|The Dangers of Metrics: How Suits Can Ruin Your Game
|Ubisoft Blue Byte
|Track / Format:
|Business, Marketing and Management
Did you know free users get access to 30% of content from the last 2 years?
|Metrics have many dangers. We will explain the problem of self-selection and use statistical methods on data from Ubisoft games to show the "pure" effects of in-game actions. For instance, we show how -- controlling for self-selection -- the net effect of guild membership is positive for retention, but negative for monetization: guilds increase game participation, but decrease the need for micro-transactions. In monetization metrics, guild members are frequently the best-performing players. But this ignores the problem of self-selection: more engaged players join guilds as a voluntary action, resulting in a self-selected group of most active players, who have high KPIs.