What caused the sudden 30% decrease in Splitgate's in-game currency purchases during the last weekend event?

Introduction

The sudden 30% decrease in Splitgate's in-game currency purchases during the last weekend event 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 monetization strategy.

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

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking this might be related to the event itself. Was this a new type of event or a recurring one?

Why it matters: Understanding the event's nature helps identify potential issues with event design or execution. Expected answer: It was a new type of event. Impact on approach: If new, we'd focus on event-specific factors; if recurring, we'd compare to previous iterations.

• Considering user segments, I'm curious about the impact across different player types. Did the decrease affect all player segments equally, or were certain groups (e.g., high-spenders, new players) more impacted?

Why it matters: This helps pinpoint whether the issue is universal or segment-specific. Expected answer: The decrease was more pronounced among mid-tier spenders. Impact on approach: We'd focus on factors affecting this specific segment if the impact was uneven.

• Given the sudden nature of the decrease, I'm wondering about any recent changes. Were there any updates to the game, payment systems, or currency pricing immediately before or during the event?

Why it matters: Recent changes often correlate with sudden metric shifts. Expected answer: A minor update was pushed out at the start of the event. Impact on approach: We'd scrutinize the update's contents and potential unintended consequences.

• Considering the broader context, I'm curious about concurrent external factors. Were there any major competing game releases or events happening during the same weekend?

Why it matters: External competition can significantly impact player engagement and spending. Expected answer: No major competing events were noted. Impact on approach: If no external factors, we'd focus more on internal issues; if present, we'd consider their impact.