Frequently Asked Questions

1 - Why is focused on player retention?

The AERM principle in mobile games means: Acquisition, Engagement, Retention and Monetization.

It works in this order: you need a good acquisition to have a good engagement (First Time User Experience) ratio, you need a good engagement (FTUE) to have a good retention, and a good retention will lead to better monetization (via In App Purchases, via Ads , for Premium games, and for Subscription models).

Improving FTUE in a game (quality of the on-boarding process in the first session) involves many factors: the quality of the first session, the look of the game, the simplicity, the UX, the art style….

=> Right now is not focused on improving FTUE.

Improving retention is key to increasing the Daily Active Users in a game, and thus the monetization.

This is where is focusing, targeting the “core” retention mechanism: the FLOW (keep the player in the flow).

Remember: it is usually 5X to 25X more expensive to acquire new players than to retain existing ones.

2 - What are main features?

For each game you can activate:

Date-Driven Difficulty Analysis (DDDA) will ANALYZE the GLOBAL DIFFICULTY TUNING of the Stage (your DEFAULT value) to check if it is optimum for your overall audience of players (on the TOP of the Gaussian view of you players, from “cool” to “competitive”).

The Difficulty Dashboard page in your GAME MENU in the Web portal will give you this information for each stage, so if your default value is not good for a specific stage, you can change the “default tuning” of the stage in the game accordingly (make it “easier” or “harder”) then resubmit your game.

If you use the 2 features, the Player Personalization will work only on stages with a Difficulty Analysis feedback. Thus your game can have some stages ready for Player Personalization, and some other stages still in Difficulty Analysis (waiting for more players).

If there is a large diversity of possible actions in a stage, the DDDA might not be very efficient, so you can turn on only the Player Personalization.

Real-Time Player Personalization (RTPP)

With Player Personalization, before a Blu_Player starts a stage, tells your game the best difficulty to select (Easier, Default, Harder) for this specific player.
(read FAQ §7 below to learn more about Blu_Players).. RTPP will answer:

Blu/Ref full metrics

In the web portal, you get all the metrics (retention rates, sessions funnel, stages funnel…), all displaying data for BLU players (with personalization) and for REF players (without personalization). Check the DEMO GAME in your account to see all these metrics. Use the tooltips to display details on the reports.

3 - What should I code in the game when I get the easier/default/harder answer (from at the start of a stage?

Before starting a stage, will return one of these 3 answers for Blu-Players:

IMPORTANT: for one stage, the difficulty behind “default, easier, harder” should be the same for a specific game version and all players, so can learn, check the global tuning, and then personalize.
=> if you were doing some “local personalization” (like “if player did this then set difficulty easer, if player did that the set difficulty harder”), then REPLACE IT with answers ( if “askblu says easier” then set difficulty easier, if “askblu says harder” that set difficulty harder) for the Blu_Players (but you can keep if for the Ref_Players, when GetBluDiff() returns REF).

If you and some testers want to FEEL your gameplay with all stages in EASIER or HARDER, just go to YOUR GAME > SDK Integration > SDK Debug Mode:

With this feature you can “force” all request to answer one value, while the SDK is in DEBUG MODE..
Do not forget to DISABLE this mode before submitting your game.

4 - What should I do if the first stages cannot be lost by the players?

It is quite common in casual & hyper-casual games to have the first stages that cannot be lost (they are used as tutorial for the game mechanic for instance).

In this case:

5 - What should I do if I want a specific stage to be difficult (pain point)?

The idea here is setting up the “default” value of a specific stage, called “pain point”, quite “difficult” so people will have to buy (a bonus for instance) to win the stage and continue.

You should keep this pain point, but set an “easier” value that has a real effect.

This is what happens without players personalisation:

With RTPP, we are telling the game if the player is at risk of churn because of boredom or frustration, so:

6 - What should I do when I update the game?

There are 2 ways to change the difficulty tuning of the stages in your game:

In both cases, if you use the DDDA, you need to indicate to the stages that have a difficulty level changed (for easier/default/harder) so that the learning will restart only for those stages:


The learning will restart for all the changed stages (daily process).

7 - Can I use for Endless or Idle types of game?

Endless and Idle types of games are important game categories. will be compatible with endless games (players never win) and Idle games (players never fail).

Do not hesitate to contact us to speed up things !-)

8 - Will slow my game?

Not at all. The events you send are asynchronous.

The request “askBluDIFF” is also asynchronous for the game: you send the request as soon as possible, then you prepare the stage graphics and data, and you fetch the answer with “getBluAnswer” just when you need it.

If the answer is not ready (no enough time to get the answer, bad connection….), the getBluAnswer method will return your default value, thus there is no waiting time and no risk for your game tuning.

9 - Are all players in a game going through

For each game, you can setup 2 main parameters for our AI engine (MyGame > game Setup > features):

Blu_Players are impacted by will be set with team (then directly available to you), can be low (20 or 30%) when you want to see the impact of on the metrics and funnels, then you can go up to 100% to get the full potential of for all your player (there is always a little “ref/passive” population for Funnels and Metrics).

The other players (not impacted by are called the Ref_Players.

10 - Why do we display the Stages Funnel and the Sessions Funnel?

In a game, it’s important to check which percentage of player finish your different stages. You can find “stage drops”: stages where you lose too many players….

With a regular analytics tool, you need to create events, and setup yourself such funnels.

With, you automatically have the funnel of your stages, for both Blu_Players and Ref_players, so you can check the efficiency of

But having more players in later stages does not mean that players play more, especially if the stages are very easy for the players.

That’s why we display the Sessions funnel of a game: percentage of players reaching session X. That’s the real retention metric.

11 - What player data is using ? Is it RGPD compliant ? Is the SDK using the Apple IDFA? is only using data about the sessions (start/stop) and the stages (start/stop-> win, lose…).

All this data is fully anonymous: currently with use the device identifiers to keep track of the players in the platform: we have no information about his/her name, age, or any other data coming from over apps of from the OS. Thus is fully RGPD compliant.

We do not use the Vendors IDs or Advertiser IDs of the device, we produce our own Unique User ID.

Here is an article on our BLOG explaining why we do not need to use the Apple IDFA.

12 - What technologies does use? uses 2 main advanced AI technologies:

13 - What happens is a player is not connected? work in real-time, receiving events, and answering the askBluDiff request, so it needs connected players.

If a player loses the connection for small periods of time during a session, the events are stores on the mobile, and sent to as soon as the connection comes back.

-> requests are not answered, but no events are lost, which is good the the Learning process.

If the SDK detects that a player is way too often non connected, this player will be flagged “locked” and will become unknown for

14 - My game has an iOS version and an Android version, should I create 1 or 2 games in

Because players, acquisition channels, usage… are not the same on iOS devices and Android devices, you have to create TWO games in, one for iOS and one for Android.

Not only you will get the metrics and funnels for each platform, but most important creates a SPECIFIC Machine Learning Model for each game!

15 - As a publisher, can I manage games from different studios?

In the OPTIONS MENU (top/right), as the OWNER of the account, you get the MANAGE USERS option.

This allows you to invite other people on your account (Managers): a producer to check the metrics, a game designer to check the AI Dashboard, a developper to integrate the SDK….).

As a publisher in charge of optimizing the monetization of published games, you can setup these games in the portal, and then you can invite some peoples from the studio. You can restrict each Manager to only 1 or several games, so someone from one external studio will only see the games from his/her studio.

16 - What do I do if I soft-launch with an A/B test?

If you are doing an A/B test in your game, here is the best solution:

That’s it, then you can check all the metrics and funnels and the Difficulty analysis for each version of the game.

When you chose one version and launch you game, just keep the “live” game and we’ll delete the other one in

17 - What is the Pricing?

askblu is currently in PAID BETA stage, open to publishers and studios willing to test with 1 or 2 games, and give us feedbacks.

For more information the pricing, visit the dedicated page on the web site.

You can apply for Usage Credits to test at no costs!

In the ACCOUNT menu (top right of the web portal), you have access to: