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Video Game Analytics 101: Getting Started

Posted by Dmitri Williams

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Oct 2, 2013 7:01:00 AM

Video Game Analytics 101 Ninja Metrics

Before you get started, I recommend you read the post on Practical Metrics. Once you have a sense of what your questions are and who will take action on the answers, you’re ready to consider onboarding a package. Here are four steps to get set up and to make an informed decision:

  1. Instrumentation

  2. Review the SDK

  3. Make security decisions, Enterprise vs. SaaS

  4. Understand “real time”


Instrumentation simply means you’re logging the events that will power all of the metrics. This doesn’t mean you need to build a database and store them, but there does need to be an event to capture. Analytics companies will tell you which events to capture, and how to report them. It’s pretty straightforward.

Why do you need to instrument the application? When an event happens--say a user logs in--the game system needs to be able to say “User 3482 logged in at time XX:XX:XX.” The analytics company supplies a piece of code that then fires this event off, typically to a URL in the cloud, where the data are collected, processed, and then displayed.

Review the SDK

The SDK code is supplied in a library that essentially says “wherever you have your event happening, put this line of code here.” That integration is very straightforward, and should come with instructions for your engineers. If there’s an event the video game analytics company wants that you don’t have, you’ll either need to start capturing it, or there will be some metric that you won’t get. For example, if you want how many players are on level 8 and you don’t collect an event like “advanced from level 7 to 8,” that metric isn’t going to show up. A good SDK will also let you capture an event you care about that it doesn’t foresee. Maybe your game has snowboarding and you want to capture and display half-pipe tricks. The SDK should support that. In general, this is not a complicated process. However, you will need to give your engineers the time to do it, or you simply won’t get even the basics.

Security and Enterprise vs. SaaS

Your game may or may not have a database where you store event logs right now. If you do have one, where is it? Up in the cloud or local? What kind of security do you have on it? Your data are of course precious, and you can ill afford to expose personally identifiable information to the world. The good news is that metrics solutions shouldn’t need this info. However, any company still needs to get your data. You deliver it in one of two ways.

The first option is an enterprise deployment where the firm comes in and copies from your existing database to one they will set up on site. This is fairly complex because the firm will have to map from your data schema to theirs. For example, if they have an event called “Kill_Mob” and you call it “Slay_Foo” then a line of code has to be written to translate it (called an “ETL”). So, this method will take longer and cost more. The advantage is that the data doesn't leave your shop. However, opinions vary as to whether that is more or less secure. Chances are, lawyers will weigh in, but if possible let engineers drive the decision since they are more likely to understand what’s safe and where.

The second, more common option, is to install an SDK so that events fire from your client app into the cloud. Nearly every video game analytics company is using Amazon or the equivalent, and the security is typically excellent. Some engineers believe their data is safer there than locally.

One last note on security. Since any decent dashboard allows exporting, giving access to that dashboard is giving the power to spread data. Now as a rule, the world is a much better place if you give more people access to information, and the same is true inside your company. For example, if marketing can see developer dashboards and vice versa, they are more likely to speak the same language and have common reference points. However, you may not want everyone in customer support to see the financial data. Or maybe you do. A good dashboard system will allow you to set those kind of permissions. Consider your local culture and values before using them.

Understand “real time”

This brings up one last issue, which is the “real time”-ness of your data. Nearly every video game analytics company says they offer “real time analytics.” To some extent, this is statistical and marketing sleight of hand. Yes, we can all process your users and tell you how many logged in, or are on level 5, or spent money. A big Excel spreadsheet in the cloud is indeed basically instantaneous. But modeling (vanilla or predictive) is not something this big Excel program can do, and it’s definitely not instantaneous. So, consider that if everything a firm can do is in “real time,” they’re not doing anything particularly special or powerful.

Models are special and powerful, and it takes time to run them. That’s going to vary by how complex they are and how many players and data points are involved. If your game has 10k players, those models are going to be basically instantaneous. If your game has 10m players, it might take a few hours. Heavy duty models like ours that also crunch social interactions take longer still. So, one thing you want to always understand is how often your predictive analytics are being run. We suggest daily because of the tradeoffs of processing cost, as well as developers’ typical inability to act on things faster. But, if you are nimble, or can afford extra costs, consider having your models run more frequently. It’s about actionability—if you would take action, consider springing for it. If not, don’t waste resources. Read our next post on video game analytics - part 2. Social Value White Paper Ninja Matrics


Topics: Video Game Analytics, Setting Up Game Analytics

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