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

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Does Personalisation Exist in the Game Industry? Not yet. We haven't implemented the right approach to understand our players. But with behavioral segmentation, you can analyze player's behaviors, learn different needs, and offer personalized services to improve LTV. If that is all automated with personalized LiveOps, it will be much easier.
PGConnects Helsinki 2020: https://www.youtube.com/watch?v=wkc9flddg2s

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

  1. 1. Does Personalisation Exist in the Industry? The Need for a New Segmentation
  2. 2. 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
  3. 3. Does Personalisation Exist in the Industry? The Need for a New Segmentation
  4. 4. Personalisation Giving what each player wants To maximize retention and revenue
  5. 5. Personalisation Images: Yadnesh Deshpande, The Verge
  6. 6. Segmentation Segmenting players into smaller groups To understand players’ diverse needs
  7. 7. Segmentation Demographic segmentation Monetization segmentation History-based segmentation Behavioral segmentation
  8. 8. Demographic Segmentation Based on age, gender, geography, etc.
  9. 9. 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
  10. 10. Demographic Segmentation “Demographics are NOT the primary drivers of segment differences.” “Demographics don’t determine game playing behavior.” Google Play, 2017
  11. 11. Demographic Segmentation “Demographics are NOT the primary drivers of segment differences.” “Demographics don’t determine game playing behavior.” Google Play, 2017
  12. 12. 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
  13. 13. Demographic Segmentation Go 2020
  14. 14. Segmentation Demographic segmentation Monetization segmentation History-based segmentation Behavioral segmentation
  15. 15. Monetization Segmentation Based on how much revenue players create
  16. 16. 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
  17. 17. Monetization Segmentation
  18. 18. Monetization Segmentation Shortens the Life of your Game
  19. 19. Monetization Segmentation The higher the conversion rate, the healthier the game. 30% 70%
  20. 20. Monetization Segmentation Retention Before Monetization Nicholas Lovell, 2013 Acquisition Retention Monetization
  21. 21. Monetization Segmentation Retention Before Monetization Game Analytics, 2012 8 days 12 days 18 days
  22. 22. Segmentation Demographic segmentation Monetization segmentation History-based segmentation Behavioral segmentation
  23. 23. History-based Segmentation Based on purchasing history
  24. 24. History-based Segmentation Images: Rejoiner, Eurogamer
  25. 25. History-based Segmentation Images: Rejoiner, Eurogamer Impossible
  26. 26. Segmentation Demographic segmentation Monetization segmentation History-based segmentation Behavioral segmentation
  27. 27. 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
  28. 28. 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
  29. 29. Behavioral Segmentation Image: The Verge
  30. 30. Behavioral Segmentation Not in Game Ops
  31. 31. Behavioral Segmentation in Game Ops Sam
  32. 32. Behavioral Segmentation in Game Ops Sam Underdog Lover Foot Soldier
  33. 33. Behavioral Segmentation in Game Ops Sam Underdog Lover Foot Soldier Make Foot Soldier Stronger
  34. 34. Behavioral Segmentation in Game Ops Sam Underdog Lover Foot Soldier Make Foot Soldier Stronger Stronger Character
  35. 35. Behavioral Segmentation in Game Ops Dave PvP from the Beginning
  36. 36. Behavioral Segmentation in Game Ops Dave PvP from the Beginning VS
  37. 37. Behavioral Segmentation in Game Ops Dave PvP from the Beginning VSLOSE LOSE LOSE WIN
  38. 38. Behavioral Segmentation in Game Ops Dave PvP from the Beginning VSLOSE LOSE LOSE WIN
  39. 39. Behavioral Segmentation in Game Ops Dave PvP from the Beginning VSLOSE LOSE LOSE WIN Too much data
  40. 40. Behavioral Segmentation in Game Ops Dave PvP from the Beginning VSLOSE LOSE LOSE WIN Automate the process
  41. 41. 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.
  42. 42. Behavioral Segmentation in Game Ops
  43. 43. Behavioral Segmentation in Game Ops Notable Personas
  44. 44. Behavioral Segmentation in Game Ops When players leave
  45. 45. Behavioral Segmentation in Game Ops What players buy
  46. 46. Behavioral Segmentation in Game Ops Sam Underdog Lover Foot Soldier Make Foot Soldier Stronger Stronger Character
  47. 47. Behavioral Segmentation in Game Ops Sam Underdog Lover
  48. 48. 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%
  49. 49. 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
  50. 50. 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.
  51. 51. Thank you. contact@tentuplay.io www.tentuplay.io

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