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GDC 2012 - How Sony Online Entertainment Optimizes Player Relationship Management (PRM) with Predictive Analytics
The document outlines how Sony Online Entertainment (SOE) leverages predictive analytics for optimizing Player Relationship Management (PRM) to enhance player engagement and monetization. Key strategies include understanding player segments, utilizing business intelligence, and creating targeted communication channels to foster player loyalty. The report emphasizes the importance of continuous feedback loops and effective campaign execution to improve player relationships and maximize revenue.
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GDC 2012 - How Sony Online Entertainment Optimizes Player Relationship Management (PRM) with Predictive Analytics
- 1. How Sony OnlineEntertainment Optimizes Player Relationship Management (PRM) with Predictive Analytics Lisa Nicklin Senior Director, Global CRM and eCommerce Sony Online Entertainment Nick Lim CEO Sonamine
- 2. Agenda •Introduction to SOEand Sonamine •Market forces •What is Player Relationship Management? •SOE PRM program plan •SOE PRM program execution
- 3. Gamers dedicated tocreating the best online worlds for players of all ages. • Operate under the notion that every opinion matters and strives to build lasting relationships with its global community through meaningful feedback and two-way conversations.
- 4. SOE Believes… •Everyone is a gamer at heart. •A game is more than just a game. •Our players are our extended family. •Creativity is the cornerstone of development. •Innovation is driven by experimentation. •Diversity drives success.
- 5. Sonamine offerings •Advisory services to implement CRM • Workshops to build awareness and momentum. • Gap analysis and performance measurement • 12-18 month planning and oversight to achieve successful organization adoption •Technical services with advanced player scoring • ConvertSoon, ChurnSoon, PurchaseMoreSoon, InfluenceSoon player segments • Building custom prediction models and operationalizing them © 2009-11 Sonamine LLC.
- 6. More games andplatforms for players to choose from
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- 8. Free-to-Play Power law:20% of payers convert after 20 days For illustrative purposes only, not actual player data
- 9. What do thesetrends mean for developers and publishers? •Many platforms competing for same slice of player attention •Many players monetize slowly over time •More than just focusing on game development, you must become good at managing your player relationship.
- 10. Elements of theplayer relationship •Time •Understanding/knowledge •Communication •Giveand take •FUN!!
- 11. Ecommerce Pillars Nudge Need Buy The ecosystem of the play experience – does it effectively promote what to The game design – does it buy at the right time? The purchase experience – effectively weave in a need does it effectively convert in to buy in all the relevant a non-intrusive way? places?
- 12. Key Goal –Monetization through Engagement •Players should be entertained and want to stick around •Those who want to have an easy path to find and pay for what they want
- 13. What is PRM? •Detailedunderstanding of and relevant communication with players •Use of business intelligence and advanced analytics to segment users. •Appropriate/relevant interaction with different user groups •Continually improve relevance by using performance feedback loop
- 14. Applied player relationship management •Findusers still learning •Findusers ready to the game & give them the commit and convert, appropriate tips show relevant first time buyer offers •Find •Find payers ready to buy users likely to churn, give goodies to more, show upsell offer keep them around
- 15. A user segmentis •A group who share similar characteristics • Readiness to commit, life cycle stage, knowledge of game, next likely action etc •Distinct from other user segments
- 16. Sonamine scores,categorizes and ranksplayers into segments High “Churnsoon” scores require Retention Action View of all players Players grouped and ranke Illustrative segments High “Purchase High MoreSoon” “ConvertSoon” scores scores good for used for first time buyer upsell promotions action
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- 18. A journey ofa thousand miles begins with a single step! •Phase 1 Goals – 6 Months • Internal PRM awareness and education • Create data pipeline for segmentation and reporting • Create targeted in-game communication delivery system • Define end-to-end PRM campaigns • Document process flow
- 19. Start cranking theflywheel… it’s a journey… •Phase 2 Goals – 4 Months • Increase efficiency of PRM campaigns • Improve effectiveness via predictive scoring • Decrease campaign turnaround time • Onboard additional games • Add communication channels
- 20. PRM task forceand teams •Project team • Project manager • Sonamine Advisory • CRM Manager • BI director • Game producers • Game brand managers •Governance • SVP Sales and Marketing • Senior Director, eCommerce and CRM • Sonamine Advisory
- 21. Data gathering andtools •Game instrumentation and logs •Data warehousing • Centralized storage and access •Business intelligence tool • Segmentation • Reporting •Sonamine predictive player scoring
- 22. Player Segmentation Criteria •Payerstatus •Membership status •Engagement levels •Station Cash balance •Sonamine ConvertSoon™ scores •Sonamine PurchaseMoreSoon™ scores
- 23. Development of in-gamemessaging •User segment list management tool •Messaging system with pop ups and click actions •Scheduling system to manage which messages are active and enabled •Matching messages to different user segments •Event tracking for reporting
- 24. Customer Service/Community •Complete visibilityfor front line support •Complete empowerment – they can grant offers •Community messaging •Number of customer support calls related to PRM offers : 0
- 25. Think Big, ButStart Small •Setfinal vision, but break into achievable short term projects. •Harmonizearchitecture of various components early (involve your architects early on)
- 26. Communicate to players •Vocalcommunity are committed players •Posted notice to entire forum group early on. •Test waters with segments that are less vocal such as low engagement and non- payers.
- 27. PRM Campaign Example •Goal– test ability to drive 1st time purchase through awareness vs offer •User Segment : longer term players who are not yet payers •Offer : Additional Character Slot •Channel : In Game Popup •Duration : One week •16% CTR, 7.3% Purchase rate •Unexpected: awareness message worked better than discount offer
- 28. PRM Campaign Example •Goal:Test ability to drive upsell incremental purchase •User Segment : longer term players, payers •Offer : Additional Character Slot •Channel : In Game Popup •Duration : One week •16% CTR, 37% Purchase rate
- 29. Key Learnings •Communicate to players early •Think big but start small •Do not under-estimate amount and type of resources needed •A journey, not a final destination
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