Self-serve analytics for the non-analysts

100M+

Players

140+

Countries

85+

Employees

GeoGuessr's data team owns the definitions in Steep, so product, growth, finance and leadership can drill all the way down to a single subscription without filing a ticket.

Natasha Ellis-Knight

Content Marketing Lead, Steep

What started as a side project in 2013 is now played by more than 100 million people in 140+ countries. GeoGuessr runs its own World Cup, has become a fixture in classrooms and esports alike, and grew revenue by 50% last year, with a team of around 85 in Stockholm and millions of players generating data around the clock.

Industry: Gaming
Headquarters: Stockholm
Visit: geoguessr.com

Background Built for the people who aren't analysts

GeoGuessr's data team wanted something built for the people who aren't analysts: product, growth, finance and leadership asking where churn is moving, how conversion looks in the US on mobile, or why a number looks off this week.

“Steep is first and foremost a tool for our non-analysts. The whole point is that they shouldn't have to ask for help.”

Matilda Söderholm, Data Lead at GeoGuessr

Proof of concept Testing the ceiling

The worry with a guardrailed tool was the ceiling. Could a non-technical user still keep double-clicking from a chart all the way down?

So the POC ran on the metrics the business already lives in, straight from GeoGuessr's dbt models in Redshift:

Churn
Net subscribers
Conversion
DAU and MAU

The people who know exactly how deep they usually want to go tested it, and it held.

“They start from a chart and keep double-clicking, down to a country, a platform, a single subscription, and they can't break anything on the way.”

Matilda Söderholm, Data Lead at GeoGuessr

Setup Definitions owned by data, explored by everyone

The data team owns the definitions. Everyone else explores, drills down to the individual subscription and asks questions in plain language, without a ticket.