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Does Personalisation Exist in the Industry?
The Need for a New Segmentation
TENTUPLAY is an AI solution
that makes players have more fun while playing the games.
Game balance analysisIn-game guides and content
recommendations
Game user analysis
Does Personalisation Exist in the Industry?
The Need for a New Segmentation
Personalisation
Giving what each player wants
To maximize retention and revenue
Personalisation
Images: Yadnesh Deshpande, The Verge
Segmentation
Segmenting players into smaller groups
To understand players’ diverse needs
Segmentation
Demographic segmentation
Monetization segmentation
History-based segmentation
Behavioral segmentation
Demographic Segmentation
Based on age, gender, geography, etc.
Demographic Segmentation
“Differences are far less significant with respect to the standard age-range comparison”
“Game developers should seriously consider an attitude/experience segmentation.”
Gabriel Jacobs, Segmentation of the games market using multivariate analysis, 2005
Demographic Segmentation
“Demographics are NOT the primary drivers of segment differences.”
“Demographics don’t determine game playing behavior.”
Google Play, 2017
Demographic Segmentation
“Demographics are NOT the primary drivers of segment differences.”
“Demographics don’t determine game playing behavior.”
Google Play, 2017
Demographic Segmentation
“Geography, age, and gender? We put that in the garbage heap.”
“Everyone’s instinct was, ‘Yea, if you find out their age and gender data, that’s fantastic’.
But what we learned is: it’s almost useless...”
“… it’s not who they are in a superficial sense - like gender, age, even geography.
It’s not even what they tell you. It’s what they DO.”
Todd Yellin|Netflix
Demographic Segmentation
Go 2020
Segmentation
Demographic segmentation
Monetization segmentation
History-based segmentation
Behavioral segmentation
Monetization Segmentation
Based on how much revenue players create
Monetization Segmentation
Minnows $1 per month
Dolphins $5 per month
Whales $20 per month.
Freeloaders $0
Minnows 50% of payers
Dolphins 40% of payers
Whales 10% of payers
Monetization Segmentation
Monetization Segmentation
Shortens the Life
of your Game
Monetization Segmentation
The higher the conversion rate,
the healthier the game.
30% 70%
Monetization Segmentation
Retention Before Monetization
Nicholas Lovell, 2013
Acquisition
Retention
Monetization
Monetization Segmentation
Retention Before Monetization
Game Analytics, 2012
8 days
12 days
18 days
Segmentation
Demographic segmentation
Monetization segmentation
History-based segmentation
Behavioral segmentation
History-based Segmentation
Based on purchasing history
History-based Segmentation
Images: Rejoiner, Eurogamer
History-based Segmentation
Images: Rejoiner, Eurogamer
Impossible
Segmentation
Demographic segmentation
Monetization segmentation
History-based segmentation
Behavioral segmentation
Behavioral Segmentation
Player Log
Login
Win Stg 1 Get Golds
Invite Friends
Buy Item
Use Item
Watch Ads
Fail Stg 2
Retry Stg 2
Win Stg 2
Visit Store
Purchase
Behavioral Segmentation
Demographic segmentation
No meaningful insights
Analyzes what players do
Monetization segmentation
Neglects 98%
Analyzes every player
History-based segmentation
Not sufficient purchasing histories
Uses behavioral data
Behavioral segmentation
Behavioral Segmentation
Image: The Verge
Behavioral Segmentation
Not in
Game Ops
Behavioral Segmentation in Game Ops
Sam
Behavioral Segmentation in Game Ops
Sam
Underdog Lover
Foot Soldier
Behavioral Segmentation in Game Ops
Sam
Underdog Lover
Foot Soldier Make Foot Soldier Stronger
Behavioral Segmentation in Game Ops
Sam
Underdog Lover
Foot Soldier Make Foot Soldier Stronger
Stronger
Character
Behavioral Segmentation in Game Ops
Dave
PvP from the Beginning
Behavioral Segmentation in Game Ops
Dave
PvP from the Beginning
VS
Behavioral Segmentation in Game Ops
Dave
PvP from the Beginning
VSLOSE
LOSE
LOSE
WIN
Behavioral Segmentation in Game Ops
Dave
PvP from the Beginning
VSLOSE
LOSE
LOSE
WIN
Behavioral Segmentation in Game Ops
Dave
PvP from the Beginning
VSLOSE
LOSE
LOSE
WIN
Too much data
Behavioral Segmentation in Game Ops
Dave
PvP from the Beginning
VSLOSE
LOSE
LOSE
WIN
Automate
the process
Behavioral Segmentation in Game Ops
You Install SDK Check Dashboard
AI Logging Segmentation Dashboard Personalised CRM
- Event logging
- Metrics
setting
- 28 Personas
by playing style
-Drawing and
organizing
insights
-Creating and sending
strategies and item
offers.
Behavioral Segmentation in Game Ops
Behavioral Segmentation in Game Ops
Notable Personas
Behavioral Segmentation in Game Ops
When players leave
Behavioral Segmentation in Game Ops
What players buy
Behavioral Segmentation in Game Ops
Sam
Underdog Lover
Foot Soldier Make Foot Soldier Stronger
Stronger
Character
Behavioral Segmentation in Game Ops
Sam
Underdog Lover
Behavioral Segmentation in Game Ops
MMORPG|Studio A
D10 Retention increased
by 13%
In-app purchase
increased by 8%
Engagement increased
by 45%
conversion rate increased
by 94%
Idle Game|Studio B
D4 Retention increased
by 88.5%
Lifetime days increased
by 36.1%
D6 Retention increased
by 79.5%
Behavioral Segmentation in Game Ops
Demographic segmentation
No meaningful insights
Analyzes what players do
Monetization segmentation
Neglects 98%
Analyzes every player
History-based segmentation
Not sufficient purchasing histories
Uses behavioral data
Behavioral segmentation
Behavioral Segmentation in Game Ops
You Install SDK Check Dashboard
AI Logging Segmentation Dashboard Personalised CRM
- Event logging
- Metrics
setting
- 28 Personas
by playing style
-Drawing and
organizing
insights
-Creating and sending
strategies and item
offers.
Thank you.
contact@tentuplay.io
www.tentuplay.io

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Does Personalisation Exist in the Game Industry? The Need for a New Segmentation