GameAnalytics: Getting the Numbers Right with Unity.

204655_GameAnalytics_LogoGameAnalytics, a software startup, has just received a big franchise boost in the video gaming space.

GameAnalytics is located in Copenhagen, raised $2.5 million in the 1Q13, and is assisting developers with in-game metrics.  Unity is the leading development platform for creating video games (with 400,000 monthly active developers) and will now include the GameAnalytics software in all new releases of Unity’s game engine software.  A developer can find it at the Unity Asset Store.

This will be especially beneficial for small to medium-sized game developers who don’t have the bandwidth and/or financial resources to set up their own database to track and measure user behavior and experience.

Imagine this: The first or second level of a game is too difficult and the new user is turned off and  never comes back to the game; or, the monetization opportunities are not calibrated correctly and it results in few or no in-game purchases.  Understanding in-game play and behavior based on hard facts is critical to a game’s success.  

Yes, quality content is the primary driver but the ability to measure and understand what the in-game experience is a close second.   An objective understanding may allow a developer to modify or revise the video game, ultimately moving the “success” needle in the right direction. This may include finding and fixing software bugs, maximizing monetization opportunities, fine-tuning game design or making sure there is an overall plan to insure quality.

GameAnalytics has moved from a freemium model to a FREE model for the developer, so the inclusion of the software with the Unity game engine adds all kinds of value (with little downside risk) for the developer and ultimately the consumer.

Some of the features are pre-set to match the industry’s standard metrics, including the various per user stats.  The software also provides insight into cohorts which can get very detailed (ie, time-to-first occurrence for a unique event in the game).  I also like the funnel analysis which allows you to measure the player’s moves and where there might be a friction point which the developer can refine.  Finally, in the browser version, you can literally “see” the user’s experience with the aid of a heat map.  This gives a developer insight into how the user wants to play the game.  

Hopefully the user’s heatmap or “footsteps” match up with the way the developer envisioned playing the game.  If not, GameAnalytics provides the developer a real-time opportunity to make adjustments that better meet the gamer’s desired experience.

from Douglas MacFaddin’s Tech Market Page http://dougmacfaddin.org/gameanalytics-getting-the-numbers-right-with-unity/

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Published by: Doug MacFaddin

Douglas Willis MacFaddin was born June 16, 1961 in the Miamisburg Hospital to Patricia Ann MacFaddin and Richard Willis MacFaddin. My mother’s maiden name is Morrison and she is the youngest of seven children who were raised in Lycippus, PA. My father was the second of four children and was a twin. He was raised in the town of Viola, DE. At the time of my birth, my father worked at the Mound Laboratories in Miamisburg, Ohio in research. Mound was an Atomic Energy Commission facility for nuclear weapon research during the Cold War. My mother made a home for our family. My father passed away in 1991 and my mother is currently living in Avon, CT. Doug MacFaddin is the oldest of five children (Doug, R. Stuart, Anne Marie, Megan and Mary (Heather)). I lived in Ohio for two years, spent the next seven years in Murrysville, PA (outside of Pittsburgh), moved to Little Silver, NJ and relocated my senior year in high school to Avon, CT. My four siblings currently live with their families in Avon, CT and are members of St. Ann’s Church. I attended Mother of Sorrows School in Murrysville, PA. In NJ, I attended Little Silver Point Road School, Markham Place School and Christian Brothers Academy (CBA) in Lincroft, NJ for three years. My senior year, I attended Avon High School and I then spent the next four years at Union College, Schenectady, NY. I received a BS in Industrial Economics and graduated in June 1983. While at Salomon Brothers, I was asked to attend a two-week seminar for Public Finance at the University of Michigan in 1986. In Little Silver, I was involved in Troop 126 where I achieved the rank of Life Scout and was both a Patrol Leader and a Senior Patrol Leader. I also was an alter boy at St. James Catholic Church and spent summers a the Ship Ahoy Beach Club in Seabright, NJ and caddying at the Rumson Country Club. At Christian Brothers Academy, I wrestled for the varsity squad for three years. I took second in the districts my junior year and went on to the regionals. I also ran on their cross country team freshman year and was part of the CBA Colt team that hasn’t lost a duel meet since 1973. My senior year at Avon, I won the wrestling States (S). I went on to wrestle at Union College and qualified for the Div III nationals twice (1981, 1982) and was co-captain both years. My senior year at Avon, CT, I also won the States (S) in pole vaulting. It was the first time Avon High School had a state champ in two sports in the same year. During my four years, I earned nine varsity letters between wrestling, track and football. In 1979, I was accepted into The National Honor & Merit Scholars Society. Upon graduating from Union College, I accepted a position at Salomon Brothers Inc in August 1983. I was an analyst in their Public Finance department at One New York Plaza. I lived in Park Slope, Brooklyn and spent the next four years working at Salomon Brothers. As a result of Black Monday, October 19, 1987 the Public Finance Department of Salomon Brothers was jettisoned to conserve capital. By November 1, 1987, I was working at Dean Witter Reynolds in the new Public Finance Department made up of many of my former Salomon Brother’s colleagues. The new Department was located on the 57th floor of 2 World Trade Center.

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