1.
Making Sense of Big Data
Giving customers a great experience for years on end
Vince Darley, Chief Scientist

2.
Page 4
Source: BCG Technology Advantage, April 2015

3.
King power point template
Page 5

4.
Our main KPIs
Retention
Engagement
Monetization Conversion
Virality

5.
Once you have gameplay it’s all about levels

6.
© King.com Ltd 2015 – Commercially confidential
12
345 million monthly active users
1.2 billion game plays per day
11 offices, 970 employees
And lots and lots of data...
14 billion rows per day
600 Gb per day new
2 Pb stored

7.
© King.com Ltd 2015 – Commercially confidential

8.
© King.com Ltd 2015 – Commercially confidential
20130117T060000.142+0100 23 102 1387107022 1137497977 0 0 fb notif giveGoldToUser
20130117T060000.277+0100 23 10101 1000524045 1 2 5107
20130117T060000.281+0100 23 21 1025951084 0 134 1358388857
20130117T060000.282+0100 23 69 1025951084 0 134 0 1358398800 facebook bookmark_favorites
0 fb_source=bookmark_favorites&ref=bookmarks&count=3&fb_bmpos=9_3
20130117T060000.285+0100 23 38 1025951084 ad1c792b WINDOWS_XP CHROME 24.0.1312.52 Mozilla/5.0 (Windows NT 5.1) AppleWebKit/
537.17 (KHTML, like Gecko) Chrome/24.0.1312.52 Safari/537.17
20130117T060000.287+0100 23 10101 1140113442 -1 4 5101
20130117T060000.288+0100 23 10005 1140113442 4 3 1358398800288
20130117T060000.293+0100 23 10006 1013736679 6 9 0 0 9 1358398651841 -1
20130117T060000.295+0100 23 10006 1005122347 6 9 0 0 8 1358398680215 -1
20130117T060000.304+0100 23 10101 1111576364 -1 0 5101
20130117T060000.305+0100 23 10006 1057601692 3 9 0 0 1 1358398609173 -1
20130117T060000.305+0100 23 10005 1111576364 5 2 1358398800305
20130117T060000.306+0100 23 10006 1031413225 7 13 0 0 8 1358398598520 -1
20130117T060000.350+0100 23 10101 1151246251 -1 0 5101
20130117T060000.351+0100 23 10005 1151246251 5 7 1358398800351
20130117T060000.358+0100 23 10006 1376461814 4 3 0 0 72 1358398575940 -10001
Raw data are awkward
14

9.
© King.com Ltd 2015 – Commercially confidential
14 billion
950 Gb
2.5 Pb

10.
Beyond levels…
+ = Fun!

11.
Pass Rate

12.
Late adopters are less skillful at the game
Skill
Install Date

13.
Let’s focus on one cohort… now two trends!
ProbabilityofLevelSuccess
# Attempts

14.
Diversity of skill - we have to segment
ProbabilityofLevelSuccess
# Attempts

15.
Diversity
364 m
We have more players than the entire US
320 m

16.
A B

17.
A B

18.
Let’s talk prediction…
Good stuff
Effective
Actionable
Predictable

19.
company.king.com & vince.darley@king.com
Questions?