Futureplay advances to the next level of mobile gaming with Looker

• Analytics & Modeling - Predictive Analytics
• Analytics & Modeling - Real Time Analytics
• Application Infrastructure & Middleware - Data Exchange & Integration

• Business Operation
• Sales & Marketing

• Data Science Services
• System Integration

Futureplay, a fast-growing mobile games studio, was struggling with scattered data and no single source of truth. They were using a variety of tools, resulting in multiple sources of truth. This made it challenging to understand how players were interacting with content and to make data-informed decisions. For instance, to validate revenue streams, they had to confirm if the number of installs charged by the user acquisition networks matched the number of players using the game. The manual process of bringing data together from multiple tools and consolidating definitions meant that most employees weren’t able to fully leverage data to improve the user experience and optimize their own budgets and effort. Futureplay needed a solution that would help more users across the company access, understand, and trust data.

Futureplay is a fast-growing mobile games studio committed to delivering quality gaming experiences to their players while maintaining maximum internal efficiency. Since pioneering view-to-play in 2015, they’ve continued to raise the industry standard for delivering exceptional gaming experiences. Every day, more than one million players enjoy Futureplay games and within 4 years of operations, over 100 million people have played Futureplay’s 5 unique games. Futureplay has increased the number of players by using ads that offer positive reinforcement. For example, players choose if and when they want to watch ads to gain progression rewards, rather than having ads forced on them when they are “down.” Giving players this choice, has resulted in better engagement with the ads and is less likely to deter them and stop their game.

Futureplay implemented Looker to centralize data from AppsFlyer, Firebase, and Libring, and more tools in Google BigQuery. This brought together previously siloed data, including events, gaming, and transactional in-app purchases (IAP) data. By putting Looker on top of BigQuery, the team was then able to access, analyze, and visualize data in a way that was not possible before. They leveraged Looker’s platform and integrations to build custom, data-driven workflows, saving their small team valuable time. They built a Bidbot to help optimize and automate user acquisition from within Looker. For networks that have a bidding API, they built an automated process that reads jobs from Looker each night to update bids accordingly. They also built an AdBot that monitors impressions and revenue by ad stream to track the performance of each ad. Based on this information, AdBot decides which ad to show which player to maximize yield. Futureplay also leverages Looker’s integration with Slack to integrate insights into team conversations.

• Teams can now track gaming KPIs such as daily active players, session counts, session lengths, and financial data—all from one convenient dashboard.
• They also can optimize and automate ads, and receive alerts if issues arise. This helps save time, prioritize urgent tasks, and gain needed visibility to make the right decisions for their players and budgets.
• With 100% of employees using Looker, and a third of them leveraging it every day, everyone at Futureplay can make data-driven decisions to save the fast-growing company time and money.

• 100% of the company uses Looker
• 95% of employees use data to make weekly decisions
• A third of employees leverage Looker every day