Umami Video games case research: how gaming studios can begin self-publishing and scale post-IDFA

Editors notice: This text was written and printed by Tenjin. You will discover their authentic model right here. 

By constructing inner BI, utilizing Tenjin for attribution, and GameAnalytics DataSuite for product analytics, Umami Video games was in a position to scale their group on the manufacturing aspect by over 100%, and change to self-publishing. Making the shift in the direction of automating their information processes allowed them to save lots of time and sources, and consequently enabled them to give attention to their finish purpose – constructing nice video games.

Obtain Case Research

About Umami Video games

Umami Video games is a hyper-casual sport studio that was based in 2019 in Denmark. It has since managed to supply roughly 80 video games and has been fast to attain success. In 2021, one in all their cellular video games “ABC runner” made it to the highest three of Apple’s charts for essentially the most downloaded cellular video games within the US, and remained there for 4 weeks.

They had been in a position to scale their enterprise and give attention to constructing nice video games by automating their information processes amidst the iOS 14.5 privateness adjustments in mid-2020.

The Problem

Previous to the iOS 14.5 privateness adjustments, numerous gaming studios resembling Umami Video games relied on handbook reporting and information processing for making key enterprise choices. As soon as the privateness adjustments had been applied, nonetheless, it turned an increasing number of troublesome for studios to scale with their current handbook processes. In keeping with Umami Video games co-founder and CEO, Riley Anderson, iOS 14.5 gave that remaining push of encouragement to modify to a extra automated information infrastructure.

A glimpse of their processes earlier than iOS 14.5

Earlier than the privateness adjustments had been applied, Umami Video games examined their video games on iOS as an alternative of Android, and used GameAnalytics as a free service for product analytics. They labored intently with an exterior writer that determined which advertising and marketing analytics or attribution instrument they need to use. At this level, all information extractions had been accomplished manually utilizing instruments like Google Spreadsheets and MS Excel. In addition they manually created funnels and in contrast totally different variations of their video games in Trello. With these handbook processes, they solely had the capability to deal with one sport at a time.

The Resolution & Outcomes

A Shift to an automatic information infrastructure post-IDFA

Umami Video games had been contemplating shifting to a extra automated information infrastructure for some time, however iOS 14.5 gave them the final push. Through the use of an automatic information pipeline, Tenjin for attribution, and GameAnalytics DataSuite for product analytics, Umami Video games might scale their group on the manufacturing aspect and change to self-publishing.

Incorporating an automatic instrument that shops historic information has been instrumental for them in figuring out outliers – one thing they couldn’t have achieved with handbook processes. An instance Riley Anderson offers for that is that when she comes into the workplace on Monday morning, the system tells her that the sport she made final week is a constructive outlier with playtime that’s 50% greater than all the opposite video games she examined within the final two years.

As soon as Umami Video games automated their processes, it turned adequate for them solely to rent a knowledge scientist or a knowledge analyst to create add-ons and visualizations for his or her current instrument. This freed up time and sources for them to give attention to scaling and constructing nice video games.

Obtain the report back to get a abstract of how their processes modified post-IDFA.