How would you measure the success of Behaviour Interactive's Dead by Daylight game?

Introduction

Measuring the success of Behaviour Interactive's Dead by Daylight game requires a comprehensive approach that considers multiple stakeholders and metrics. To address this product success metrics challenge, I'll follow a structured framework covering core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

Dead by Daylight is an asymmetric multiplayer horror game where one player takes on the role of a killer, while four others play as survivors trying to escape. The game has been live since 2016 and has seen continuous updates and expansions.

Key stakeholders include:

1. Players (both killers and survivors)
2. Behaviour Interactive (the developer)
3. Content creators and streamers
4. Licensors of horror franchises

The core user flow involves players joining matches, either as a killer or survivor. Survivors work together to repair generators and escape, while the killer attempts to catch and sacrifice them. Each match typically lasts 10-15 minutes, with players earning experience and currency to unlock new characters and cosmetics.

Dead by Daylight fits into Behaviour Interactive's strategy as their flagship title, driving revenue through base game sales, DLC, and microtransactions. It competes with other asymmetric multiplayer games like Friday the 13th: The Game and Evil Dead: The Game, but has maintained its position as the market leader.

In terms of product lifecycle, Dead by Daylight is in the maturity stage. It has a stable player base but continues to grow through regular content updates and cross-platform play.