3 MINUTES BULLSHIT WITH GEORGE #35: Data Culture for Game Apps with Anna Yukhtenko        

Episode #35 of 3 MINUTES BULLSHIT WITH GEORGE featured Anna Yukhtenko, Head of Analytics at Hutch. We discussed what is the culture of game apps in terms of data. 

In this episode of 3 MINUTES BULLSHIT WITH GEORGE, George Natsvlishvili is joined by Anna Yukhtenko, Head of Analytics at Hutch. Hutch is a mobile video game developer/publisher in the racing category.

Anna shares her experience as a Mobile Growth Expert about the data culture of game apps. 

Check out all the other episodes of 3 MINUTES BULLSHIT WITH GEORGE on our website or on Youtube channel. 

Connect with Anna and her company here:

• Anna Yukhtenko's Linkedin

• Hutch

Timestamps:

00:00           Dance

00:14           Anna’s Introduction

00:35           Data Culture for Game Apps

02:49           Bloopers

Transcript & Key takeaways from the episode:

• There is an increasing relevance of data culture, driven by privacy concerns and evolving market trends, especially with the prevalence of free-to-play models.

• The challenge in the mobile industry is the struggles of most of the companies in establishing and maintaining a robust data culture.

• Three Stages of Data Culture are:

  • Data Enforcement, which involves defining key performance indicators (KPIs) centrally, guiding decision-making.

  • Data Availability progresses to a stage where everyone can access data tools, but KPIs are still centrally defined.

  • Full Data Culture - the ultimate stage where all team members are educated and can independently use and understand data.

• Many companies may not have reached the third stage, which is a real issue for the mobile industry.

• The key to success is to identify the evolution through the three stages of data culture as crucial for the success of gaming companies.

George: What is the culture of the game apps in terms of data?

Anna: Right. Well, in general, the data was always been important. I would say it's important for all games: mobile and PC. But for mobile even more so, because we are free to play, but I feel like, or free to play except premium. But I feel like recently with privacy and with the general market trends it has become more and more important. And in a sense it's I'm blessed at Hutch because we have a data culture, which is developed. But I see other companies sometimes are struggling. So it's I think it gathers more and more importance and you almost have to like have to work on ways to enforce it in a sense, right? 

So it's not my idea someone else much smarter than me told that to me, but then there's like three stages of data culture. So first you have data kind of like enforcement when you define KPIs. It will be like, this is retention, this is DAU, this is what it is, right? So you are the person who tells people how things go. It's like your one guy or lady that tells about data. And then you have a data availability stage that everyone can take a look and everyone can sort of like use their owner and use the tools, but it's still you are the one that kind of defines the KPIs. And then three, step three of data culture is when everyone is educated about what is what, everyone knows what to do, and everyone knows what to use. But I’ve never thought about it that way until that person told me that. And I feel like many companies these days are not in stage 3. And it is a problem, right? 

George: Cool. So there are three stages: define KPIs, data availability, and data culture itself. And that is the source of success for the companies. 

Anna: I think, so. Especially now.  

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