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!

 
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Infophile@Matthew! Awesome news. I'd preorder on that shout alone if I didn't have a policy against preordering anymore.07/03/2015 - 5:16pm
Matthew Wilsonzero escape 3 was announced today.07/03/2015 - 4:21pm
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Matthew Wilsonhttp://www.gamespot.com/videos/the-point-destiny-the-hardcore-gamers-slot-machine/2300-6425852/ this is very good, and well researched.07/03/2015 - 12:41pm
InfophileOther features to become standard: The ability to remap controls however the hell I want. Quicksave at any time (especially for handheld and mobile games). Plus everything Andrew said07/03/2015 - 10:43am
InfophileRegion-freeing becomes tricky for games with a strong online component though, especially when the servers are run by different branches in different regions.07/03/2015 - 10:41am
InfophileI'm in favor of getting rid of region-locking for any purchased games. I can understand an exception for free, ad-supported games, as many ads are only relevant in certain regions, and it's a ridiculous hassle to get ads for all regions.07/03/2015 - 10:40am
PHX Corphttp://kotaku.com/payday-2-has-been-broken-on-xbox-one-for-three-weeks-1715384186 Payday 2 Has Been Broken On Xbox One For Three Weeks07/03/2015 - 8:44am
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Matthew Wilsonredit is on fire right now. most subreddits have been set to private.07/03/2015 - 1:24am
MattsworknameYou know andrew, those are actualy rock solid ideas, I woudl like those features a bunch ,especially with games that a cut scene heavly. looking at you kojima!07/03/2015 - 1:18am
Andrew EisenActually, "things I'd like to see become standard in video games" ain't a bad idea for one of my future YouTube videos.07/03/2015 - 1:05am
Andrew EisenYou know what I'd really like to see become standard? The ability to pause cutscenes. Rewind and skip (with "Are you sure?") would be nice too. Oh, and maybe display the duration of the cutscene when it's paused.07/03/2015 - 1:03am
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Matthew Wilsonhttp://www.theverge.com/culture/2015/7/2/8888243/reddit-subreddits-private-after-ama-victoria-taylor-fired bad optics by Reddit.07/03/2015 - 12:33am
Goth_SkunkI'm in full agreement on the subtitles issue. I also believe that every game should come with a single-player component, and be playable without an internet connection. Except MMOs.07/02/2015 - 10:51pm
TechnogeekRegion locking bans seem like something that'll be very difficult to pass into law. I'm fully on board with the subtitle requirement, though.07/02/2015 - 10:00pm
 

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