Finding the $100,000 needle in the haystack.
In late-March the team at mobile game developer Mino Games opened one of their daily Comparative reports. They saw revenue had declined by a whopping 30% compared to the prior month resulting in a $100,000 loss. This was an emergency.
The Mino Games team immediately drilled down into their Comparative report to figure out what was going on and why.
In one click, they first saw that the revenue loss stemmed from a decline in in-app purchases from their “End Game Users” (users who were level 75+). In one more click, they drilled down further and saw these users had significantly decreased their spend in “Flash Sales”, particularly for users who had spent over $1000.
End Game Users are traditionally the highest spending user segment and most of their spend comes from Flash Sales, so this decrease was a large cause for concern.
But there was more to learn.
Revenue from New Users, a completely different segment, was up by 42%. This offset the overall revenue decrease, and while this might seem like good news, it could have made data analysis very tricky. Without this clear drilldown that showed both of these segments side by side, the decrease in the end game users could have easily been missed.
This insight had huge implications. That month, product had launched a new promotion aimed to drive purchases within the game. In just 60 seconds, the Mino team was able to see that the promotion worked for New Users but actually hurt revenue from End Game Users.
It would have taken days of analysis to achieve this clarity of insight – instead it took a minute. Without Comparative, Mino’s analysts wouldn’t have had the bandwidth to take this on. This happens almost every day – analysts, pms and execs are able to save days of work, and free themselves up to focus on what’s important.
“With our previous BI tools and manual analysis, it would have been like searching for a needle in a haystack to understand why our revenue had dropped so sharply. The immediacy and depth of analysis through Comparative drill down reports enabled us to move quickly and optimize our in-app revenue for the next month.” -Shane Sareli, Chief Product Officer at Mino Games
Re-Engaging End Game users, and Driving Back Up In-App Purchases by $100,000
With this insight, the solution was simple – targeting. The team relaunched the sale, only this time the promotion was different for End Game Users. It added in more content that they cared about and changed the price point.
The result was best of both worlds – both New Users and End Game Users saw promotions they liked, and revenue from End Game users segments increased to $X.
What would have been a disaster, or worse, gone unnoticed, turned into a huge revenue opportunity for Mino Games and a big improvement for their players. In 60 seconds, Comparative had saved Mino $100,000.
Why Comparative is a Must-Have for Mino Games
Today, Mino uses Comparative every single day to stay on top of key metrics and continually improve their business. We asked the team what the value of comparative is, and they came back with three core answers:
Revenue Optimization: “Because results are instant, we can stay on top of every core metric, every day, meaning we can mitigate every single revenue drop and optimize every single revenue growth opportunity.”
Resource and Cost Saving: “It saves us tens of thousands a month on unnecessary BI tools and complex querying. Not to mention having to hire having to hire an additional full team of analysts to achieve the same result.”
Time Saving: “Rather than spending weeks on one analysis, we can do it immediately and put those resources on bigger strategic data tasks.”
“Comparative saved us a ton of time. Before Comparative, when something happened, we had no idea where to start investigating. We would have to try every segment and permutation, and there are thousands, to find which segments had the issue. Now we know exactly where the change occurred, immediately.’” - Diego Alonso Delgado Cáceres, Data Lead @ Mino Games
About Mino Games
Mino Games is a mobile games developer based in Montréal, QC. Mino Games was founded in 2011 as a small group of passionate engineers and artists. Its mission is to create the highest quality games that millions of people all around the world play and love. It has now grown to over 70,000 daily users worldwide.
Comparative is the first platform to completely automate analytics. The algorithm analyzes your entire dataset in minutes, and surfaces the why behind the changes in your key metrics, instantly. This is the future of analytics.