Claritics Accelerates Gamester’s User Engagement & Monetization

“Claritics has a very focused approach, as well as a very passionate and motivated team. We love working with Claritics.”

–  Volkan Taban, Co-founder of Gamester

Profile: An emerging leader in social games

Gamester is one of the largest social game developers in Turkey, with more than 2 million installs and over 350,000 Monthly Active Users on Facebook and other social networks. The company’s first app, Townster, is a resource-management, city-building game where users start a construction business and must build their dream city. Townster was recently nominated by the Digital Creativity Awards’ as the “Best In-Game Advertising Campaign” for its innovative integration with the advertiser Turkish Telecom (TT).

Challenge: Gain actionable insights quickly and easily

Gamester had tried other analytics platforms on the market, but needed a faster, easier way to access critical user behavioral data that would help optimize its acquisition, engagement and monetization campaigns. Other solutions did not offer the granularity nor the sophistication required to gain actionable insights into user behaviors, and lacked the ability to adapt to Gamester’s specific needs.

“Other solutions required too much integration effort to start tracking our performance, and the configuration process was just as cumbersome,” says Gamester’s co-founder, Volkan Taban. “We needed to be able to access data right away, and dig into it in a way that would tell us which changes were working and which ones weren’t.”

Solution: Simple onboarding and easy access to critical user data

Claritics is a cloud-based SaaS solution that can be implemented with little to no development resources and delivers easy-to-understand, pre-packaged reports that can also be customized in order to suit any customer’s needs. Gamester first started using Claritics in the Fall of 2011 and was quickly impressed with how easy it was to get started. “Claritics onboarding did not take long hours, and with minimum integration effort we were able to start tracking our performance,” says Taban. “When we compare this experience with other analytics platforms on the market I can say that Claritics has the easiest onboarding process.”

Claritics’ User Intelligence platform gives Gamester access to important data that helps Taban and his team understand how users interact with their games. For example, Claritics tracks crucial engagement data such as gaming sessions, revisit rates, average session length, level-ups, and more. Claritics also offers powerful cohort analysis and user segmentation tools to help Gamester splice and dice the data in a number of meaningful ways. Overall, Claritics enables Gamester to:

• Assess the effectiveness of user acquisition campaigns by referral source
• Track 1, 2, 3, 7, 14, 30 and 60 day cohorts for engagement and monetization rates
• Identify the user groups with the highest Average Revenue Per Paying User (ARPPU)

Results: Optimized acquisition, engagement and monetization campaigns

Claritics has allowed Taban and his team to conduct cohort analysis that helps them track the engagement and monetization performance of their various traffic sources. Therefore they were able to optimize their advertising spend and acquisition channels by re-investing in those channels that delivered the most engaged and profitable users.

Gamester quickly discovered that its best source of highly engaged users was through viral installs, and so the team came out with several new in-game mechanics to improve virality Claritics also allowed Gamester to measure the effectiveness of these new game mechanics and make decisions very quickly on whether to keep or remove each new feature.

“As a consequence of our new viral campaigns, we not only increased virality, but we also lowered our overall cost of acquisition and increased engagement with the game,” says Taban.

Asked how he would rate his experience with Claritics overall, Taban responded, “We were very impressed with Claritics from day one. They’re very open to new ideas and they care deeply for their client’s needs. Using Claritics’ analytics platform has given us significant performance and monetization advantages.”

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