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
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
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
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
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
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
40. Behavioral Segmentation in Game Ops
Dave
PvP from the Beginning
VSLOSE
LOSE
LOSE
WIN
Automate
the process
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.
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. 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. 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.