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.
MaskedPixelantehttp://www.destructoid.com/dark-souls-ii-scholar-of-the-first-sin-upgrade-and-pricing-systems-detailed-289743.phtml Dark Souls 2 pricing revealed, is only mildly confusing.03/30/2015 - 6:02pm
MaskedPixelantehttps://twitter.com/yugiohtas/status/582642955489431552 Roger Slifer sent to the graveyard.03/30/2015 - 3:49pm
james_fudgeEZK: it sounds like a carry-over bug from Demon's Souls.03/30/2015 - 1:29pm
Andrew EisenJust watched a clip of one of his correspondent appearances on The Daily Show. Seems like he'll be a good fit.03/30/2015 - 1:26pm
MaskedPixelantehttp://www.nytimes.com/2015/03/31/arts/television/trevor-noah-to-succeed-jon-stewart-on-the-daily-show.html The Daily Show with Trevor Noah.03/30/2015 - 1:17pm
E. Zachary KnightApparently there is an item duping glitch in Bloodborne. I loved those glitches in old Final Fantasy games. They were great. Nothing like infinite Excaliburs for Ninja's to throw.03/30/2015 - 12:58pm
Papa Midnightis no market for these games. There will be no intreospection whatsoever. It's either that or they blame piracy.03/30/2015 - 11:35am
Papa MidnightI'd like to take this time to reiterate the utter mess of a PC port that is Dead or Alive 5, which is missing significant amounts of features on PC in comparison to it's console counter-part. When sales go poorly, I'm certain the excuse will be that PC03/30/2015 - 11:34am
E. Zachary KnightSleep and sanity? No need for that here. Check out our experience at Super! BitCon as we made a game while visitors got to play games. Game Jamming During A Game Convention: A Convention Jam Tale. http://tinyurl.com/ogx46t703/30/2015 - 10:43am
ZippyDSMleePlank? PPLLAAANNKKK!!!!! :P03/30/2015 - 10:05am
MaskedPixelantehttps://www.youtube.com/watch?v=kXYXuXX48m8 Take the "no-prank pledge" today.03/30/2015 - 9:11am
ZippyDSMleecrap around. It’s quite annoying but kinda fun like galaxy...even if has the power ups I hate the planets... oh and here comes a C&D in 3...2.....03/29/2015 - 11:45pm
ZippyDSMleeI was never that much of a fan they messed up the power ups, the level design was good enough for the time but ...meh.. Playing through sunshine again since I am no longer a south paw the controls are still stupid there's little to no options to change cr03/29/2015 - 11:45pm
Cheater87http://www.independent.co.uk/news/uk/home-news/parents-could-be-reported-to-police-if-children-play-violent-video-games-like-call-of-duty-and-grand-theft-auto-10141697.html03/29/2015 - 11:45pm
ZippyDSMleehttp://www.afterdawn.com/news/article.cfm/2015/03/29/click-here-to-play-super-mario-64-in-hd03/29/2015 - 11:45pm
ZippyDSMleeMedia mafia wants you to sleep wif the fishes!03/29/2015 - 11:44pm
MechaCrashThe MPAA and RIAA are a pack of extortionists and thugs, and they both need to be destroyed.03/29/2015 - 10:19pm
ZippyDSMleehttps://torrentfreak.com/mpaa-wanted-less-fair-use-in-copyright-curriculum-150329/03/29/2015 - 10:17pm
PHX CorpI have to say somthing about an injustice in the Xbox video Store, the first 6 Star Wars films are not available in either SD or HD03/29/2015 - 6:17pm
mthielThis reminds me of schools a few years ago who forbade their students from having MySpace accounts. I don't mean blocking MySpace from the school, I mean banning the kids from having accounts)03/29/2015 - 5:12pm
 

Be Heard - Contact Your Politician