Duration: 1:01:53

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We all know how Free-To-Play design has elevated the mobile games industry to new heights; but beneath the monetisation is a quieter revolution. The use of analytics. Using data to understand players allows us to create better, more targeted, more responsive games. It also helps give us more insight to make sure that we get the most profitable return on the game - so we can keep adding and improving to this and future games. In this session, Oscar Clark Evangelist at Unity Technologies, shares lessons from his 18 years of running profitable games services focused on one key perspective - the Player Lifecycle. He shows how Player's needs change over time and that we need to ensure our game responds and adapts to them in order to maximise retention, monetisation and even acquisition. He explores the key data points which allow us to recognise the most dangerous moments in the lifecycle of a player as they move from Discovery to Learning, then Engaging and finally Churning. How can we recognise when players enter these stages? and what we can do to help maximise their enjoyment of the game? Only by paying attention to the data can we give our game the best chance of success. This session helps learning about: - A Practical Guide To Using Analytics In Your Games - Understanding The Player Lifecycle: Discovery, Learning, Engaging, Churning - What Do Custom Events and Custom Segment Allow us to do? - Using Analytics to improve the monetisation of your game with Video Ads and IAP

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