Big Data Analytics for Video, Mobile, and Social Game Monetization By Kimbely Chulis Published july 17 2012 Presented by Ma Khin Nwe Oo, Ma Cing Gel Vung Game Industry Changes and Trends • The sheer size of the global game industry is staggering. • According to ABI Research, web-based games will be parallel to continued growth in video games played on the computer and to explosive growth in mobile games. • This translates into big opportunity for analytics providers. Game Analytics • Game developers are starting to adopt advanced analytics to support game development, product design, targeted marketing efforts, and in-game monetization. • Many of off-the-shelf products adequately provide the expected standard list of metrics for social games, including: • • • • • • • Daily active users (DAU) Monthly active users (MAU) A combined DAU/MAU ratio Engagement, which measures time spent playing a game K-factor, which is an infection rate of the core and casual player Average revenue per user (ARPU) Lifetime value (LTV) Game Monetization • Now there is more of a convergence of business monetization approaches between game types. • Video Game, social and mobile games make money (monetize) in a few ways. Video Game Pay-to-play is where players must pay a monthly subscription fee. Free-to-play usually involves an upfront software cost but no additional payments. Freemium allows players to access game content and play for free but offers options to pay for additional content and access. Social and mobile games Charge an initial purchase subscription fee Freemium model Use actual money or Facebook Credits to purchase in-game virtual goods In-game advertising Cont'd • Gamification is one of the hottest enterprise trends for 2012 • Use game mechanics and design to motivate people and drive specific behaviors • In a consumer behavior sense, it involves the introduction of game elements such as leaderboards, badges, trophies, points, virtual currency and credits • NoSQL technology is used to manage the rapidly changing data volume, sources as an input for analytics solutions.