Hypercasual Games Analytics

What the talk is about

Yevhenii Matvieiev discusses whether hypercasual games need product analytics and how to use it. He advises tagging the player's first session with detailed events, since a third to a half of acquired users can be lost in the first seconds, and comparing cohorts click by click. For A/B tests he suggests testing only important changes, with roughly 500 users per group at minimum. As benchmarks for hypercasual games he gives day-1 retention of at least 30%, day-7 of at least 8%, and two or more sessions a day of about three minutes. He then covers ad monetization: eCPM, diminishing revenue from repeated impressions to the same user, and experiments with ad formats and placements. Finally he explains why ad LTV can only be estimated approximately. Useful for product managers, analysts and developers of hypercasual games.