As some of you might have heard, GameAnalytics and AppsFlyer have partnered up, to bring game developers an exceptional analytics and attribution solution. By integrating the two tools, game developers will be able to get the full picture of where their players come from and how the different cohorts convert and monetize. This provides great insight into the performance of user acquisition campaigns, and eases the optimisation of these efforts.

In this featured interview with From The Bench’s CMO, David Cremades, you can get some great insights on how to get the most out of the analytics and user acquisition tools from GameAnalytics and Appsflyer.

Tell us a bit about From the Bench?
David: From the Bench was founded in 2008 in Spain. We specialize in the development of sports oriented multi-platform social games, working with the official licenses of more than 40 football clubs from around the world – such as Real Madrid, Liverpool, AC Milan, Boca Juniors, Sao Paulo, and many more.
We have also released NBA General Manager with the official license of the NBA, and in 2014, we launched our Baseball manager with the license of the MLBPA and the American football one with the NFLPA license.
In the world of casual and social sports games, our goal is to give players, all over the world, the possibility to live unique experiences, and our games have been translated into 17 different languages.
Since the beginning in 2008, we have generated more than 40 million downloads, having more than 50K new users on a daily basis.

How did you discover AppsFlyer and GameAnalytics?
David: Although we didn’t discover the two tools at the same time, the process was very similar. In both cases we were looking for the most suitable tool for our needs, so we wrote a list with the different options and their pros and cons. After having some quick and informative calls with the the guys from GameAnalytics and AppsFlyer, we made the decision.

How do the two tools complement each other?
David: Well, both tools are indeed totally complementary. Using them together, you can get knowledge on everything about your players. From the moment they are acquired through any media source (being able to know exactly where they come from) and until the moment they churn.

Where do the two tools come into play, when handling the freemium model?
David: GameAnalytics is required from the very beginning of the release of any app (even in the MVP). In that sense, you will be able to better understand your users and therefore, optimize the game. However, AppsFlyer is necessary once you run UA campaigns and it gives you full insight about how profitable the media sources can be. Making sure you’re not spending your marketing budget blindly.

What do you think are the benefits when running user acquisition campaigns, of having your attribution tool and analytics tool work seamlessly together?
David: It allows you to have a full picture of the users you’re acquiring. You’ll have all the information from the entire lifecycle.

What do you usually track with GameAnalytics and AppsFlyer?
David: While in AppsFlyer we usually track events related to monetization and to the beginning of the game (such as the tutorial completion or reaching a specific level), in GameAnalytics we track many more events: level completed, match won, player signed etc. and we are constantly adding new events.

What’s your favorite AppsFlyer tool/report?
David: The new OneLink tool has helped us a lot in our work of creating smart links.

What’s your favorite GameAnalytics tool?
David: More than a tool, what we like the most from GameAnalytics is that it is totally oriented for games, and that it is FREE, of course! 🙂

Do you have any advice for developers who are new to using AppsFlyer and GameAnalytics?
David: Accuracy is the best advice from our experience. You have to be sure that the data you are tracking is totally accurate and there has not been any mistake in the integration.


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