Mike Newman

Founder, Big Duck Games

“Intuitively it makes sense that a user who plays more games on the first day would indicate a potentially valuable user.

But do they stick around for longer? Do advertisers end-up paying more for this user day-in and day-out? How does this relate to value a year from now?

While I can guess, there hasn’t been an easy way for us to measure this.”
- Mike

From a product development perspective, it’s clear we have an opportunity to turn a 0-level player into a 1+ level player – with corresponding LTVs – if we can shift the player’s early behavior through better onboarding.

It’s pretty clear that if a user doesn’t play a game, they aren’t going to end-up sticking around or ever be valuable.

- Mike

For user acquisition, these findings are especially useful for setting conversion values quickly. On day 1 we now have indication of future user value and we can target campaigns appropriately.

Before we were just guessing at this value. Now we can target these higher value users more efficiently.