SlideShare a Scribd company logo
ON TINY YET REAL HAPPINESS
IN MOBILE GAMES MARKET
DSAA 2016 SS ON GAME DATA SCIENCE
Presenter: PoHeng Chen
Date: 2016.10.18
Authors
PoHeng Chen
RA
YiPei Tu
RA
KuanTa Chen
PI
Institute of Information Science, Academia Sinica
Taiwan
Outline
‣ Introduction
‣ Mobile Games Market
‣ Tiny Yet Real Happiness Phenomenon
‣ Mobile Games Design
‣ Data Collection
‣ Methodology
‣ Two Models
‣ User Contribution / Contribution Deviation Models
‣ Future Work
Mobile Games Market - App Store
# Country App Store (USD, 1 million)
1 USA $2,325
2 Japan $1,746
3 China $816
4 UK $411
5 Australia $286
* App Annie, 2013.09 - 2014.08
Mobile Games Market - Google Play
# Country Google Play (USD, 1 million)
1 Japan $2,002
2 USA $965
3 South Korea $932
4 Germany $176
5 Taiwan $153
* App Annie, 2013.09 - 2014.08
Mobile Games Market - Both Markets
# Country Per-person Spending (USD)
1 Japan $125.2
2 Hong Kong $64.2
3 Singapore $47.92
4 South Korea $42.68
5 Australia $39.35
8 Taiwan $29.71
* App Annie, 2013.09 - 2014.08
Why Asian countries spend so much on gaming?
Tiny Yet Real Happiness (TYRH)
▸ From
▸ ``Afternoon at Langerhan’s Island’’ by Haruki Murakami
▸ Meaning
▸ The small, transient moments of bliss felt during mundane
activities
▸ ``After a tough and enduring marathon, have a bottle of
cold-refreshing beer’’
Tiny Yet Real Happiness Phenomenon
▸ Due to social problems
▸ Unbalanced salary structure
▸ Unfriendly working environment
▸ High living levels of stress
▸ People (especially younger generation) may lose their
ambition to actively develop their careers, and instead to
cherish small, ordinary moment of happiness.
Why is the TYRH phenomenon prominent
in the mobile games?
The Design of Mobile Games
▸ Fit in with the life style of TYRH phenomenon
▸ Low entrance cost: $0.99, $1.99, $3.99 items
▸ High cost-performance ratio: instant happiness, right time
▸ Fragmented design: short playing time, play on the way to
office
Hypothesis
Social Structure
TYRH
Spending
More On
Mobile
GamingMobile Game
Design
Data Collection - Spending Behaviour on Mobile Games
▸ App Annie
▸ Time: 2012 - 2014
▸ Platforms: App Store & Google Play
▸ # of Countries: 50
Data Collection - Country Characteristics (229)
▸ Economic and Working Condition Indices
▸ GDP, export rate, Gini index, unemployment rate…
▸ Socio-demographics and Cultural Indices
▸ work attitude, education, satisfaction, world religions…
▸ Technology Indices
▸ internet development, internet penetration, smartphone
usage rate…
What causes the spending difference
between countries?
Question 1
Model 1: User Contribution Model
▸ Multiple linear regression model
▸ Y: Average User Contribution: users’ mobile gaming
spending on App Store and Google Play
▸ X: All Country Characteristics data without WVS
AUC =
gross revenue
total users
total users = population⇥
smartphone usage rate⇥
market share
Variable and Model Selections
▸ check Variance Inflation Factors to remove interaction and
collinearity problems
▸ do stepwise regression for model selection
▸ check scatter plots
▸ do data transformation
▸ check normality, linearity
▸ repeat …
Summary 1
Use PCA to deal with sign flip problem
Wagesperhour(z-score)
Life Satisfaction (z-score)
High Wages And Satisfied
High Wages But Unsatisfied
K-means Clustering (RMSE) into 4 groups
PC1
PC2
HWAS HWBU
Education Index Gini Index Unemployment Rate
Conclusion 1
▸ While high wages and high life satisfaction is positively
associated with per-user spending on mobile games, high
wages but low life satisfaction has stronger weight.
▸ Higher scores on Gini index and lower unemployment are
associated with higher per-user spending on mobile
games.
▸ These serve as preliminary evidence that people in tough
living and working environments are likely to seek
entertainment from mobile games.
Why do diligent countries spend
disproportionally more?
Question 2
Model 2: Contribution Deviation Model
▸ Y: Contribution Deviation: a country’s actual spending on
mobile games market divided by its predicted spendings
where the subscript as stands for the App Store and
gp stands for Google Play.
▸ X: All Country Characteristics data, including WVS
contribution deviation =
yas + ygp
ˆyas + ˆygp
,
Summary 2
Life Satisfaction
Attitude to Competition
Disposable Salary /
Smartphone Usage Rate
Gini Index Work Hours per Week Unemployment Rate
HSHS HSLS
WVS.099
(Competition Attitude)
WVS.023
(Life Satisfaction)
Conclusion 2
▸ The predictors measuring the TYRH phenomenon become
more significant in Model 2: high Gini index, low
unemployment rate, and low life satisfaction.
▸ Longer work hours appears in Model 2, demonstrating
positive relationship with response variable Y.
▸ Confirm that TYRH phenomenon plays an important role in
influencing mobile games market.
Contribution
▸ The 1st paper investigating and linking TYRH
phenomenon to mobile games
▸ Confirm that higher levels of economic and education are
associated with increased user spending on mobile games
▸ While high levels of life satisfaction are associated with
increases in user spending, low life satisfaction is also
associated with increases in such spending.
▸ Long work hours, higher Gini index, lower unemployment
rates, and lower life satisfaction are associated with higher
user spending on mobile games.
Future Work
▸ Investigate the interaction between game play and
spending behaviour by including more behavioural data
to explain how games are played as well as how they are
paid for
▸ Genre-specific models: explain model game spending in
different types of games, such as RPG, action, puzzle…
▸ Ultimate goal: understand more about our societies and
world, and identify ways to improve them.
Thank you for your attention!

More Related Content

Similar to Tiny Yet Real Happiness in Mobile Games Market - DSAA 2016 Game Data Science

app_annie__state_of_mobile_gaming_2021__en.pptx
app_annie__state_of_mobile_gaming_2021__en.pptxapp_annie__state_of_mobile_gaming_2021__en.pptx
app_annie__state_of_mobile_gaming_2021__en.pptx
KaiAlohaRok
 
China for the Win! What Publishers Need to Know to Succeed in this Emerging M...
China for the Win! What Publishers Need to Know to Succeed in this Emerging M...China for the Win! What Publishers Need to Know to Succeed in this Emerging M...
China for the Win! What Publishers Need to Know to Succeed in this Emerging M...
Vungle
 
Growth markets in mobile gaming
 Growth markets in mobile gaming Growth markets in mobile gaming
Growth markets in mobile gaming
GameCamp
 
Got Game? The Use of Gaming in Learning and Development
Got Game? The Use of Gaming in Learning and DevelopmentGot Game? The Use of Gaming in Learning and Development
Got Game? The Use of Gaming in Learning and Development
Kip Michael Kelly
 
Data and the Future of Gaming Post COVID
Data and the Future of Gaming Post COVIDData and the Future of Gaming Post COVID
Data and the Future of Gaming Post COVID
Data Con LA
 
The Business of Family-Friendly Mobile Gaming | Brian Lovell
The Business of Family-Friendly Mobile Gaming | Brian LovellThe Business of Family-Friendly Mobile Gaming | Brian Lovell
The Business of Family-Friendly Mobile Gaming | Brian Lovell
Jessica Tams
 
LECT_7_GLOBAL_STATE_MOBILE_2019_COMSCORE.pdf
LECT_7_GLOBAL_STATE_MOBILE_2019_COMSCORE.pdfLECT_7_GLOBAL_STATE_MOBILE_2019_COMSCORE.pdf
LECT_7_GLOBAL_STATE_MOBILE_2019_COMSCORE.pdf
DanielaVegasArenas
 
10520130101007
1052013010100710520130101007
10520130101007
IAEME Publication
 
Gamification in the world of digital marketing
Gamification in the world of digital marketing Gamification in the world of digital marketing
Gamification in the world of digital marketing
Paybay
 
Games, Gamification and Playful Experiences in Marketing: AdverGames as a gro...
Games, Gamification and Playful Experiences in Marketing: AdverGames as a gro...Games, Gamification and Playful Experiences in Marketing: AdverGames as a gro...
Games, Gamification and Playful Experiences in Marketing: AdverGames as a gro...
Ray Poynter
 
Healthcare Gamification
Healthcare GamificationHealthcare Gamification
Healthcare Gamification
Satyajit Roy
 
Product Strategy for 3Patti Loot
Product Strategy for 3Patti LootProduct Strategy for 3Patti Loot
Product Strategy for 3Patti Loot
Suvrajit Sarkar
 
PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use a...
PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use a...PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use a...
PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use a...
PlayFirst
 
Venture Lab 2012- AWOL
Venture Lab 2012- AWOLVenture Lab 2012- AWOL
Venture Lab 2012- AWOL
erinyx
 
Paola Alliegro_Capstone Paper_FA 2016
Paola Alliegro_Capstone Paper_FA 2016Paola Alliegro_Capstone Paper_FA 2016
Paola Alliegro_Capstone Paper_FA 2016
Paola Alliegro
 
[태블릿코드] 모바일 게임 개발 전략, 더 넓은 세상을 향해
[태블릿코드] 모바일 게임 개발 전략, 더 넓은 세상을 향해[태블릿코드] 모바일 게임 개발 전략, 더 넓은 세상을 향해
[태블릿코드] 모바일 게임 개발 전략, 더 넓은 세상을 향해
lswcap
 
Connected toys market
Connected toys marketConnected toys market
Connected toys market
danishsmith01
 
Freemium mobile games
Freemium mobile gamesFreemium mobile games
Freemium mobile games
Alexander Rybak
 
Accelerate Your Business Through Search & Native Innovation
Accelerate Your Business Through Search & Native InnovationAccelerate Your Business Through Search & Native Innovation
Accelerate Your Business Through Search & Native Innovation
Catalyst
 
Mobile apps-anil-panguluri-yahoo-at-digital-east-2011
Mobile apps-anil-panguluri-yahoo-at-digital-east-2011Mobile apps-anil-panguluri-yahoo-at-digital-east-2011
Mobile apps-anil-panguluri-yahoo-at-digital-east-2011
Anil Panguluri
 

Similar to Tiny Yet Real Happiness in Mobile Games Market - DSAA 2016 Game Data Science (20)

app_annie__state_of_mobile_gaming_2021__en.pptx
app_annie__state_of_mobile_gaming_2021__en.pptxapp_annie__state_of_mobile_gaming_2021__en.pptx
app_annie__state_of_mobile_gaming_2021__en.pptx
 
China for the Win! What Publishers Need to Know to Succeed in this Emerging M...
China for the Win! What Publishers Need to Know to Succeed in this Emerging M...China for the Win! What Publishers Need to Know to Succeed in this Emerging M...
China for the Win! What Publishers Need to Know to Succeed in this Emerging M...
 
Growth markets in mobile gaming
 Growth markets in mobile gaming Growth markets in mobile gaming
Growth markets in mobile gaming
 
Got Game? The Use of Gaming in Learning and Development
Got Game? The Use of Gaming in Learning and DevelopmentGot Game? The Use of Gaming in Learning and Development
Got Game? The Use of Gaming in Learning and Development
 
Data and the Future of Gaming Post COVID
Data and the Future of Gaming Post COVIDData and the Future of Gaming Post COVID
Data and the Future of Gaming Post COVID
 
The Business of Family-Friendly Mobile Gaming | Brian Lovell
The Business of Family-Friendly Mobile Gaming | Brian LovellThe Business of Family-Friendly Mobile Gaming | Brian Lovell
The Business of Family-Friendly Mobile Gaming | Brian Lovell
 
LECT_7_GLOBAL_STATE_MOBILE_2019_COMSCORE.pdf
LECT_7_GLOBAL_STATE_MOBILE_2019_COMSCORE.pdfLECT_7_GLOBAL_STATE_MOBILE_2019_COMSCORE.pdf
LECT_7_GLOBAL_STATE_MOBILE_2019_COMSCORE.pdf
 
10520130101007
1052013010100710520130101007
10520130101007
 
Gamification in the world of digital marketing
Gamification in the world of digital marketing Gamification in the world of digital marketing
Gamification in the world of digital marketing
 
Games, Gamification and Playful Experiences in Marketing: AdverGames as a gro...
Games, Gamification and Playful Experiences in Marketing: AdverGames as a gro...Games, Gamification and Playful Experiences in Marketing: AdverGames as a gro...
Games, Gamification and Playful Experiences in Marketing: AdverGames as a gro...
 
Healthcare Gamification
Healthcare GamificationHealthcare Gamification
Healthcare Gamification
 
Product Strategy for 3Patti Loot
Product Strategy for 3Patti LootProduct Strategy for 3Patti Loot
Product Strategy for 3Patti Loot
 
PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use a...
PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use a...PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use a...
PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use a...
 
Venture Lab 2012- AWOL
Venture Lab 2012- AWOLVenture Lab 2012- AWOL
Venture Lab 2012- AWOL
 
Paola Alliegro_Capstone Paper_FA 2016
Paola Alliegro_Capstone Paper_FA 2016Paola Alliegro_Capstone Paper_FA 2016
Paola Alliegro_Capstone Paper_FA 2016
 
[태블릿코드] 모바일 게임 개발 전략, 더 넓은 세상을 향해
[태블릿코드] 모바일 게임 개발 전략, 더 넓은 세상을 향해[태블릿코드] 모바일 게임 개발 전략, 더 넓은 세상을 향해
[태블릿코드] 모바일 게임 개발 전략, 더 넓은 세상을 향해
 
Connected toys market
Connected toys marketConnected toys market
Connected toys market
 
Freemium mobile games
Freemium mobile gamesFreemium mobile games
Freemium mobile games
 
Accelerate Your Business Through Search & Native Innovation
Accelerate Your Business Through Search & Native InnovationAccelerate Your Business Through Search & Native Innovation
Accelerate Your Business Through Search & Native Innovation
 
Mobile apps-anil-panguluri-yahoo-at-digital-east-2011
Mobile apps-anil-panguluri-yahoo-at-digital-east-2011Mobile apps-anil-panguluri-yahoo-at-digital-east-2011
Mobile apps-anil-panguluri-yahoo-at-digital-east-2011
 

Recently uploaded

New Girls Call Delhi 9873940964 Provide Best And Top Girl Service And No1 in ...
New Girls Call Delhi 9873940964 Provide Best And Top Girl Service And No1 in ...New Girls Call Delhi 9873940964 Provide Best And Top Girl Service And No1 in ...
New Girls Call Delhi 9873940964 Provide Best And Top Girl Service And No1 in ...
elbertablack
 
University of California, San Diego degree offer diploma Transcript
University of California, San Diego degree offer diploma TranscriptUniversity of California, San Diego degree offer diploma Transcript
University of California, San Diego degree offer diploma Transcript
xewvobg
 
Girls Call Vile Parle 9967584737 Provide Best And Top Girl Service And No1 in...
Girls Call Vile Parle 9967584737 Provide Best And Top Girl Service And No1 in...Girls Call Vile Parle 9967584737 Provide Best And Top Girl Service And No1 in...
Girls Call Vile Parle 9967584737 Provide Best And Top Girl Service And No1 in...
sunita ahuja
 
Girls Call Nariman point 9967584737 Provide Best And Top Girl Service And No1...
Girls Call Nariman point 9967584737 Provide Best And Top Girl Service And No1...Girls Call Nariman point 9967584737 Provide Best And Top Girl Service And No1...
Girls Call Nariman point 9967584737 Provide Best And Top Girl Service And No1...
Naicy mandal
 
Beautiful Girls Call 9873940964 9873940964 Provide Best And Top Girl Service ...
Beautiful Girls Call 9873940964 9873940964 Provide Best And Top Girl Service ...Beautiful Girls Call 9873940964 9873940964 Provide Best And Top Girl Service ...
Beautiful Girls Call 9873940964 9873940964 Provide Best And Top Girl Service ...
AK47 AK47
 
Sunny and Rishi Book Written By Basak Serin
Sunny and Rishi Book Written By Basak SerinSunny and Rishi Book Written By Basak Serin
Sunny and Rishi Book Written By Basak Serin
Basak24
 
Girls Call Santacruz 9967584737 Provide Best And Top Girl Service And No1 in ...
Girls Call Santacruz 9967584737 Provide Best And Top Girl Service And No1 in ...Girls Call Santacruz 9967584737 Provide Best And Top Girl Service And No1 in ...
Girls Call Santacruz 9967584737 Provide Best And Top Girl Service And No1 in ...
sunita ahuja
 
'The Attention Game' Report by Mavericks.pdf
'The Attention Game' Report by Mavericks.pdf'The Attention Game' Report by Mavericks.pdf
'The Attention Game' Report by Mavericks.pdf
Social Samosa
 
University of Washington degree offer diploma Transcript
University of Washington degree offer diploma TranscriptUniversity of Washington degree offer diploma Transcript
University of Washington degree offer diploma Transcript
xewvobg
 
LiquidText - "PDF Editor with Superpowers" FastCompany
LiquidText - "PDF Editor with Superpowers" FastCompanyLiquidText - "PDF Editor with Superpowers" FastCompany
LiquidText - "PDF Editor with Superpowers" FastCompany
kavitakumariok138
 
Ae Dil Zara Lyrics Song release in 2024
Ae Dil Zara  Lyrics Song release in 2024Ae Dil Zara  Lyrics Song release in 2024
Ae Dil Zara Lyrics Song release in 2024
MerryMantra
 
Independent Girls Call ServiCe Chennai X00XXX00XX Tanisha Best High Class Che...
Independent Girls Call ServiCe Chennai X00XXX00XX Tanisha Best High Class Che...Independent Girls Call ServiCe Chennai X00XXX00XX Tanisha Best High Class Che...
Independent Girls Call ServiCe Chennai X00XXX00XX Tanisha Best High Class Che...
shamrisumri
 
Project & Portfolio 3: Entertainment Business
Project & Portfolio 3: Entertainment BusinessProject & Portfolio 3: Entertainment Business
Project & Portfolio 3: Entertainment Business
KeiTeu
 
savita-bhabhi-ep-62 the-annivez-liborg-pr.pdf
savita-bhabhi-ep-62 the-annivez-liborg-pr.pdfsavita-bhabhi-ep-62 the-annivez-liborg-pr.pdf
savita-bhabhi-ep-62 the-annivez-liborg-pr.pdf
bangarsachin48
 
Sunny and Rishi 4 Written By Basak Serin
Sunny and Rishi 4 Written By Basak SerinSunny and Rishi 4 Written By Basak Serin
Sunny and Rishi 4 Written By Basak Serin
Basak24
 
The Rise of Young Chris Hemsworth: From Australian Shores to Hollywood Stardom
The Rise of Young Chris Hemsworth: From Australian Shores to Hollywood StardomThe Rise of Young Chris Hemsworth: From Australian Shores to Hollywood Stardom
The Rise of Young Chris Hemsworth: From Australian Shores to Hollywood Stardom
greendigital
 
Lucknow @ℂall Balaganj 08630512678 @Girls Service
Lucknow @ℂall Balaganj 08630512678 @Girls ServiceLucknow @ℂall Balaganj 08630512678 @Girls Service
Lucknow @ℂall Balaganj 08630512678 @Girls Service
veenita788
 
6 Cool Sex Positions to Beat the Summer Heat
6 Cool Sex Positions to Beat the Summer Heat6 Cool Sex Positions to Beat the Summer Heat
6 Cool Sex Positions to Beat the Summer Heat
Salty Vixen Stories & More
 
BBW Girls Call Aero City 9873940964 Provide Best And Top Girl Service And No1...
BBW Girls Call Aero City 9873940964 Provide Best And Top Girl Service And No1...BBW Girls Call Aero City 9873940964 Provide Best And Top Girl Service And No1...
BBW Girls Call Aero City 9873940964 Provide Best And Top Girl Service And No1...
%$A19%
 
High Profile Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl S...
High Profile Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl S...High Profile Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl S...
High Profile Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl S...
6459astrid
 

Recently uploaded (20)

New Girls Call Delhi 9873940964 Provide Best And Top Girl Service And No1 in ...
New Girls Call Delhi 9873940964 Provide Best And Top Girl Service And No1 in ...New Girls Call Delhi 9873940964 Provide Best And Top Girl Service And No1 in ...
New Girls Call Delhi 9873940964 Provide Best And Top Girl Service And No1 in ...
 
University of California, San Diego degree offer diploma Transcript
University of California, San Diego degree offer diploma TranscriptUniversity of California, San Diego degree offer diploma Transcript
University of California, San Diego degree offer diploma Transcript
 
Girls Call Vile Parle 9967584737 Provide Best And Top Girl Service And No1 in...
Girls Call Vile Parle 9967584737 Provide Best And Top Girl Service And No1 in...Girls Call Vile Parle 9967584737 Provide Best And Top Girl Service And No1 in...
Girls Call Vile Parle 9967584737 Provide Best And Top Girl Service And No1 in...
 
Girls Call Nariman point 9967584737 Provide Best And Top Girl Service And No1...
Girls Call Nariman point 9967584737 Provide Best And Top Girl Service And No1...Girls Call Nariman point 9967584737 Provide Best And Top Girl Service And No1...
Girls Call Nariman point 9967584737 Provide Best And Top Girl Service And No1...
 
Beautiful Girls Call 9873940964 9873940964 Provide Best And Top Girl Service ...
Beautiful Girls Call 9873940964 9873940964 Provide Best And Top Girl Service ...Beautiful Girls Call 9873940964 9873940964 Provide Best And Top Girl Service ...
Beautiful Girls Call 9873940964 9873940964 Provide Best And Top Girl Service ...
 
Sunny and Rishi Book Written By Basak Serin
Sunny and Rishi Book Written By Basak SerinSunny and Rishi Book Written By Basak Serin
Sunny and Rishi Book Written By Basak Serin
 
Girls Call Santacruz 9967584737 Provide Best And Top Girl Service And No1 in ...
Girls Call Santacruz 9967584737 Provide Best And Top Girl Service And No1 in ...Girls Call Santacruz 9967584737 Provide Best And Top Girl Service And No1 in ...
Girls Call Santacruz 9967584737 Provide Best And Top Girl Service And No1 in ...
 
'The Attention Game' Report by Mavericks.pdf
'The Attention Game' Report by Mavericks.pdf'The Attention Game' Report by Mavericks.pdf
'The Attention Game' Report by Mavericks.pdf
 
University of Washington degree offer diploma Transcript
University of Washington degree offer diploma TranscriptUniversity of Washington degree offer diploma Transcript
University of Washington degree offer diploma Transcript
 
LiquidText - "PDF Editor with Superpowers" FastCompany
LiquidText - "PDF Editor with Superpowers" FastCompanyLiquidText - "PDF Editor with Superpowers" FastCompany
LiquidText - "PDF Editor with Superpowers" FastCompany
 
Ae Dil Zara Lyrics Song release in 2024
Ae Dil Zara  Lyrics Song release in 2024Ae Dil Zara  Lyrics Song release in 2024
Ae Dil Zara Lyrics Song release in 2024
 
Independent Girls Call ServiCe Chennai X00XXX00XX Tanisha Best High Class Che...
Independent Girls Call ServiCe Chennai X00XXX00XX Tanisha Best High Class Che...Independent Girls Call ServiCe Chennai X00XXX00XX Tanisha Best High Class Che...
Independent Girls Call ServiCe Chennai X00XXX00XX Tanisha Best High Class Che...
 
Project & Portfolio 3: Entertainment Business
Project & Portfolio 3: Entertainment BusinessProject & Portfolio 3: Entertainment Business
Project & Portfolio 3: Entertainment Business
 
savita-bhabhi-ep-62 the-annivez-liborg-pr.pdf
savita-bhabhi-ep-62 the-annivez-liborg-pr.pdfsavita-bhabhi-ep-62 the-annivez-liborg-pr.pdf
savita-bhabhi-ep-62 the-annivez-liborg-pr.pdf
 
Sunny and Rishi 4 Written By Basak Serin
Sunny and Rishi 4 Written By Basak SerinSunny and Rishi 4 Written By Basak Serin
Sunny and Rishi 4 Written By Basak Serin
 
The Rise of Young Chris Hemsworth: From Australian Shores to Hollywood Stardom
The Rise of Young Chris Hemsworth: From Australian Shores to Hollywood StardomThe Rise of Young Chris Hemsworth: From Australian Shores to Hollywood Stardom
The Rise of Young Chris Hemsworth: From Australian Shores to Hollywood Stardom
 
Lucknow @ℂall Balaganj 08630512678 @Girls Service
Lucknow @ℂall Balaganj 08630512678 @Girls ServiceLucknow @ℂall Balaganj 08630512678 @Girls Service
Lucknow @ℂall Balaganj 08630512678 @Girls Service
 
6 Cool Sex Positions to Beat the Summer Heat
6 Cool Sex Positions to Beat the Summer Heat6 Cool Sex Positions to Beat the Summer Heat
6 Cool Sex Positions to Beat the Summer Heat
 
BBW Girls Call Aero City 9873940964 Provide Best And Top Girl Service And No1...
BBW Girls Call Aero City 9873940964 Provide Best And Top Girl Service And No1...BBW Girls Call Aero City 9873940964 Provide Best And Top Girl Service And No1...
BBW Girls Call Aero City 9873940964 Provide Best And Top Girl Service And No1...
 
High Profile Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl S...
High Profile Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl S...High Profile Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl S...
High Profile Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl S...
 

Tiny Yet Real Happiness in Mobile Games Market - DSAA 2016 Game Data Science

  • 1. ON TINY YET REAL HAPPINESS IN MOBILE GAMES MARKET DSAA 2016 SS ON GAME DATA SCIENCE Presenter: PoHeng Chen Date: 2016.10.18
  • 2. Authors PoHeng Chen RA YiPei Tu RA KuanTa Chen PI Institute of Information Science, Academia Sinica Taiwan
  • 3. Outline ‣ Introduction ‣ Mobile Games Market ‣ Tiny Yet Real Happiness Phenomenon ‣ Mobile Games Design ‣ Data Collection ‣ Methodology ‣ Two Models ‣ User Contribution / Contribution Deviation Models ‣ Future Work
  • 4. Mobile Games Market - App Store # Country App Store (USD, 1 million) 1 USA $2,325 2 Japan $1,746 3 China $816 4 UK $411 5 Australia $286 * App Annie, 2013.09 - 2014.08
  • 5. Mobile Games Market - Google Play # Country Google Play (USD, 1 million) 1 Japan $2,002 2 USA $965 3 South Korea $932 4 Germany $176 5 Taiwan $153 * App Annie, 2013.09 - 2014.08
  • 6. Mobile Games Market - Both Markets # Country Per-person Spending (USD) 1 Japan $125.2 2 Hong Kong $64.2 3 Singapore $47.92 4 South Korea $42.68 5 Australia $39.35 8 Taiwan $29.71 * App Annie, 2013.09 - 2014.08
  • 7. Why Asian countries spend so much on gaming?
  • 8. Tiny Yet Real Happiness (TYRH) ▸ From ▸ ``Afternoon at Langerhan’s Island’’ by Haruki Murakami ▸ Meaning ▸ The small, transient moments of bliss felt during mundane activities ▸ ``After a tough and enduring marathon, have a bottle of cold-refreshing beer’’
  • 9. Tiny Yet Real Happiness Phenomenon ▸ Due to social problems ▸ Unbalanced salary structure ▸ Unfriendly working environment ▸ High living levels of stress ▸ People (especially younger generation) may lose their ambition to actively develop their careers, and instead to cherish small, ordinary moment of happiness.
  • 10. Why is the TYRH phenomenon prominent in the mobile games?
  • 11. The Design of Mobile Games ▸ Fit in with the life style of TYRH phenomenon ▸ Low entrance cost: $0.99, $1.99, $3.99 items ▸ High cost-performance ratio: instant happiness, right time ▸ Fragmented design: short playing time, play on the way to office
  • 13. Data Collection - Spending Behaviour on Mobile Games ▸ App Annie ▸ Time: 2012 - 2014 ▸ Platforms: App Store & Google Play ▸ # of Countries: 50
  • 14. Data Collection - Country Characteristics (229) ▸ Economic and Working Condition Indices ▸ GDP, export rate, Gini index, unemployment rate… ▸ Socio-demographics and Cultural Indices ▸ work attitude, education, satisfaction, world religions… ▸ Technology Indices ▸ internet development, internet penetration, smartphone usage rate…
  • 15. What causes the spending difference between countries? Question 1
  • 16. Model 1: User Contribution Model ▸ Multiple linear regression model ▸ Y: Average User Contribution: users’ mobile gaming spending on App Store and Google Play ▸ X: All Country Characteristics data without WVS AUC = gross revenue total users total users = population⇥ smartphone usage rate⇥ market share
  • 17. Variable and Model Selections ▸ check Variance Inflation Factors to remove interaction and collinearity problems ▸ do stepwise regression for model selection ▸ check scatter plots ▸ do data transformation ▸ check normality, linearity ▸ repeat …
  • 19. Use PCA to deal with sign flip problem Wagesperhour(z-score) Life Satisfaction (z-score)
  • 20. High Wages And Satisfied High Wages But Unsatisfied
  • 21. K-means Clustering (RMSE) into 4 groups PC1 PC2
  • 23. Education Index Gini Index Unemployment Rate
  • 24. Conclusion 1 ▸ While high wages and high life satisfaction is positively associated with per-user spending on mobile games, high wages but low life satisfaction has stronger weight. ▸ Higher scores on Gini index and lower unemployment are associated with higher per-user spending on mobile games. ▸ These serve as preliminary evidence that people in tough living and working environments are likely to seek entertainment from mobile games.
  • 25. Why do diligent countries spend disproportionally more? Question 2
  • 26. Model 2: Contribution Deviation Model ▸ Y: Contribution Deviation: a country’s actual spending on mobile games market divided by its predicted spendings where the subscript as stands for the App Store and gp stands for Google Play. ▸ X: All Country Characteristics data, including WVS contribution deviation = yas + ygp ˆyas + ˆygp ,
  • 27. Summary 2 Life Satisfaction Attitude to Competition Disposable Salary / Smartphone Usage Rate
  • 28. Gini Index Work Hours per Week Unemployment Rate
  • 31. Conclusion 2 ▸ The predictors measuring the TYRH phenomenon become more significant in Model 2: high Gini index, low unemployment rate, and low life satisfaction. ▸ Longer work hours appears in Model 2, demonstrating positive relationship with response variable Y. ▸ Confirm that TYRH phenomenon plays an important role in influencing mobile games market.
  • 32. Contribution ▸ The 1st paper investigating and linking TYRH phenomenon to mobile games ▸ Confirm that higher levels of economic and education are associated with increased user spending on mobile games ▸ While high levels of life satisfaction are associated with increases in user spending, low life satisfaction is also associated with increases in such spending. ▸ Long work hours, higher Gini index, lower unemployment rates, and lower life satisfaction are associated with higher user spending on mobile games.
  • 33. Future Work ▸ Investigate the interaction between game play and spending behaviour by including more behavioural data to explain how games are played as well as how they are paid for ▸ Genre-specific models: explain model game spending in different types of games, such as RPG, action, puzzle… ▸ Ultimate goal: understand more about our societies and world, and identify ways to improve them.
  • 34. Thank you for your attention!