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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james_fudgere: MP, i've sent tech support a note - thank you :)09/23/2014 - 3:14pm
IanCNah that wasnt directed at you Andrew :)09/23/2014 - 3:00pm
Papa MidnightRe: SIEGE 2014 Keynote: oh dear...09/23/2014 - 2:44pm
MaskedPixelanteDear GP, something called "doubleverify" is causing some nasty browser issues on my end. Probably one of your ads.09/23/2014 - 2:36pm
Andrew EisenOh hell no. No, it took Nintendo a dog's age just to get to the point its competitors have been at for a while! (And it's still not there yet, in a lot of respects.)09/23/2014 - 2:26pm
IanCSame as PSN handles it, fi you are trying to say only nintendo do that.09/23/2014 - 2:23pm
Andrew EisenYou have to try to purchase something first. Pick a game, hit purchase and if your wallet doesn't have enough to cover it, you'll be given an option to "add exact funds" or something like that.09/23/2014 - 2:05pm
MonteI have seen no option for that on my 3DS; anytime i want to add funds it only gives me the option to add in denominations of $10, 20, 50 or 10009/23/2014 - 2:03pm
IanCWhat Andrew Wilson said. PSN is the same when you make a purchase over a certain price (£5 in the UK)09/23/2014 - 2:02pm
Andrew EisenNeither eShop charges sales tax either. At least in California.09/23/2014 - 2:00pm
Andrew EisenBoth Wii U and 3DS eShops allow you to add funds in the exact amount of whatever's in your shopping cart. If your game is $39.99, you can add exactly $39.99.09/23/2014 - 1:57pm
Infophile@Matthew Wilson: As I understand it, any regulations to force tax online would also set up an easy database for these stores to use, minimizing overhead.09/23/2014 - 1:30pm
MonteReally, the eshop just does next to nothing to make buying digitally advantagous for the customer. Its nice to have the game on my 3DS, but i can get more for less buying a physical copy at retail. And that's not even counting buying used09/23/2014 - 1:18pm
MonteIanC, The Eshop wallet system only lets you add funds in set denominations and the tax makes sure you no longer have round numbers so you ALWAYS loose money. A $39.99 game for instance requires you to add $50 instead of just $4009/23/2014 - 1:13pm
Matthew Wilsonbut thats just it those sites, even the small ones, sell all over the country.09/23/2014 - 11:12am
Neenekoeither that or it would follow the car model of today. big ticket items are taxed according to your residence, not where you buy them.09/23/2014 - 11:07am
NeenekoI doubt it would be the retailer that handles the tax in the first place. If it goes through it would probably be folded in as a service on the processor end or via 'turbotax' style applications.09/23/2014 - 11:05am
Matthew Wilsonsimple there are over 10k tax areas in the us for sales tax. it would be impossible for small online retailers to handle that.09/23/2014 - 10:55am
IanCWhats wrong with charging tax in an online shop?09/23/2014 - 10:47am
E. Zachary KnightI don't see why it would be that difficult to maintain one. Especially for a news outlet with multiple people on the payroll.09/23/2014 - 9:37am
 

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