How Product Analytics Team Works at SayGames

Katya Sabirova, Head of PR

Below is a conversation about how analytics is structured at SayGames, how the team collaborates with partner studios, what happens when a developer doesn’t have in-house data expertise, and why knowing the metrics isn’t the most important requirement for a candidate.

Inside SayGames Analytics Team

— How is the product analytics team structured? Are analysts assigned to specific projects or areas?

Overall, we have a fairly flexible model, but there is one core principle.

Each analyst is assigned to several projects or studios. This means the analyst fully owns the analytical side of those projects: handling studio requests, working closely with producers, joining calls, helping interpret data, and supporting decision-making. That’s the project-facing part of the role.

The second part consists of meta-tasks that aren’t tied to a specific game. These are broader research initiatives — for example, analyzing specific mechanics or monetization types across multiple projects, identifying shared patterns, and extracting insights that can be scaled across the entire portfolio.

In practice, the balance varies a lot. Some analysts combine project work and meta-tasks, some are almost fully project-focused, while others focus primarily on research. We try to take personal preferences into account: some people enjoy diving deep into specific games, while others are more interested in exploratory and research-driven work.

— Are there analysts who don’t work on projects at all?

Yes, we have such roles as well.

For example, within the team we have a dedicated group focused on BI system development: dashboards, their structure, content, and functional improvements. This is a full-fledged responsibility area that doesn’t require immersion in specific projects.

Analytics at the core of a Publishing Partnership

— How do analysts collaborate with partner studios?

It depends on the studio and its approach to data. We don’t impose anything.

At the basic level, studios get access to our tools and analytics system. They understand where to find key metrics and how to use them. Initial onboarding is often handled by producers. Analysts get more deeply involved in two main cases.

The first is when a project has specific needs and standard dashboards aren’t enough. In that case, the analyst builds custom solutions tailored to that particular game and works closely with the studio.

The second is when a game requires deeper analytics and the studio is interested in that level of involvement. Then the analyst regularly joins calls, dives deeply into the product, and becomes fully integrated into the team’s workflow.

— What if a studio doesn’t have an analyst or a strong data culture?

That happens. Sometimes studios come in with strong prototypes but without established analytical processes.

We provide access to our internal tools and expertise, helping teams build a solid analytical foundation and strengthen their capabilities. At the same time, we act as curators of the analytical process — assigning an analyst, setting up workflows, and structuring how data is used in decision-making. We also support partner studios in hiring analysts to build their own in-house expertise.

— How does analytics interact with game producers?

Ideas for A/B tests and product changes usually originate within the development team or from producers. The analyst doesn’t make product decisions — their role is to help validate and interpret those decisions.

That said, analysts who proactively suggest ideas, spot opportunities in the product, and bring them to discussion are extremely valuable. That kind of initiative is always encouraged.

— Which metrics are key for you?

Core product metrics — LTV, retention, session length, and session frequency — remain fundamental.

The more time players spend in the game and the more often they return, the higher the revenue potential. In that sense, product analytics focuses on everything related to player behavior inside the game.

— What tools does a partner studio gain access to after integration?

Our analytics ecosystem includes 100+ ready-to-use dashboards. Once the SDK is integrated, studios can immediately track core product metrics: funnels, player behavior, level progression, session time, and more.

The entry barrier is relatively low, but the volume of data and dashboards is large — and that can sometimes be overwhelming for partners. One of our tasks is to help partner teams understand where to look first and what to focus on, and then guide them toward deeper analysis — teaching them to use our analytics and view the product through a data lens.

— What can and can’t the SayGames analytics platform do?

On the product side, the platform covers virtually any analytical use case.

Working closely with producers and game designers, we’ve developed a comprehensive set of dashboards that address everything from monetization and retention to purchase behavior, ad engagement, performance monitoring, exception tracking, and A/B test evaluation. It’s a mature and well-developed system.

Since our projects are diverse, some specific needs may not be covered by standardized dashboards. In those cases, we build additional custom dashboards tailored to a team’s requirements.

Our analytics system does not handle marketing data — because it’s focused on product metrics. For marketing, SayGames has robust tools as well, but those are developed by a different department.

Hiring Philosophy and Analyst Mindset

— What’s most important to you in candidates?

Independence is key — I’m not a fan of micromanagement.

It’s important that a person can operate in uncertainty: formulate hypotheses, make decisions, and explain why they chose a particular approach.

This becomes clear in our test assignment. It’s intentionally designed so that not all inputs are explicitly provided. We don’t care about the “correct” answer — we care about the thinking process: how the person reasons, what alternatives they consider, how they justify their choices.

We also highly value initiative and proactivity. If an analyst doesn’t just build dashboards and respond to requests, but also identifies growth opportunities and proactively brings them to the team — that’s extremely valuable.

Paradoxically, another important trait of a good analyst is not doing exactly what they’re asked to do. What do I mean? A producer might say: “Build me this chart — X-axis is this, Y-axis is that.” Jumping straight into execution is usually the wrong move. First, you need to understand why the producer needs this chart, what they expect to see, and what decisions they want to make based on it. Very often, it turns out that something completely different is needed — a different chart, a different analysis.

A strong analyst understands the path to finding answers. And that path isn’t always obvious. You don’t build what you’re asked for — you uncover what the team actually wants to learn.

— How important is the previous background of a candidate? Is experience in games required?

Experience in the games industry is a plus — but definitely not mandatory.

Some analysts joined from other industries, and their experience turned out not only applicable but in some cases even advantageous.

We had an example: one analyst joined from dentistry — with no background in gamedev or analytics, but with an exceptionally high level of responsibility. Over time, she didn’t just adapt — she became one of the strongest specialists on the team. What matters more is the ability to learn, think critically, and take ownership.

We also value a candidate’s experience as a gamer. Understanding how mobile games work, which mechanics are effective and why, often helps analysts integrate faster and start delivering value sooner. We once had a candidate where we weren’t fully confident about his hard skills — but the fact that he had spent several hundred hours in one of SayGames’ titles ultimately tipped the decision. It turned out to be a great hire.

— Do you have internal workshops where team members share knowledge?

Yes, we have regular meetings where analysts share their work and insights.

It might be a research project someone conducted, or a new technology or approach they’ve explored. Recently, many of these discussions have focused on how AI can be applied in our workflows — integrating LLMs or AI agents in ways that create real value.

— Why should an analyst join SayGames?

I genuinely believe analysts feel both comfortable and challenged here.

We try to shape roles around people’s strengths. If something isn’t working, we look for where a person can unlock their potential more effectively. Some excel in project analytics, some in system tools, some in complex research tasks.

We don’t try to make everyone the same — and that’s exactly what makes the team resilient and alive.