Game Development Reference
See how many users choose option A over option B. Then send out the mail
that gets a better response rate to the other 90 percent of your customers.
l• Make your metrics and their results accessible to your team. You want trans-
parency here so that team members in different disciplines can understand
what success looks like and how their contributions to the product can affect
the end user.
l Ensure that you are able to gather and analyze your metrics in a timely fash-
ion; ideally, your study, iterate, review, and results loop should be measured
in hours or days, not weeks. You can't afford to wait long before realizing
you're doing something wrong. It's just too hard to reacquire users once
they've tried your game and decided that it sucks. So you want to be made
aware of issues as soon as possible.
l Strive to keep your metrics infrastructure separate from your other software
modules. You'd like to be able to reuse this framework for other games in
the future without huge extra effort. As with the rest of your systems, it's
ideal that the code and databases that gather, store, and help your team
understand the metrics be easily duplicated and integrated into other games
or software that you end up creating.
l Ensure that your metrics are auditable and can be cross-verified against
some external source like Google Analytics.
5.7 Case Study: Ravenwood Fair and the Use of
Metrics in Game Design
Ravenwood Fair launched in late 2010 and quickly grew to more than 4 million users.
The Ravenwood Fair team graciously shared many of their metrics data to help other
designers learn from their experience. Used with permission of Lolapps.