SlideShare a Scribd company logo
Global Insights & Analytics
Gaming @ Google
Kunny Berdow
Gaming Trends and Data
Prepared for DataCon 2020
Let’s.
Get.
Personal.
● Trends in gaming
○ Pandemic
○ Subscription and cross platform
● Asking the right questions
● Building cohorts and device usage
● Clustering with a variety of methods on time of play, genres, number of
games
● Use PCA to assess likelihood of predicting behavior
Agenda
Industry Trends
The Gaming industry is bigger than music and movies combined
Source: Global Revenue Statista, Newzoo
2007 2008 2009 2010 2011 2012 2003 2014 2015 2016 2017 2018
0
50
100
150
Music Industry
Film Industry
Gaming Industry
Thousands of millions in USD$
Gaming is breaking download and consumption
records
Source: [1] Think with Google; [2] App Annie, Gaming Spotlight 2020; Forbes; [3] WARC, What brands need to know about targeting gamers, Mar 2019
1.2 Billion
a new all time high of weekly mobile
game downloads during COVID[1]
This isn’t surprising though -
games generated nearly 70% of combined iOS and
Google Play app spending in 2019[2
On YouTube, Instagram, and Facebook Gamers
are twice as engaged[3] (Announce Trailer)
Proprietary + Confidential
Netflix’s love affair
with video game
stories is growing
97% Match 2020 TV-MA 5 Seasons HD 5.1
The industry is growing overall, mostly
in mobile
Source: Newzoo report (2019-2021 projected)
Gaming industry evolution (2018-2021)
$137.9B
$151.9B
$165.9B
$180.1B
MOBILE
+26.8%
PC
+3.1%
CONSOLE
+2.3%
Gaming industry evolution (2018-2021)
2018 2019 2020 2021
$137.9B
$151.9B
$165.9B
$180.1B
Analysis and Business
Application
Why are business questions important?
Developers
- Device Type
- Accepts 3P cookies
- Supports AJAX
- Operator
- WiFi Connectivity
- Browser/App
- Session time
- Progression Loop
- Balancing - matching
- Crash reports
Business Units
- Acquisition parameters
- Referral
- Demographics
- Behavioral (Affinity/In-market)
- Other games playing
- Spend and In-app
- Content Optimization
- Social Behavior
Research Design and Operationalizing a Business Question
1
Business
Questions
What are the core
strengths and
constraints? What
specific business
decisions do you have to
make?
Research
Questions
Which questions and
outcomes can you test?
Will the results be
conclusive?
2
Research Design
What methods will you
employ?
3
Prepare the
research
instrument
Make sure the survey,
data collection, sampling
methods are capturing
what you intent to
measure
4
Collect Data and
Analyze
Data cleaning, data
cleaning, data cleaning
5
Socialization
Communicate findings
and answer business
questions
6
Data Types and Methods Used
Source: Diagram from mymarketresearchmethods.com , 2020
Types of Data
Quant Qual
OrdinalNominalContinuousDiscrete
CHAID and Boosted Trees
Source: Sarah Litter, Stats Statistical Services - visual used for illustrative purposes
Clustering
Source: Clustering Diagram with CHAID
Kunny Berdow
Gaming @ Google

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Data and the Future of Gaming Post COVID

  • 1. Global Insights & Analytics Gaming @ Google Kunny Berdow Gaming Trends and Data Prepared for DataCon 2020
  • 3. ● Trends in gaming ○ Pandemic ○ Subscription and cross platform ● Asking the right questions ● Building cohorts and device usage ● Clustering with a variety of methods on time of play, genres, number of games ● Use PCA to assess likelihood of predicting behavior Agenda
  • 5. The Gaming industry is bigger than music and movies combined Source: Global Revenue Statista, Newzoo 2007 2008 2009 2010 2011 2012 2003 2014 2015 2016 2017 2018 0 50 100 150 Music Industry Film Industry Gaming Industry Thousands of millions in USD$
  • 6. Gaming is breaking download and consumption records Source: [1] Think with Google; [2] App Annie, Gaming Spotlight 2020; Forbes; [3] WARC, What brands need to know about targeting gamers, Mar 2019 1.2 Billion a new all time high of weekly mobile game downloads during COVID[1] This isn’t surprising though - games generated nearly 70% of combined iOS and Google Play app spending in 2019[2 On YouTube, Instagram, and Facebook Gamers are twice as engaged[3] (Announce Trailer)
  • 7. Proprietary + Confidential Netflix’s love affair with video game stories is growing 97% Match 2020 TV-MA 5 Seasons HD 5.1
  • 8. The industry is growing overall, mostly in mobile Source: Newzoo report (2019-2021 projected) Gaming industry evolution (2018-2021) $137.9B $151.9B $165.9B $180.1B MOBILE +26.8% PC +3.1% CONSOLE +2.3% Gaming industry evolution (2018-2021) 2018 2019 2020 2021 $137.9B $151.9B $165.9B $180.1B
  • 10. Why are business questions important? Developers - Device Type - Accepts 3P cookies - Supports AJAX - Operator - WiFi Connectivity - Browser/App - Session time - Progression Loop - Balancing - matching - Crash reports Business Units - Acquisition parameters - Referral - Demographics - Behavioral (Affinity/In-market) - Other games playing - Spend and In-app - Content Optimization - Social Behavior
  • 11. Research Design and Operationalizing a Business Question 1 Business Questions What are the core strengths and constraints? What specific business decisions do you have to make? Research Questions Which questions and outcomes can you test? Will the results be conclusive? 2 Research Design What methods will you employ? 3 Prepare the research instrument Make sure the survey, data collection, sampling methods are capturing what you intent to measure 4 Collect Data and Analyze Data cleaning, data cleaning, data cleaning 5 Socialization Communicate findings and answer business questions 6
  • 12. Data Types and Methods Used Source: Diagram from mymarketresearchmethods.com , 2020 Types of Data Quant Qual OrdinalNominalContinuousDiscrete
  • 13. CHAID and Boosted Trees Source: Sarah Litter, Stats Statistical Services - visual used for illustrative purposes