GameChanger Senior Data Analyst Take Home

Executive Summary

This analysis evaluates early FY25 momentum across users, subscriptions, and team activity by benchmarking February results against prior years.
The data suggests FY25 is off to a strong start and offers a foundation to project how the rest of the year may unfold.

GameChanger Classic and TeamManager subscription types were treated as one, unified user based on a user’s email.
“Sign up date” for any user with both a GameChanger Classic and TeamManager subscription was the earlier of the two.
“First subscription date” is the first time a user paid for a subscription, whether on GameChanger Classic or TeamManager.
The focus on more recent years better reflects how the business has evolved.
For revenue projections, the below table encompasses supplemental research of historical GameChanger pricing.

Over time, each month has contributed a remarkably consistent share of full-year activity across new consumer signups, first-time paid subscriptions, team signups, and team activations.
This stable seasonality enables us to use partial-year data with confidence, knowing that performance in a single month is a reliable signal of broader annual trends.

	2022	2023	2024
February Contribution to Annual Totals
New Consumer Subscriptions	3.7%	3.4%	3.4%
New Consumer Signups	3.7%	3.4%	3.4%
New Team Signups	7.1%	7.1%	7.4%
New Team Activations	6.5%	6.6%	6.6%
This monthly pattern is consistent across all months

This reinforces confidence that any metric can be uses as a proxy for others when forecasting.

	New Consumer Subscriptions	New Consumer Signups	New Team Signups	New Team Activations
Correlation Coefficient Between Key Metrics in February
New Consumer Subscriptions	--	0.99	0.97	0.9
New Consumer Signups	0.99	--	0.99	0.95
New Team Signups	0.97	0.99	--	0.97
New Team Activations	0.9	0.95	0.97	--
This monthly pattern is consistent across all months

Key points based on early indicators:

New consumer signups are up 41% year-over-year,compared with ~29% growth the past two years.
Subscription revenue is projected to grow meaningfully in FY25, following exceptionally high growth in FY23–FY24.

Prioritize growth in Advertising revenue: The rapid acceleration in new customer signups presents a strong opportunity to expand this revenue stream.
Invest in growth across non-Diamond sports: Seasonality highlights that baseball and softball still dominate, leaving room to unlock value in other sports.
Strengthen conversion from free to paid users: Leverage behavioral signals and lifecycle milestones to trigger personalized upgrade nudges, especially for highly engaged free users who haven’t yet paid for a subscription.

User Engagement Data (e.g., sessions, feature usage, time spent) to build a more nuanced retention and LTV model based on actual in-app behavior.
Team-Level Metadata (e.g., sport type, age group, region, competitive level) for analysis of performance across different sports and geographies in order to identify high-growth segments and allocate resources accordingly.
Campaign Performance History (A/B tests, email opens, push notification impact) to quantify the impact of past retention and upsell efforts.