FACEIT is the leading competitive gaming platform for online multiplayer games, with more than 12 million users competing in over 15 million gaming sessions every month. The platform hosts tournaments and leagues for several game titles, including Counter-Strike Global Offensive, Players Unknown Battleground and Dota2.

Part of a rapidly growing industry, with a fairly young user base, gaming and esports don’t have as much historical insight to pull from as some other industries. Leveraging Mixpanel, FACEIT has been able to address and improve key metrics in its core acquisition and retention funnels.

Why FACEIT Chose Mixpanel

Maria Laura and her team needed a solution with granular event tracking that was easy to use. While other providers made them choose between a trendy UI and customizable tracking, Mixpanel fulfilled their search criteria and was the most complete package on the market. “Mixpanel not only provided our Product Managers with a friendly and easy to use UI, but also allowed us to send notifications, emails and run A/B test experiments. This saved us time and money” said Maria Laura. FACEIT combines Mixpanel data with BigQuery to get a complete view of their users, all in one place.

“With Mixpanel on one side and BigQuery on the other, we have a more streamlined workflow and save a ton of time combining datasets. The integration has been hugely impactful for our business.” - Maria Laura Scuri, Director of Operations

User experience improvements with Mixpanel

Understanding user flows and drop-off

FACEIT has been tracking events on Mixpanel with a high level of granularity in order to understand the users’ experience on the platform. Thanks to Mixpanel newly implemented feature “Flows”, FACEIT has been able to discover the most common paths players take on the platform and start running A/B tests which significantly improved many of the core funnels.

Mixpanel’s integration with BigQuery also allowed FACEIT to combine Mixpanel data with other data sources that provided an even clearer view of drop-off points. “Mixpanel has proven to be a very useful tool both for our UX, product and marketing teams and has allowed us to gain additional insights into how our players navigate the platform”, said Maria Laura.

Increasing retention and conversion

To drive retention and conversion amongst active players, FACEIT took a look at possible A/B tests they could run. By correlating the data they had available on BigQuery and the insights coming from Mixpanel’s Flows feature, they realized they had a suboptimal first-time user dashboard UI. With some quick A/B tests, FACEIT realized that by cleaning up the dashboard and presenting less information, players were more likely to join the queue and play a match. This discovery helped them improve overall retention and increase the amount of new users playing their first game by 12%.

What’s next?

Looking ahead, Maria Laura and her team will continue using Mixpanel’s new Flows feature and BigQuery integration to drive player retention. FACEIT is always quick to adopt Mixpanel’s new feature releases, as experimenting and trying new approaches helps them stay ahead of the curve.