With the rise of blockchain technology and NFTs, the gaming industry is experiencing a major shift towards decentralized and more user-centric experiences. As such, it is crucial for game developers to understand their users and continuously improve the overall gaming experience.
There are many types of metrics that game developers can measure to ensure a successful product launch and continued growth. In this article, we will focus on User Experience (UX) metrics specifically for Web3 games.
1. User Satisfaction Metrics
Although this may seem like a no-brainer, measuring user satisfaction is crucial for any product’s success. In the context of Web3 games, this includes understanding how satisfied users are with the overall game experience, including gameplay mechanics, graphics and design, community engagement, and more.
One way to measure user satisfaction is through surveys or feedback forms. These can be integrated within the game itself or sent out via email to gather valuable insights from players. It is important to also ask for specific feedback on new features or updates, as well as overall satisfaction with the game.
Also referred to as the Net Promoter Score (NPS), this metric measures the likelihood of a user recommending the game to others. This can give developers an idea of how engaged and satisfied their users are, and whether they are likely to spread positive word-of-mouth about the game.
2. User Engagement Metrics
The previous metric is much broader and can give an overall understanding of user satisfaction. However, it is also important to measure specific aspects of user engagement within the game. This can include the time spent in the game, frequency of gameplay sessions, and number of active users.
With the rise of Web3 games, developers can also measure user engagement with blockchain-related features such as in-game NFTs (Non-Fungible Tokens) and decentralized marketplaces. This can give insights into how users are interacting with the game’s unique features and whether they are finding value in them.
If for example, there is high user engagement at a special event challenge where winners receive in-game currency as a reward, this can indicate that users are highly motivated by competitive gameplay.
Now, let’s say there’s a story telling segment with dialogue but there is a drop in user engagement during this part of the game. Developers can use this data to improve or remove certain aspects of the game that may be hindering player engagement.
3. Conversion Rate Metrics
Imagine an NFT shop becomes available within the game and not a single player makes a purchase. This could indicate that the implementation of this feature was not successful in converting players into paying customers. Perhaps having this aspect of the game appear a bit later when players have a better understanding of the game and their goals could lead to higher conversion rates.
Tracking conversion rates can also help developers understand how effective in-game advertisements or microtransactions are at generating revenue. By measuring the number of players who convert to paying customers, developers can make informed decisions on how to improve and optimize these features.
by knowing exactly which events happen prior to the highest spending, game developers can strategically place these events in the game to entice players to spend more. If the conversion rate metrics seem to increase after completing a multi-level campaign, for example, developers may want to create more campaigns within the game.
Additionally, conversion rate metrics can also help with pricing decisions. By analyzing how many players are willing to pay for certain items or features, developers can adjust prices accordingly to maximize profits. This data can also provide insights into which types of in-game purchases are most popular among players.
4. Retention Rate Metrics
Also known as the percentage of players who stop playing the game over a period of time, churn rate is an important retention metric. This metric can be used to determine if certain updates or changes to the game are causing players to lose interest and stop playing. A high churn rate could also indicate that there is a lack of long-term engagement within the game.
If players are leaving the game after just one month, it could indicate that there aren’t enough multiplayer gameplay options after the main story is completed. Alternatively, if players are leaving after six months or more, it could suggest that the game lacks frequent updates and new content to keep players engaged. A DLC might be a solution to this problem.
Using a retention curve, which maps out the percentage of players still active over a period of time, developers can pinpoint when players are most likely to leave the game. This can help them identify problem areas and make necessary improvements to retain players for longer periods of time.
If there are cut-scenes that are designed to create storytelling, but every time these cut-scenes occur, a large number of players leave the game afterwards, it could indicate that the storytelling aspect needs improvement. This information can be used to adjust the frequency or length of cut-scenes, or even redesign them entirely to keep players engaged and interested in the story. Adding a simple skip option could result in a much longer retention rate if this is the case.
5. Error Rate Metrics
There’s almost nothing that frustrates gamers more than game errors and glitches. These can significantly impact the player experience, causing them to lose progress or even quit the game entirely. Therefore, tracking error rate metrics is crucial for developers to ensure a smooth gameplay experience.
Some common error rate metrics include crash frequency, error frequency, and time to fix errors. Crash frequency measures how often the game crashes for players while they are playing. Error frequency tracks the number of times an error occurs in the game’s code. This can give game developers insights into why the game is crashing and how to fix it.
‘Time to fix error’ measures how long it takes for developers to address and resolve an error. This metric can highlight areas where development processes may need improvement in order to reduce the time it takes to fix errors and improve the overall gameplay experience for players.
By monitoring error rate metrics, game developers can proactively address issues in the game and continuously work towards improving the player experience. This not only helps retain current players but also attracts new ones who are looking for a smooth and enjoyable gaming experience.
Sometimes a simple game that is 100% reliable is much more user-friendly than a blockbuster game that constantly crashes. By understanding this metric, game developers can make the best decision between adding new features that could slow down the game even further or fixing errors that could improve the overall player experience.
6. Task Completion Time Metrics
A task success rate measures the percentage of users who successfully complete a specific task within a game. This can range from completing a tutorial to purchasing an in-game item. A high task success rate indicates that the game’s interface is intuitive and user-friendly.
Time on the other hand, measures the amount of time it takes for a user to complete a specific task. A lower time on task indicates that the game’s interface is efficient and easy to navigate. However, a fast time on task could also mean that the task is too simple and lacks depth or engagement.
The desired result depends on the gameplay itself. If the purpose is to create a puzzle within the game, then a longer time on task could indicate a more challenging and engaging user experience. This metric should be used in tandem with a deep understanding of your target audience. If your target audience are thrill seekers looking for quick and intense gameplay, then a fast time on task would be ideal.
If there is a long task completion rate paired with low engagement and declining daily active users, it could be a sign that the game is too difficult or not engaging enough. Game developers could include micro rewards to help some users complete the task or offer optional in-game hints to help them along. This way, the hardcore puzzle lovers will still get the challenge they seek while those who are struggling can still progress and enjoy the game.
7. Accessibility Metrics
Did you know that around 8% of men and approx. 0.5% of women are color blind to some degree? This is a significant portion of the population and can greatly impact their gameplay experience if not taken into consideration. Accessibility metrics measure how easily a game can be played by individuals with disabilities or specific needs.
Some common accessibility metrics include color contrast, font size, and keyboard/mouse controls for those who may have visual or physical impairments. These metrics are important to ensure that all players, regardless of their abilities, can fully enjoy the game.
Game developers should also consider incorporating features such as closed captioning and alternative controller options for individuals who are deaf or have mobility limitations. These metrics not only improve the gameplay experience for these players but also show inclusivity and diversity in the gaming industry.
Having adjustable difficulty levels and customizable settings can also improve accessibility for players with different skill levels or needs. By considering accessibility metrics, game developers can create a more inclusive and enjoyable experience for all players. These options should be clearly displayed in the menu and easily accessible for players to adjust as needed.
8. Loading Time Metrics
In today’s fast-paced world, people want information and experiences instantly. This also applies to video games, where long loading times can greatly affect the overall gameplay experience. Loading time metrics measure how quickly a game loads and how smoothly it runs.
Excessive loading times can lead to frustration and disinterest in the game, causing players to lose interest or even stop playing altogether. It can disrupt the flow and story of the game, breaking immersion and hindering the player’s enjoyment.
To improve loading times, game developers can optimize their code and assets, as well as use techniques such as preloading to reduce the amount of time it takes for a game to load. This not only improves the gameplay experience but also allows players to spend more time actually playing the game instead of waiting for it to load.
Another tactic that many top game developers deploy to reduce the perceived time of loading is to include mini-games or interactive elements during loading screens. This not only keeps players engaged but also distracts them from the actual loading process. Don’t be afraid to drop some hints or enable chat features to keep players entertained during long loading times.
9. Daily Active Users
Daily Active Users (DAU) is a key metric used in the gaming industry to measure how many unique users interact with a game each day. This metric gives insight into the number of people actively playing and engaging with a game.
For game developers, understanding the needs of your users, you can tailor the gaming experience towards their preferences. By analyzing DAU, developers can identify patterns and trends in player behavior, allowing them to make informed decisions on updates and changes to the game that will keep players interested and engaged.
Moreover, monitoring DAU can also provide valuable information on player retention. If DAU starts to decrease around a specific time or event, it may indicate that there is an issue in the game that needs to be addressed. This allows developers to quickly identify and fix any problems that could potentially lead to a decline in player engagement.
For example, if the daily active users are mostly playing at night, it’s likely a game that requires more focus and attention. In this case, developers can plan to release updates or new features in the evening when players are most active. Mini-games or idle features can help increase DAU during slower times of the day, this way brand advocates can still participate to a certain degree with less attention as they work on other things.
10. Monthly Active Users
Monthly active users (MAU) is another important metric used in the gaming industry to measure customer loyalty and engagement on a broader level. MAU provides insight into how many unique users interact with a game within a given month, giving developers an understanding of the overall popularity and success of their game.
Furthermore, tracking changes in MAU over time can also provide insights into the effectiveness of loyalty programs. If there is a significant increase in MAU after implementing a new loyalty plan or feature, it suggests that the program has successfully engaged and retained players. On the other hand, if there is little to no change in MAU, it may indicate that the current loyalty plan needs improvement or reevaluation.
If you are a game developer with multiple titles, MAU can also help in identifying which games are performing well and which ones may need more attention. By comparing the MAUs of different games, developers can determine where to focus their resources and efforts for maximum impact. This allows for strategic decision-making and resource allocation within a game development company.
In addition, analyzing MAU trends can also reveal seasonal patterns or events that may affect player engagement. For example, if there is a significant drop in MAU during the summer months when many players are away on vacation, developers can plan accordingly by releasing a mobile version of the title so they can play during long travel times.
Using Customer Journey To Identify Key UX Metrics
Now that we’ve identified 12 UX metrics to measure for Web3 games, it can be overwhelming to know where to start. The best way to approach this is by using what’s known as a customer journey map. These are heat maps and visual representations of the various touchpoints that your user will encounter when interacting with your game.
With a recording of the starting point up until the point where a player exits, you can visualize the entire user’s experience. This will help identify key areas where users may be experiencing difficulties or frustrations, giving valuable insights for improvement.
Here at Helika, one of the leading Web3 analytics companies, we can help you track and analyze these UX metrics through our user-friendly dashboards. By partnering with us, you can save time and resources while gaining valuable insights that will ultimately lead to a better overall user experience for your game. This will lead to more play time and ultimately, more revenue for your game studio.
As the Web3 space continues to rapidly grow, it’s crucial to stay on top of these metrics in order to remain competitive and provide the best user experience possible for your players. So rather than rely on guess work or become overwhelmed trying to track and analyze these metrics on your own, consider partnering with Helika for expert Web3 game analytics.
Effectively Using a / b Testing For Your Web3 Games
Another effective technique for measuring UX metrics is through A/B testing. This involves testing two different versions of a feature or design element to see which one performs better in terms of user engagement and satisfaction. The one with better results is kept and a new variation is tested against it, creating a continuous cycle of improvement.
A/B testing not only helps to identify the best design choices for your game but also allows you to gather user feedback and preferences. This can inform future decisions for your game’s development, leading to a more tailored and enjoyable experience for your players.
For example, if you are unsure which game mechanic or level design will be more engaging, A/B testing can provide valuable insights into what your players prefer. If there’s a change to your game’s interface, A/B testing can help determine if it will be well-received or not. Ultimately, this technique allows for data-driven decision making and improves the overall UX of your Web3 game.
Final Thoughts
We’ve discussed the best practices to measure behavioral metrics but the problem is that UX designers still needs to understand how to design with user behavior in mind. With quantitative data, Helika serves your product team by improving the overall experience of your Web3 games.
Our team of experts can help you understand the UX metrics and implement changes to improve your gameplay and revenue potential. Whether your business goals is to increase the total number of users or increase the average time per gaming session, we help you see the bigger picture while also decoding data to provide actionable insights. Contact us today and let’s discuss how we can help improve your Web3 game’s UX.
