Social Gaming Summit Preview: Q&A With Kontagent's Albert Lai

Tomorrow, May 6th, in San Francisco, the Social Gaming Summit kicks off with the SGS University sessions, and one of the sessions will be “Measuring the Health Of Your Social Game” with Albert Lai from Kontagent. Kontagent is a metrics and analytics company that gives game developers the tools they need to easily analyze and report on hundreds of different activities in their game, and Albert will be discussing which of those metrics best describes the game’s health. We had a quick Q&A with him to give you an idea of what’s coming.

1) Your talk is “Measuring the Health of Your Social Game”. Can you let us know a bit about what you’ll be discussing?

Albert: We’ll be presenting an overview of some key performance indicators and metrics to track that we’ve found to be best pratices across our customer base of hundreds of applications that we work with at Kontagent.

2) What metrics do you think best describe the health of a social game?

Albert: There’s a number of them, and they all work with concert with the other. But really it boils down to what your Network Life Time Value of a customer is, which is made up of all your usually metrics — ranging from virality, retention, and monetization at a macro level.

3) What metrics are insightful predictors for a game’s future growth?

Albert: While virality is a key piece of the equation, your ability to sustain that growth will be your ability to retain customers — which is a much more appreciated now by developers as they move beyond just tracking and optimizing initial viral growth.

4) How often should game developers be tweaking based on Metrics?

Albert: This is a difficult question to answer as it really depends on how traffic volume you have, how quickly you’re able to deploy new tweaks, and how good your systems are at measuring the effect of the tweaks. Parts of the system can be tweek on an hourly basis, while some parts really need to be looked at on a more macro level/time frame. Outbound viral messages for example is something we’ve put a lot of effort on helping our customers tweak rapidly with automate tools, as its one of those things that are low cost, and yet high returns with simple A/B testing.

5) How does Kontagent make it easier for social game developers to iterate?

Albert: We provide a suite of best practices best metrics frame work, as well as marketing and test automation tools that help you more rapidly glean insights into your users viral, engagement, and monetization behaviors. Anyone can go for a test drive immediately via our demo dashboard here.

6) What are your favorite social games these days?

Albert: Its funny you should ask, my favorite social game has always been the same — its the ultimate “social game”: The Start Up Game. =