Social Game Makers Warn: Monthly Active User Numbers Can Be Misleading

September 28, 2011 -

Two social game developers are warning that using inflated monthly active user (or MAU's) number is not a good idea - particularly when it comes to data coming out of games available in Asia. According to social game makers InnoGames and A Bit Lucky monthly and daily active numbers from Asia are not a good measure of a game's success because some regions don't offer any serious monetization.

"Asia is not our highest priority," Gerhard Florin, chairman of InnoGames, told GamesIndustry.biz. "It's good for reach and to have lots of MAUs and DAUs, especially if I go to the Philippines, but I'll never make any money there. They are huge Facebook markets but deliver extremely small revenues."

Florin adds that these numbers are great for making headlines, but not so good for making any actual money.

"We're more interested in the revenue making than the millions of people inflating our servers but never paying anything. The balance needs to be kept," Florin says.

A Bit Lucky CEO Frederic Descamps says that in a space where measuring analytics and user behavior is central to the design of a game, inflated numbers corrupt the important data.

"We've had a pretty terrible time, like most developers, in South East Asia - Indonesia, Malaysia, India. These regions only inflate your numbers and they muddy the water on the analytics side because you'll see an influx of 20,000 people, but right away we know that most of them are not going to come back the next day."

"And most of them have a pretty terrible connection so they're not going to enjoy the game. And they absolutely do not monetise," he added.

Companies like A Bit Lucky are putting their focus on growing in markets where customers can actually be convinced or are already inclined to make in-game transactions.

"To put it more bluntly in our case, we are targeting North America and Europe because those are the audiences that retain the best and monetise the best," offered Descamps. "So in some ways we're not spending any efforts to market in those other regions."

Source: GameIndustry.biz

 


Comments

Re: Social Game Makers Warn: Monthly Active User Numbers Can ...

Social games are really pretty nice if the owners can supply it. Most of them are just making it for money so it is not working :/ I wish to find a game where i can play fast and without spam!

 
Forgot your password?
Username :
Password :

Shout box

You're not permitted to post shouts.
MechaTama31I mean, of the groups being bullied here, which of the two would you refer to collectively as "nerds"?10/19/2014 - 11:30pm
MechaTama31But that's the thing, it doesn't sound to me like he is advocating bullying, it sounds like he is accusing the SJWs of bullying the "nerds", who I can only assume refers to the GGers.10/19/2014 - 11:21pm
Andrew EisenInteresting read. Unfortunately, too vague to form an opinion on but at least now I know what faefrost was talking about in James' editorial.10/19/2014 - 10:39pm
Neo_DrKefkaBreaking GameJournoPros organized a blacklist of former Destructoid writer Allistar Pinsof for investigating fraud in IndieGoGo campaign http://blogjob.com/oneangrygamer/2014/10/gamergate-destructoid-corruption-and-ruined-careers/10/19/2014 - 8:57pm
Neo_DrKefkaOnly good thing I seen come out of the Biddle incident was the fact a professional fighter offered to give 10k to an anti bullying charity for a round in the ring with Biddle.10/19/2014 - 7:49pm
Neo_DrKefkaEven after all the interviews she is still on twitter making fun of people with disabilities (Autism) yet she is a part of the crowd that is on the so called right side of history...10/19/2014 - 7:48pm
Neo_DrKefkaWhich #GameGate supports are constantly being harassed and bullied. Brianna Wu who I told everyone she was trolling GamerGate weeks ago with her passive aggressive threats was looking for that crazy person in the crowd.10/19/2014 - 7:47pm
Neo_DrKefkaI believe the problem #GamerGate has with Sam Biddle is he is apart of this blogging group that in a way hates or detests its readers. Also being apart of the crowd that claims its on the right side of history isn't helping when he is advocating bullying10/19/2014 - 7:45pm
MechaTama31Of course, I'm looking at these tweets in isolation, I don't know a thing about the guy.10/19/2014 - 7:06pm
MechaTama31If anything, the sarcastic implication seems to be that the SJW crowd is bringing back the bullying of nerds. But it's the GGers who are out for his blood? I'm lost...10/19/2014 - 7:01pm
MechaTama31I don't really get this Sam Biddle thing. The reaction to his tweets seems to be taking them at face value, but... they're tongue in cheek. Right?10/19/2014 - 7:00pm
Andrew EisenI have it. The problem, so far as I can tell, is neither of them allow me to overlay my webcam feed or text links to my Extra-Life fundraising page.10/19/2014 - 4:08pm
quiknkoldand yes, its free10/19/2014 - 4:05pm
quiknkoldshould grab Hauppauge capture. has mic support and can upload directly to youtube10/19/2014 - 4:05pm
Andrew EisenThe former.10/19/2014 - 4:00pm
quiknkoldwas it StreamEez, or the StreamEez feature in Hauppauge Capture? cause I know Capture has alot more support from the devs.10/19/2014 - 3:54pm
Andrew EisenI actually tried StreamEez last week. Flat out didn't work.10/19/2014 - 3:53pm
quiknkoldI use the Hauppauge Capture software's StreamEez. Arcsoft showbiz for recording. I just streamed a few hours of Persona 4 Golden with zero problem using the program. Xsplit is finniky when it comes to Hauppauge10/19/2014 - 3:40pm
Andrew EisenTrying to capture console games and broadcast with Open Broadcaster System because I've had technical difficulties using XSplit 3 weeks in a row.10/19/2014 - 3:37pm
quiknkoldand what are you trying to capture?10/19/2014 - 3:31pm
 

Be Heard - Contact Your Politician