What caused the sudden 30% decrease in in-app purchases for Scopely's Star Trek Fleet Command game last week?

Introduction

The sudden 30% decrease in in-app purchases for Scopely's Star Trek Fleet Command game last week is a critical issue that demands immediate attention. This analysis will systematically identify, validate, and address the root cause while considering both short-term and long-term implications for the game's revenue and user engagement.

I'll approach this problem by first clarifying key details, ruling out external factors, and then diving deep into the product's user journey and metrics. From there, I'll form data-driven hypotheses, conduct root cause analysis, and propose validation methods and next steps.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking this could be related to a recent update. Has there been any significant game update or change in the last 2-4 weeks?

Why it matters: Recent changes often correlate with sudden metric shifts. Expected answer: Yes, there was an update. Impact on approach: If yes, I'll focus on update-related hypotheses; if no, I'll explore other internal factors.

• Considering user segments, I'm curious about the distribution of the decrease. Is the 30% drop uniform across all user segments, or is it more pronounced in specific groups?

Why it matters: Helps identify if the issue is global or segment-specific. Expected answer: The decrease varies across segments. Impact on approach: If varied, I'll focus on affected segments; if uniform, I'll look at system-wide issues.

• Thinking about the game's economy, I'm wondering about any changes in the in-app purchase offerings. Have there been any modifications to the pricing, bundle structure, or available items in the last month?

Why it matters: Changes in purchase options can directly impact buying behavior. Expected answer: Some minor adjustments were made. Impact on approach: If yes, I'll examine these changes closely; if no, I'll look at other factors affecting purchase decisions.

• Considering external factors, I'm curious about any major events in the Star Trek universe. Has there been any significant Star Trek-related news or releases that might have affected player engagement?

Why it matters: External events can influence player behavior and spending patterns. Expected answer: No major Star Trek events. Impact on approach: If yes, I'll consider how to leverage or mitigate the impact; if no, I'll focus more on internal factors.