Lifetime Value Part 6: Guest Post on Calculating LTV

Mark Robinson, the Co-Founder and COO of GamesAnalytics , was generous enough to write the first guest post on my blog, getting into the mechanics of determining Lifetime Value (LTV). This post does a great job of putting many of the ideas I have discussed in my LTV series into practice. Here are Mark’s thoughts on calculating LTV.


The games industry is quickly learning how to design engaging player experiences and make money from free to play (F2P) games. The transformation from console to online has placed analytics at the heart of game design and management. There are two types of analytics. Game Performance metrics let us interpret the health of our games. Player Behavioural metrics tell us what to do about it to make things better. Continue reading “Lifetime Value Part 6: Guest Post on Calculating LTV”

Calculating virality

Last week, I blogged about virality and its importance to LTV. Although I listed some virality variables, it was a relatively high-level look at virality and did not go into detail about calculating it. Alex St. John (with help from Anthony Percorella and Don Alvarez) recently posted a great model that goes into detail on how to measure virality. It also accounts for many variables such as exposure and immunity that I did not discuss. I strongly recommend you read Alex’s analysis and look at the underlying dynamics.
Alex st john model