 154448

9 ES] 35.00 $433 $57.19 S2T00 12162
24 80% $237 S189 so $0.00, 3.002
480 17% $136 sos 8797 $500 28788
216 77% $172 $133 54435 5000 15878
228 61% 5394 $239 si0698 sion 10830

23,136 292% $224 $653 $6,158.83,

$7,168.00

11013430

CIR
150%
236%
166%
210%
127%
251%
195%
285%
329%
234%
236%
3.03%
382%
233%
12%
080%
214%
15%
256%
222%

ovr
556%
9.52%
10.85%
12.55%
941%
7,96%
10.08%
947%
331%
1347%
13.13%
120%
10.72%
474%
491%
741%
597%
887%
686%
857%

31. Product Tools

32. © SpaceApe’
Standard Key Performance Indicators (KPI)

Retention
Average Revenue Per User
Average Revenue Per Paying User
Daily/Monthly Active Users
New Users
Session Length
Average Sessions Per User
Spend Metrics

33. © SpaceApe’ o .
Additional Metrics

Spender Conversion %
Life Time Value
Re-engagement

34. O SpaceApe
Key Segments

Spend Tiers
Time Cohorts
Acquisition Channel
Device Platform

Country
In Game Segments e.g. Castle Level

35. O SpaceApe

Real-time dashboards

Activity Monetization @
New Users DAU DayIRoongagement Conversión Revenue Purchases
27 42,600% 67 1347% 5 4400% os $46 W50% 5,426 45,019%
2 . 8 Es £ o so sa
Day Retention Day? Retention Day 30 Retention ARPUDaiy ‘ARPPUDaly Deu
08% 08% 0% $0.69 189% $46 ¥50% 140%
” oF o sos se 1
Number of Sessions and Average Session Length for the last — Top Selling Items for the last 14 days Liquid +
24 hours
«
Horn
® Sine | |
er, FP PPE SPEC SPSS
mins x os RCE

CEA POPPI SEE

36. © spacenpe
Easy A/B test set up

cheney MATE Vint Comm Teese

Set up A/B test in
SWRVE + basic results

More advanced metrics
analysis in DWH

37. O SpaceApe

Automated multidimensional daily reports

Slicing all day long!

More dimensions, aggregation flexibility

Monthly / weekly revenue
Full device split
Event type

To be applied on a lot of information

IAPs , diamonds spending

Economy movements

Event performance

Honor movement

Behavioural changes (eg army
composition)

Community stats (time to first response,
CSAT, per value tier)

Army composition for castle 9 and 10 ? in Japan, during a
event, ...

Measure Names
cher

E Commander

I Dragon

Ill Fire Demon
Hosier

39. © SpaceApe'

€
MadChimp
BEHAVIOURAL SEGMENTS
SPEND LEVELS Í salesforce 1 |
a)
BG FEEDBACK *

EMAIL
MESSAGE DETAILS

40. © spacenpe
CRM data defines agent workflow

0000000000000000000000;,,

IN

41. O Space

42. O SpaceApe

CRM data defines agent workflow

43. Priority tags

Spend/Influence level
(per game)

Spender churn risk
Propensity to convert
Newbie

Info tag

Comp history
Platform
Error codes
Problem type

44. O SpaceApe

ME augmented with CRM data

45. O SpaceApe

Tickets augmented with CRM data

46. S Ape”
Que Enables value based SLAs

47. Learnings / Tips!

48. O SpaceApe

Decide from the Beginning if you want to
create a Data Warehouse

49. O SpaceApe

Do not collect everything!

50. O SpaceApe

Make Data Accessible

51. O SpaceApe

Keep your finger on the pulse

52. O SpaceApe

Automate!

54. O SpaceApe

Using Predictive Analytics to Trigger In-
App Messages/Offers for users.

55. O SpaceApe

Enhancing our Machine Learning
capabilities

56. O SpaceApe

Network / Cross Platform
View and Analysis

58. © SpaceApe’ o .
Additional Information

Website:
http://www.spaceapegames.com/

Blog:
http://weare-bananas.tumblr.com/

Rival Kingdoms:
http://www. rivalkingdomsgame.com/

Questions:
richard) spaceapegames.com