Legend
Week 18 → Apr 29, 2024 to May 5, 2024
Week 19 → May 6, 2024 to May 12, 2024
Week 20 → May 13, 2024 to May 19, 2024
Week 21 → May 20, 2024 to May 26, 2024
Week 22 → May 27, 2024 to June 2, 2024
Week 23 → June 3, 2024 to June 9, 2024
Week 24 → June 10, 2024 to June 16, 2024
Cutoffs
Level-up Release → May 20, 2024 Spring Redesign Release → May 26, 2024 Powerplay 2.0 Release → June 4, 2024 Minimum top-up change → June 6, 2024 Key Observations
Signup bonus/Gameplays (Winter Flow to Spring Flow)
~7% drop in signup to first game play [Level up release in winter flow to spring flow] First gameplay is dependent upon percentage of users claiming signup bonus No change in signup bonus claim to first game play rates Only 42% users going directly to signup bonus home pop-up Users who straight up show intent to play games are upto 20% less likely to claim signup bonus Call such users who went to play games but did not claim signup bonus No improvement in Level up/Powerplay 1.0 retention Gameplays are getting distributed across Level-up and Powerplay (in first game play) Transfers & Wins
17% drop in transfer to wallet (first time) Even after 4 weeks on level-up introduction, 80% of first cash wins comes from Powerplay 11% jump in transfer to bank rates since spring release First win to first transfer (can be attributed to rates of wallet transfer) Work on transfer to top-up? Top-up
6 June to 14 June → 22.07 Median top-up in spring release equals Rs.10 Signup to Top-up Funnel (>= 5) 1 May to 25 May → 4.39% (3780 in count) 1 June to 5 June → 4.31% (1115 in count) 6 June to 14 June → 4.92% (1666 in count) Signup to Top-up Funnel (>= 1) 1 May to 25 May → 5.77% (4962 in count) 1 June to 5 June → 6.44% (1667 in count) 6 June to 14 June → 4.92% (1662 in count) 6% rise in first top-up without game play (>=topup) 9% rise in first top-up without game play (>=topup) Week 22 -> 23, we saw 14% -> 22% change in top-up after first gameplay. Means users understand that they will not lose money Threshold for 15 May to 5 June (Rs.1 to >=Rs.10) Base is total eligible 2nd top-up users → 6.42% Base is total 2nd top-up users → 21.17% Threshold for 6 June to 13 June (Rs.5 to >=Rs.10) [4x smaller net base] Base is total eligible 2nd top-up users → 7.54% Base is total 2nd top-up users → 40% Spins
5 June to 14 June (Smaller top-up values, smaller rewards, high coupon outcomes) 312/64121 = 0.49% conversion Total unique user conversions → 312/230 = 1.356 (fall) 26 May to 31 May (Larger top-up values, Larger rewards, Mid coupon outcomes) 146/10299 = 1.42% conversion Total unique user conversions → 146/94 = 1.55 Between Day 1 -> Day 18, average % Difference between Session Started is 27% Powerplay
Level up
Average D1 retention fell from 26.29% to 12.96% between cohorts (19 May/24 May - 25 May/16 June) Huge anomaly in D1 retention: 19 May (Android only launch day) → 40.33% | Assumption is user stuck only because of daily gems
Game Analysis
If first game is Level up, 90% chance of playing a second game (mostly level up, rarely powerplay) If user has plated Level up first 2 times. 90% chance of playing a third game [deepdive 10% drop] Users who’ve plated level-up as first have played powerplay in their lifetime If first game is Powerplay v1, in winter ui 40% change that user will never play a second game If first game is Powerplay v1, in spring ui 45% change that user will never play a second game If first game is Powerplay v2, in spring ui 63% change that user will never play a second game If first game is Powerplay, only x played powerplay Powerplay v1, in winter ui → 13% Powerplay v1, in spring ui → 7% Powerplay v2, in spring ui → 9% Other notes
June 2024
