How does the EA platform measure and analyse player engagement metrics?
The methods and approaches that are common in most platforms for the measurement and analysis of player engagement metrics normally combine both quantitative and qualitative data. For instance:
User Activity Tracking
User Activity Tracking: User activity tracking can reveal such parameters as login frequency, session length, time spent on different features, among others. This may help to understand which part of the game the player finds most engaging.
In-Game Analytics
In-Game Analytics: Install such data-analysis kits right inside the game to be able to gather much finer data on how the players behave—for example, by tracking the completion rates of levels, the frequency of in-app purchases, and the use of specific game features.
Retention Rates
Retention Rates: Keeping retention rates calculated is very important in understanding engagement: how many players are tracked back into the game after the first session, and over how many different periods. (e.g., day 1, day 7, day 30 retention).
Churn Analysis
Churn Analysis: Understanding why players stop is key to improving engagement. Platforms look at churn rates to spot patterns or common factors that lead to player dropout.
Surveys and Feedback
Surveys and Feedback: Getting direct input from players through surveys or in-game messages can give quality insights into player happiness and interest. This data can show areas for betterment or fresh features that players may like.
Social Interactions
Social Monitoring: Watch friend invites, multiplayer sessions, and community forums to see how players are interacting both with each other and with the game's social opportunities.
Achievement and Progression Tracking
Achievement and Progression Tracking: Monitoring player progress and achievement unlocks and challenge completion can give an idea about player motivation and retention.
Monetization Metrics
Monetization Metrics: Average revenue per user (ARPU) and conversion rates of free-to-paying users are some of the key metrics analyzed to determine relative engagement between cohorts.
Heatmaps and A/B Testing
Heatmaps and A/B Testing: Heatmaps show the playtesters' interactions over time with the interface, plus a graph of which part of the interface was most popular at what time. A/B tests of different features or mechanics in the game help pinpoint what changes drive more play.
Through this integration, platforms should be able to gain a 360-degree view of player engagement - the ability to not only analyze what has happened and why but also to prescribe an action based on the insights - which would help improve performance on KPIs related to player retention and satisfaction.