GDC 2010: EEDAR on Achievements, user behavior
EEDAR hosted a two part panel at GDC this year. In the second half of the panel -- you can read about the first half here -- Jesse Divnich presented the results of an Xbox Live Achievement study the firm recently conducted. The info was pulled from a pool of 32 million data points -- provided by MyGamerCard.net -- and centered on a random sampling of 100 different Xbox 360 games.
Probably the most interesting statistic that Divnich dropped: An average of only 4 percent of Xbox gamers actually managed to earn all of the achievements in any given game. When focusing only on major, "AAA" titles, that number drops to 2 percent. Meanwhile, less than 10 percent of consumers get more than 80 percent of Achievements. Furthermore, Divnich noted that only 27 percent of users manage to unlock more than 50 percent of Achievements.
Divnich concluded his talk by saying that developers should learn as much as possible from Achievements. He advised studios to use them as motivational tool for users noting that the number of unlocked Achievements tends to drop off at around 30 percent. He added that gamers who manage to unlock at least 80 percent of Achievements are typically motivated to unlock the remaining 20 percent.
Finally, Divnich stated that developers can use Achievements as a form of direct user feedback. By observing which Achievements are unlocked, developers can see the parts of a game that players enjoy. This, in turn, can help developers decide what to focus on in the sequel. Beyond that, Achievement monitoring could even help them decide whether to make a sequel at all.
