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Title: Case Study Competition 8mm Analysis of a Uken Games mobile app -5mm
Author: Nathan Esau, Steve Kane

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Nathan Esau, Steve Kane
September 2015

Objectives

Case Study Competition
Analysis of a Uken Games mobile app

Figure 3: Stages played, engagement, revenue, player skill (bonuses completed)

Figure 4: Heatmap for distribution of players from around the world

1. Come up with a good way to visualize the
data that helps to provide explanatory
insights
2. Use the demographic and event features to
predict revenue, engagement and player
retention
3. Suggest control-treatment experiments for
follow up analysis

Predictions

Introduction

• We

used the random forest model to predict revenue and engagement since this
type of model works well with skewed data (Huang, 2005).
• The gradient boosted model was used to predict retention. This model performed
better than linear models we tried.

Size training set:
250,000 players
Size validation set: 50,000 players
Types of variables: Country, gender, dates
of in-game events, ingame purchases, prizes
won; about 40 variables

Table 1: Comparison of prediction mean and training mean

Revenue

Revenue measures the amount of money spent,
while Engagement measures the amount of time
spent in game. Retention indicates whether a
player plays the game 30 days after installation.
• Revenue

and engagement are heavily skewed
• 97.8% of players don’t spend money
• Given that players pay, the average is $3.33 with
only 5% paying more than $13.20
• The average time spent playing is 32.75, but the
median time spent playing is only 7.
• Retention: 9% of players returned 30 days later

Engagement Return Player

Validation Mean 3.31 | Revenue > 0 33.33

6.5%

3.33 | Revenue > 0 32.75

9.0%

Training Mean

Note that the random forest model predicts 0 revenue for most of the new players,
which is what we would expect.

Random Forest Model

Gradient Boosted Model

Figure 5: Simple decision tree

Figure 7: Error-complexity tradeoff

Conclusions
A/B tests to improve key metrics
• Figure

3 shows that completing bonus objectives is
likely to increase revenue. We expect that creating
additional stages or adjusting the difficulty of the
bonus objective could increase revenue.
• It would be interesting to analyze the impact of
providing unlockable features when a player the
game connects to Facebook or another device.

Figure 1: Important features for predicting revenue

Relationship of key metrics





Figure 6: A random forest
Figure 2: Important features for predicting engagement

• Stage

Count is highly significant to both
We update our model, F (x) = 0.5 log
engagement and revenue
by continually adding a new basis function to
• The types of games a player tries out is highly
minimize the loss function,
significant
to
engagement
−ˆ
yi
yˆi
l(yi, yˆi) = yi ln(1 + e ) + (1 − yi) ln(1 + e )
• The type of purchase a player made is very
The gradient boosted model uses a greedy algorithm. significant to revenue


1+¯
y
1−¯
y







References
We create an ensemble of many unstable models to
form a stable model.

Analysis was done using R. http://www.R-project.org. The ggplot2, randomForest, data.table, xgboost, readr,
qdapTools, and Matrix packages were used. For the models see Methods to Extract Rare Events by Weihua Huang. 2005.


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