# Abyssrium: Quntitative, Qualitative Analysis & A/B Testing > [!INFO] Overview > **Teacher**: Mary Ellen Daniels > **Game**: Tap-Tap Fish / Abyssrium ([LINK](https://www.abyssrium.com/)) ### Introduction "Tap Tap Fish" aka "Abyssrium" is a F2P clicker where the player collects points to add more aquatic species to their aquarium. The following analytic report collects qualitative, quantitative and A/B testing data to evaluate the project, identify its points of growth and provide suggestions for its optimisation. ### (1) Qualitative Analysis **Attachments** *Survey*: [Abyssrium qualitative survey (Google Forms)](https://docs.google.com/forms/d/1yL_Ctex2wwEwE2Nl4jdDaVsQ7jH0glQUa1l7OsdglrA/edit) *Answers*: See the .CSV in the submission **Objective** - Questions 1, 2, 4, 9 & 10 identify those aspects of the game that contribute most to its fun experience. This data helps to see points of growth for customer service. - Questions 3, 5, 7, 8 expose frustrating elements and lack of desirable content. These answers were crucial for developing an A/B test for UX improvement (see below). - Questions 5 and 6 identify competitors and will be used for further competitor analysis. **Questionary** 1. Among the animal you currently own, which is your favourite? 2. Among the animals you don't own, which animal would you like to have the most? 3. Which animals would you like to see added to the game? 4. Which seasonal events have remained most vivid in your memory? 5. Do you think Abyssrium lacks any features present in other games you know? Which ones? 6. Are there other vivarium-type games that you enjoy? 7. Which aspect of the game would you most prefer to be less dependent on real-money purchases? 8. Is there a part of the game you would like to exploit? Why? 9. How important to you is the opinion of others about the look of your aquarium? 10. How important the Abyssrium is for you? E.g., do you think how to decorate your aquarium when you don't play the game? **Infographics** The *Lacking Features* chart below illustrates a proportion of answers to the question "Do you think Abyssrium lacks any features present in other games you know? Which ones?" The *Monetisation Pain Points* chart below illustrates a proportion of answers to the question "Which aspect of the game would you most prefer to be less dependent on real-money purchases?". This data rationalises A/B testing. ![[ATTACHMENTS/Abyssrium_QualitatCharts.png]] ### (2) Quantitative Analysis **Objective** - 2 - 15 log entries track transaction-related values to identify most promising points to increase monetisation. - 1, 15 - 20 log entries track user retention and identify potential whales. Later two key user groups will be segregated: (I) users with weak retention (II) users who are inclined to higher transactions. Both groups will be targeted with special offers to (I) increase user interest and raise their interest, (II) to facilitate higher transactions. **Event Log** | Num | Log name / Custom event | Description of each event | | --- | ------------------------ | -------------------------------------------------------------------------------------------------------------------------------------------- | | 1 | Login | Tracks the user logging into the game, and their region | | 2 | Gems_RealMoney | The player makes real-money transaction to purchase Gems | | 3 | Gems_OtherGameCurrency | The player exchanges other in-game currency for Gems | | 4 | Pearls_RealMoney | The player makes real-money transaction to purchase Pearls | | 5 | Pearls_OtherGameCurrency | The player exchanges other in-game currency for Pearls | | 6 | Biota_RealMoney | The player makes real-money transaction to purchase Biota | | 7 | Biota_OtherGameCurrency | The player exchanges other in-game currency for Biota | | 8 | Sodas_RealMoney | The player makes real-money transaction to purchase Sodas | | 9 | Sodas_OtherGameCurrency | The player exchanges other in-game currency for Sodas | | 10 | Ad_Boost | The player watches an ad to get a tap-boost | | 11 | Ad_Chest | The player watches an ad to open a chest with rewards | | 12 | Ad_Vitality | The player watches an ad to acquire more vitality | | 13 | Ad_Pearls | The player watches an ad to acquire more pearls | | 14 | DailyMission | The player completes one daily event | | 15 | DailyMission_All | The player completes all daily missions | | 16 | Egg_Set | The player sets an egg to hatch after some time period | | 17 | Egg_Hatched | The player collects rewards from the hatched egg when the timer is over. This data will indicate how attentive users are about timed events. | | 18 | Achievement_1 | The player completes the 1st achievement (similar to tutorial benchmarks) | | 19 | Achievement_5 | The player completes 5 achievements (indicative of high engagement) | | 20 | Achievement_10 | The player completes 10 achievements (we can have a whale here) | | 21 | Uninstall | The player uninstalls the game | **Funnel** (1) For the *installs* we track DAU & MAU with 1, 13, 14, 16 & 17 event logs. (2) For the *stickiness* we track RR & CR with 14 - 21 event logs. (3) For the *conversion* we track ARPU, CPI & LTV with 2 - 13 event logs. **Infographics** The chart below illustrate a proportion of event logs associated with funnel analysis metrics: ![[ATTACHMENTS/Abyssrium_QuantitativeChart.png]] ### (3) A/B Testing The Qualitative survey shows that players would like collecting animals to be less dependent on real-money purchases (60% of responses). Each time the player spends vitality to add an animal, the required amount for the next animal grows exponentially. The A/B testing tweaks this feature to clarify if it will enhance ARM metrics. - *Synchronous* testing - For both control, A & B *groups* we test demographically and psychographically diverse pool of players. However, we ensure equal pay-ability (middle-middle class) and for the same reason, geographical consistency (Canada, ON), as we want to ensure representative results for the objectives of monetisation. **Control-group hypothesis** The control group plays the game without changes to track current KPI. - Exponential *function*: vitality for one new animal = 1.8 vitality for the last animal - Randomised *group* of players from the same region (Canada) **A-group hypothesis** The A-group has plays the game version with a different exponential function that decreases the required amount of vitality for new animal specie. The *hypothesis* is, the change will decrease retention (the game becomes easier) and, additionally, monetisation (the players will interact less with other game features that are more dependent on real-money transactions) - Exponential *function*: vitality for one new animal = 1.4 vitality for the last animal - Randomised *group* of players from the same region (Canada) **B-group hypothesis** The A-group has plays the game version with an option to buy new animals for Gems and Pearls. The *hypothesis* is, the players will interact more with other game elements and perform more transactions to acquire these alternative currencies. But this change will distort the game's economy and open some opportunities for the exploit. - Exponential *function*: vitality for one new animal = 1.8 vitality for the last animal - Alternatively: vitality for one new animal = 1.2 vitality for the last animal & 100 Gems OR vitality for one new animal = 1.2 vitality for the last animal & 60 Pearls - Randomised *group* of players from the same region (Canada) **Infographics** The graphics below illustrates vitality exponents and alternative currency comparative to each testing group: ![[ATTACHMENTS/Abyssrium_ABtesting.png]] ### Conclusion With data acquired from Qualitative survey, the A/B hypothesis were made. The A/B testing aims to introduce a feature that makes the collection of animals more approachable. Since it will potentially break the game's economy, we will focus on tracking emerging exploits with event logs provided in the Quantitative section of the report.