Does Personalisation Exist in the Game Industry? The Need for a New Segmentation

1. Does Personalisation Exist in the Industry? The Need for a New Segmentation

2. TENTUPLAY is an AI solution that makes players have more fun while playing the games. Game balance analysisIn-game guides and content recommendations Game user analysis

3. Does Personalisation Exist in the Industry? The Need for a New Segmentation

4. Personalisation Giving what each player wants To maximize retention and revenue

5. Personalisation Images: Yadnesh Deshpande, The Verge

6. Segmentation Segmenting players into smaller groups To understand players’ diverse needs

7. Segmentation Demographic segmentation Monetization segmentation History-based segmentation Behavioral segmentation

8. Demographic Segmentation Based on age, gender, geography, etc.

9. Demographic Segmentation “Differences are far less significant with respect to the standard age-range comparison” “Game developers should seriously consider an attitude/experience segmentation.” Gabriel Jacobs, Segmentation of the games market using multivariate analysis, 2005

10. Demographic Segmentation “Demographics are NOT the primary drivers of segment differences.” “Demographics don’t determine game playing behavior.” Google Play, 2017

11. Demographic Segmentation “Demographics are NOT the primary drivers of segment differences.” “Demographics don’t determine game playing behavior.” Google Play, 2017

12. Demographic Segmentation “Geography, age, and gender? We put that in the garbage heap.” “Everyone’s instinct was, ‘Yea, if you find out their age and gender data, that’s fantastic’. But what we learned is: it’s almost useless...” “… it’s not who they are in a superficial sense - like gender, age, even geography. It’s not even what they tell you. It’s what they DO.” Todd Yellin｜Netflix

13. Demographic Segmentation Go 2020

15. Monetization Segmentation Based on how much revenue players create

16. Monetization Segmentation Minnows $1 per month Dolphins $5 per month Whales $20 per month. Freeloaders $0 Minnows 50% of payers Dolphins 40% of payers Whales 10% of payers

17. Monetization Segmentation

18. Monetization Segmentation Shortens the Life of your Game

19. Monetization Segmentation The higher the conversion rate, the healthier the game. 30% 70%

20. Monetization Segmentation Retention Before Monetization Nicholas Lovell, 2013 Acquisition Retention Monetization

21. Monetization Segmentation Retention Before Monetization Game Analytics, 2012 8 days 12 days 18 days

23. History-based Segmentation Based on purchasing history

24. History-based Segmentation Images: Rejoiner, Eurogamer

25. History-based Segmentation Images: Rejoiner, Eurogamer Impossible

27. Behavioral Segmentation Player Log Login Win Stg 1 Get Golds Invite Friends Buy Item Use Item Watch Ads Fail Stg 2 Retry Stg 2 Win Stg 2 Visit Store Purchase

28. Behavioral Segmentation Demographic segmentation No meaningful insights Analyzes what players do Monetization segmentation Neglects 98% Analyzes every player History-based segmentation Not sufficient purchasing histories Uses behavioral data Behavioral segmentation

29. Behavioral Segmentation Image: The Verge

30. Behavioral Segmentation Not in Game Ops

31. Behavioral Segmentation in Game Ops Sam

32. Behavioral Segmentation in Game Ops Sam Underdog Lover Foot Soldier

33. Behavioral Segmentation in Game Ops Sam Underdog Lover Foot Soldier Make Foot Soldier Stronger

34. Behavioral Segmentation in Game Ops Sam Underdog Lover Foot Soldier Make Foot Soldier Stronger Stronger Character

35. Behavioral Segmentation in Game Ops Dave PvP from the Beginning

36. Behavioral Segmentation in Game Ops Dave PvP from the Beginning VS

37. Behavioral Segmentation in Game Ops Dave PvP from the Beginning VSLOSE LOSE LOSE WIN

38. Behavioral Segmentation in Game Ops Dave PvP from the Beginning VSLOSE LOSE LOSE WIN

39. Behavioral Segmentation in Game Ops Dave PvP from the Beginning VSLOSE LOSE LOSE WIN Too much data

40. Behavioral Segmentation in Game Ops Dave PvP from the Beginning VSLOSE LOSE LOSE WIN Automate the process

41. Behavioral Segmentation in Game Ops You Install SDK Check Dashboard AI Logging Segmentation Dashboard Personalised CRM - Event logging - Metrics setting - 28 Personas by playing style -Drawing and organizing insights -Creating and sending strategies and item offers.

42. Behavioral Segmentation in Game Ops

43. Behavioral Segmentation in Game Ops Notable Personas

44. Behavioral Segmentation in Game Ops When players leave

45. Behavioral Segmentation in Game Ops What players buy

46. Behavioral Segmentation in Game Ops Sam Underdog Lover Foot Soldier Make Foot Soldier Stronger Stronger Character

47. Behavioral Segmentation in Game Ops Sam Underdog Lover

48. Behavioral Segmentation in Game Ops MMORPG｜Studio A D10 Retention increased by 13% In-app purchase increased by 8% Engagement increased by 45% conversion rate increased by 94% Idle Game｜Studio B D4 Retention increased by 88.5% Lifetime days increased by 36.1% D6 Retention increased by 79.5%

49. Behavioral Segmentation in Game Ops Demographic segmentation No meaningful insights Analyzes what players do Monetization segmentation Neglects 98% Analyzes every player History-based segmentation Not sufficient purchasing histories Uses behavioral data Behavioral segmentation

50. Behavioral Segmentation in Game Ops You Install SDK Check Dashboard AI Logging Segmentation Dashboard Personalised CRM - Event logging - Metrics setting - 28 Personas by playing style -Drawing and organizing insights -Creating and sending strategies and item offers.

51. Thank you. contact@tentuplay.io www.tentuplay.io

Does Personalisation Exist in the Game Industry? The Need for a New Segmentation

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