Swrve review


This post is part of a series of posts about analytics platforms that I would use and recommend using for game analytics. None of these posts were asked for or sponsored by any of the companies that own the platforms. My knowledge of the platforms comes from demos they made by my request or hands on experience working with them. My objective is to state what each platform offers and what makes it unique so that it helps game developers in the process of picking a platform if they choose to do so.

My first memory of Swrve is a beautiful dashboard. Probably the most concise and useful entry dashboard that I’ve seen to this day. The dashboard still exists but now looks more modern as all the platform does when I compare to what I saw some years ago.

Yep, I feel a bit nostalgic when I speak about Swrve, mostly because of that dashboard. But the nostalgia and the modern platform says quite a bit about the company. Swrve has been around for some time and a leader in the mobile analytics arena but like the market it serves, it never stopped adapting.

Swrve’s value when I first heard of it was high level metrics, a messaging system and on top of it an A/B testing system. This offer is still very relevant but some new things were added.

What do you get?

For starters and as expected, a wealth of dashboards for all needs and tastes. Also as expected, my babies are there: vanity, retention and monetisation. Extra credit for having all the three of them in the main dashboard. Many of the finest analytical tools are present like funnels and cohort analysis. Detailed reports on acquisition, soft purchases, monetisation and user events are also there.

Segmentation is present everywhere you go in Swrve. The segmentation tool is really nice and the way I see it, was built to take you through the things someone will often think about when segmenting users.

As I mentioned before Swrve provides a messaging system. I really don’t know if it was intentionally designed to be a configuration system, but to me it feels quite a lot like one. One of the biggest differences between most messaging systems and Swrve’s is that often these systems allow us to send some JSON that, when interpreted by the game, changes something. In the case of Swrve we can, through a visual tool, add images, buttons, etc. Meaning, we are sending the actual content, not just strings to be interpreted. Nicer than this would be to actually be able to A/B test with it, right? Well… it can!

This part of the platform, called Campaigns, also includes push notifications. Everything in Campaigns can use user segmentation, creating a very powerful platform for content management, configuration and experimentation.

The ultra cool stuff? Swrve predicts the future!

I have to say that one of the coolest things about the platform is that it offers a predictive suite. What this means is that it is able to predict if a user has the propensity to trigger, or not, an event. By classifying the user according to this prediction, the platform segments them and then we can use all the campaign tools to interact with the user.

So… what’s so special about Swrve?

My perfect use case for Swrve is a full product team working on it. From product owners, to designers and in app marketing and monetisation specialists. With an extra caveat: I don’t believe they need to be at all data-techy to use it. It is a powerful yet simple tool to use.

And in case you are not aware of the link: https://www.swrve.com

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