Digitalmoka Srl is an Italian studio operating in the mobile gaming industry, specializing in the creation of digital versions of traditional Italian card games. The company operates with a small, specialized team and conducts its business mainly on the Italian market. Its business model is based primarily on monetization through in-game advertising and, to a lesser extent, in-app purchases.
As part of the User Journey BI project, we supported Digital Moka in understanding and optimizing the entire user journey, which became crucial in the development of a new version of the Scopa game with a completely redesigned economy.
Reason for undertaking the project:
In connection with the development of a new version of Scopa with a completely new economy, the company needed a reporting tool that would allow it to compare the model's assumptions with actual player behavior. The key objective was to increase user engagement and maximize revenue from rewarded ads and in-app purchases.
Scope of work
Key activities:
- Requirements and KPI analysis
We verified and refined the client's initial requirements. We added player segmentation and handled edge cases such as rapid churn or return after long inactivity. - Data collection specification
We defined events and parameters that the development team should implement in Firebase. This ensured that the data was consistent and usable for further reporting. - Data quality audit
Our engineers identified errors in event tracking and unexpected data behavior. We worked iteratively with the client's developers to remove problems and ensure complete data accuracy. - Building the data layer and processes
We created a consistent data model and final data marts that aggregated data to the user level and reduced its volume. This made reporting scalable and cost-effective. - User segmentation
Based on percentiles for the number of games played, rewarded ads, and purchases, we defined segment thresholds and prepared final report tables in SQL. - BI implementation and customer education
Our team prepared complete dashboards from scratch - from the data model, through metric and dimension definitions, to the final visual layout. All reporting elements were designed and executed entirely by Alterdata: the structure of the source data, the complete analytical model, all KPIs, and their business logic.
Additionally: We built dashboards in Looker Studio, trained the Digital Moka team, and actively supported them in interpreting the results and understanding the data logic.
Results
Key results:
- Full control over the game's economy thanks to metrics balancing currency and player activity,
- The ability to compare economic model assumptions with reality and ongoing optimization,
- Identification of users who quickly quit the game and understanding their user journey,
- Segmentation allowing for the creation of different monetization strategies,
- Filtering out unrepresentative cases, which increased the reliability of the analyses,
- Scalable and cost-effective reporting thanks to data aggregation in data marts.
Business value:
- Increased revenue by tailoring the user journey to user behavior,
- Better product decisions thanks to dashboards that answer business questions rather than just presenting data,
- Reduced risk of erroneous actions resulting from the limitations of generic tools,
- Building trust in data and the ability to drive product development in a data-driven manner.
Opinia klienta
The Alterdata team guided us through the entire process, from event design to ready-made dashboards. This allows us to consciously shape the game's economy and respond more quickly to player behavior. This solution has given us a tool that was missing from standard reports.
The Alterdata team guided us through the entire process, from event design to ready-made dashboards. This allows us to consciously shape the game's economy and respond more quickly to player behavior. This solution has given us a tool that was missing from standard reports.
Podsumowanie
The Digital Moka project proves that even a small studio can manage the complex economics of a game in a fully data-driven way if it has the right support. We provided a comprehensive solution—from event design and data accuracy analysis to ready-made dashboards—that not only allows for a better understanding of player behavior, but also actively increases monetization.
Thanks to our experience and empathetic approach, the implementation process was as comfortable as possible for the client. We can offer a similar approach to other gaming companies that want to translate the user journey into increased revenue and engagement.
