Using Social Network Analysis techniques in analytics for online gaming
Upcoming SlideShare
Loading in...5
×
 

Using Social Network Analysis techniques in analytics for online gaming

on

  • 1,442 views

Social Network Analysis is a very powerful analytics technique for gaming companies. It allows predictions of a customer's future behaviour to be based on the behaviour of the people around him / ...

Social Network Analysis is a very powerful analytics technique for gaming companies. It allows predictions of a customer's future behaviour to be based on the behaviour of the people around him / her, rather than simply on that customer#'s previous behaviour.

This slide deck explains the principles of SNA as applied to predictive analytics, and describes the applications and benefits of SNA in online gaming.

Statistics

Views

Total Views
1,442
Views on SlideShare
734
Embed Views
708

Actions

Likes
1
Downloads
11
Comments
0

3 Embeds 708

http://www.idiro.com 579
http://www.elucidate-dev.eu 128
https://translate.googleusercontent.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Using Social Network Analysis techniques in analytics for online gaming Using Social Network Analysis techniques in analytics for online gaming Presentation Transcript

  • SOCIAL NETWORKANALYSIS FOR ONLINEGAMINGUsing social network analysis in online gaming
  • How Idiro can help gaming companiesIdiro are specialists in social network analysis (SNA) and advanced analytics.SNA can be used to detect social communities and to predict the future behaviour of individualswithin these communities. Using Idiro’s advanced SNA data mining and predictive modelling tools, online gaming companies can: 1. Increase revenue per player by increasing sales of virtual goods 2. Reduce player defection 3. Identify cross-sell / up-sell opportunities Confidential. Copyright © Idiro Technologies, all rights reserved.
  • Marketing challenges facing online gamingcompanies? Player defection How to Acquiring increase new players sales of virtual goods Online Gaming Companies Idiro Technologies can help.Our advanced Idiro SNA Plus platform has been specifically designed to help companies analyse, understand and benefit from the data they have on their customers. Confidential. Copyright © Idiro Technologies, all rights reserved.
  • What can Idiro do? Idiro can apply social network analysis algorithms to your in-game social data. With this, we can: Predict defection: With our advanced SNA capabilities we can predict which of your gamers are most likely to reduce or stop gaming, so that you can target them with retention offers Segmentation: We can create a community segmentation of the customer base enabling you to create more targeted marketing campaigns Cross-sell & Up-sell: We can identify which of your gamers are most susceptible to purchase value-added services, e.g. expansion packs. Acquisition: In order to increase game uptake, we can stimulate new gamers to become more deeply involved through social activity. Also increase the conversion of non paying gamers to paying gamers. Key gamers identification: We can identify game players with high levels of influence to spread messages/ game information throughout their community or to other consumers (viral marketing). Confidential. Copyright © Idiro Technologies, all rights reserved.
  • How Idiro use SNA in online gamingModels addressing Acquisition & Fig. 1 Gaming Social CommunityRetention Every week players will leave an online Defector gaming company’s platform. Using SNA, Idiro can identify those subscribers who are most at risk to be influenced by their friends to defect from the game. Those identified can be offered retention incentives appropriate to the game. Some players have more influence than others. If a player with high influence leaves, they are more likely to influence friends to follow their lead. Idiro can identify players with “high churn influence”. Those identified should be targeted with loyalty offers. Defector Defect Fig. 1 Gaming Social Community. Represents in-game links, such as 1 to 1 messaging; group chat; Pressure transferring of assets/ help; neighbours etc. Defector Illustrates influence of others when friends/ links/ neighbours churn/ disengage with the game. Remaining players are under influence to follow suit. Confidential. Copyright © Idiro Technologies, all rights reserved.
  • Understanding gamers relationships is keyResearch has shown the following:1. The majority of gamers play games withpersonal (real world) friends.2. The number one factor influencing gameselection is through word of mouth from a friend/colleague/ relative.This can help gaming companies as enables them to:a) Protect your influential players who can cause mass defection if they switch to your competitor(s)b) Identify players to whom you can sell new products & services Confidential. Copyright © Idiro Technologies, all rights reserved.
  • Social gamers relationships Online advertisement Former classmates A brand I trust Online relatives Featured on social networking Online strangers site Farmiliar with title/ played Online friends similar games elsewherePersonal (real world) friends Recommendation from friends, relatives & colleagues 0% 20% 40% 60% 80% 0% 20% 40% 60% 80% UK US UK US  Top 5 categories that social  Top 5 factors influencing social gamers play social games with. game selection.  62% of social gamers play games  60% of gamers believe the with personal (real world) friends. number one factor influencing game selection/ play is recommendations from personal (real world) friends. Source: ISG PopCap social gaming research, 2010 Confidential. Copyright © Idiro Technologies, all rights reserved.
  • Turning gaming data into knowledgeWe take large amounts of structured and disparate sourced data e.g(a) Player usage data(b) Player community(c) Billing info (if available)(d)Player Communication data 3. Interrogate & 1. Clean it 2. Build data marts & deliver business analytical models intelligence Using your data we can help you better understand your business and predict what will happen in the future.
  • Example of Idiro’s approach to community segmentationPlayer social community & mapping Fig. 4 Age Group UUA for January 2012 Idiro can analyse data on all aspects of the player, including location, gender, age to login/ logout, minutes played, in game 60+ activity, purchases etc. to build up an overall picture and deeper understanding of a players 50-59 gaming experience & behaviour. 40-49 Player segmentation can be interesting. As 30-39 players come from varying different socio- 22-29 economic backgrounds, their wants & needs from the game can be vastly different. 18-21 Accurately segmenting gaming communities by individual player activity and community <18 metrics/ attributes enables gaming companies to offer marketing and retention campaigns 0 50 100 150 200 targeted at specific player segments. UK US Fig. 4 Age Group UUA Jan 2012 Graph illustrates each age group category and their UUA for the month of January. Confidential. Copyright © Idiro Technologies, all rights reserved.
  • Idiro added services - general analytics Using advanced analytics, Idiro can provide game enhancement/timing suggestions. We can identify specific “glitches” or times throughout a game, where significant disengagement/ defection exists, so that game designers/ developers can use this analysis to improve the functionality of the game design. It could be that players are confused; the level is too difficult; the need to purchase is presented too quickly; which can result in players disengaging. Fig. 5 Gold farming in China Chinese workers slaying monsters to earn gold for western We can identify “gold farmers” and their networks/ consumers, work 10-hour shifts to communities. And provide identification of bots too. help players gain levels, and wealth in online role playing games. We can provide Funnel Analysis, tracking a player from the moment they register, all game activity up until their first purchase. There is not always a financial outlay at game start, players have less impetus to keep playing. Understanding their actions through the game to their first purchase is key to lowering defection or disengagement for future customers. Confidential. Copyright © Idiro Technologies, all rights reserved.
  • ROI case study: European companyBusiness Goal: To acquire newcustomer’s, using existing Viral acquisition campaign uptakecustomer’s social connections.Process: Idiro provided anacquisition target list, directlyactionable within the acquisitioncampaign. Viral acquisition campaign uptakeResult: 400% increaseduptake in acquisition campaign. Operator Idiro 400% increased uptake in acquisition campaign Annual ROI over €7.5M from use of Idiro SNA Plus Confidential. Copyright © Idiro Technologies, all rights reserved.
  • To conclude…  Advanced analytics (including Social Network Analysis) can deliver real and significant value to gaming companies.  Our expert understanding and experience of data collection, analysis, modelling & segmentation can change your vast amounts of data into actionable insightful competitive advantage.  We can increase ROI and revenue generation with more appropriate targeted marketing campaigns, increasing purchasing and player satisfaction.  A customer says …….“When searching for a partner in SNA we required a unique combination of analytical skills and abilityto take the concept into full operational deployment. After reviewing people operating in thisspace, we felt that only Idiro offered that unique combination, and over the past year they haveproven time and again our faith in them in both aspects.” Mr. John Belchamber, Head of CRM Capability, Telefónica O2 UK. Confidential. Copyright © Idiro Technologies, all rights reserved.
  • Save time, resources & money Talk to Idirothe experts who speak your language THANK YOU Using social network analysis in online gaming