GDC 2012 - How Sony Online Entertainment Optimizes Player Relationship Management (PRM) with Predictive Analytics
How Sony Online EntertainmentOptimizes Player RelationshipManagement (PRM) with PredictiveAnalyticsLisa NicklinSenior Director, Global CRM and eCommerceSony Online EntertainmentNick LimCEOSonamine
Agenda•Introduction to SOE and Sonamine•Market forces•What is Player Relationship Management?•SOE PRM program plan•SOE PRM program execution
Gamers dedicated to creating the best online worlds for players of all ages.• Operate under the notion that every opinionmatters and strives to build lasting relationshipswith its global community through meaningfulfeedback and two-way conversations.
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.
Free-to-Play Power law: 20% ofpayers convert after 20 days For illustrative purposes only, not actual player data
What do these trends mean fordevelopers and publishers?•Many platforms competing for same sliceof player attention•Many players monetize slowly over time•More than just focusing on gamedevelopment, you must become good atmanaging your player relationship.
Elements of the playerrelationship•Time•Understanding/knowledge•Communication•Giveand take•FUN!!
Ecommerce Pillars Nudge Need Buy The ecosystem of the play experience – does it effectively promote what toThe 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?
Key Goal – Monetization throughEngagement•Players should be entertained and want tostick around•Those who want to have an easy path to findand pay for what they want
What is PRM?•Detailed understanding of and relevantcommunication with players•Use of business intelligence and advancedanalytics to segment users.•Appropriate/relevant interaction with differentuser groups•Continually improve relevance by usingperformance feedback loop
Applied player relationshipmanagement •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
A user segment is•A group who share similar characteristics • Readiness to commit, life cycle stage, knowledge of game, next likely action etc•Distinct from other user segments
Sonamine scores,categorizes andranks players 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
A journey of a thousand milesbegins 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
Start cranking the flywheel… it’s ajourney…•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
PRM task force and 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
Data gathering and tools•Game instrumentation and logs•Data warehousing • Centralized storage and access•Business intelligence tool • Segmentation • Reporting•Sonamine predictive player scoring
Development of in-game messaging•User segment list management tool•Messaging system with pop ups and clickactions•Scheduling system to manage whichmessages are active and enabled•Matching messages to different usersegments•Event tracking for reporting
Customer Service/Community•Complete visibility for front line support•Complete empowerment – they can grantoffers•Community messaging•Number of customer support calls relatedto PRM offers : 0
Think Big, But Start Small•Setfinal vision, but break into achievableshort term projects.•Harmonizearchitecture of variouscomponents early (involve your architectsearly on)
Communicate to players•Vocal community are committed players•Posted notice to entire forum group earlyon.•Test waters with segments that are lessvocal such as low engagement and non-payers.
PRM Campaign Example•Goal – test ability to drive 1st time purchasethrough awareness vs offer•User Segment : longer term players who are notyet payers•Offer : Additional Character Slot•Channel : In Game Popup•Duration : One week•16% CTR, 7.3% Purchase rate•Unexpected: awareness message worked betterthan discount offer
PRM Campaign Example•Goal: Test ability to drive upsell incrementalpurchase•User Segment : longer term players, payers•Offer : Additional Character Slot•Channel : In Game Popup•Duration : One week•16% CTR, 37% Purchase rate
Key Learnings•Communicate to players early•Think big but start small•Do not under-estimate amount and type ofresources needed•A journey, not a final destination