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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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
Matthew Wilsonthey can, but will they? more inportantly will the traditional sites be willing to do the extra work to maintain the list?09/23/2014 - 9:02am
E. Zachary KnightSo how will it reduce the power of the traditional games press? They can create curated stores too.09/23/2014 - 8:39am
Matthew WilsonI think its a good thing, but it does mean traditional games press will have less power than ever before. To be fair most of the gaming press were never big on pc gaming anyways.09/23/2014 - 8:33am
E. Zachary KnightMatthew, is that a bad or good thing?09/23/2014 - 7:43am
MechaTama31When you say "youtuber", I picture some sort of customizable potato...09/22/2014 - 10:48pm
Matthew Wilsonthis change will only give youtubers more power.09/22/2014 - 9:54pm
prh99Steam has added a curator system. You can follow your favorites and see their recommendations http://store.steampowered.com/curators/09/22/2014 - 9:07pm
MaskedPixelantePlus there's the whole "we don't use accounts" thing that means if you lose your 3DS and have to get a new one, you have to deal with Nintendo customer service to get your downloads back instead of, you know, logging in and downloading them.09/22/2014 - 8:39pm
MonteIndeed. Their wallet system, the lack of sales, applying tax, the lack of price cuts, the eshop is pretty terrible. Only use it for indie games.09/22/2014 - 8:29pm
Andrew EisenThat's the one I'm eyeballing. Really dug the demo. Didn't care as much for EOIV though.09/22/2014 - 8:19pm
MaskedPixelanteOoh, an Atlus sale, it must be a day that ends in "y". I'd much rather get physical 3DS games because of Nintendo's outdated digital distribution policies, but EOU is near impossible to find anywhere nowadays... conflicted.09/22/2014 - 7:48pm
Andrew EisenOooh, Atlus sale in the 3DS eShop. I might have to bust open my piggy bank. http://www.siliconera.com/2014/09/22/shin-megami-tensei-iv-atlus-games-sale/09/22/2014 - 7:21pm
Matthew Wilsonhttp://www.pcgamer.com/2014/09/23/steam-update/ steam finally adds content Curation. I like that the user can pick which peoples recommendations they want to see.09/22/2014 - 7:16pm
MaskedPixelanteNintendo put three dual-gendered characters in Smash Bros 4.09/22/2014 - 7:13pm
 

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