As the gaming industry continues to grow, it is no wonder that commentators see Big Data analytics as the perfect development tool in this progression. The phenomenal growth of gaming worldwide with an estimated two billion gamers creates a convenient data flow, which if managed correctly can drive user engagement to an even more intuitive experience. Looking at gaming in the USA it is incredible to think that it is bigger than the movie industry, which annually has a figure of $8 billion spent on ticketsales. Compare this with $20 billion in revenue for the gaming industry in the US and you begin to see the possibilities for Big Data in this scenario. The possibilities are immense, Big Data can be used to drive advertising in games and radically increase the player involvement and interaction with the game itself.
Game players online and offline are constantly leaving behind masses of data which if collected and managed correctly can lead to a more personal experience for the participant. Much like a personalised shopping experience on the likes of Amazon, where you are offered, what may appeal to you, as indicated by your previous shopping pattern, gaming can now provide this individual choice. It is possible using Big Data analytics to develop a marketing strategy built around the individual player or players. This will allow the Game Developers improve segmentation, optimisation and targeting of the different types of players they attract.
The gamer because of their data stream footprint, leave clues to what type of things appeal to them. All the Big Data now has to do, is create an appealing and bespoke collection of options for that player based on the information gathered. A marketing analytics framework can be built upon data received about players and used as an inducement for potential advertisers. Data is streaming from the moment we interact and play with a game, whether that be on social media, PSP, Xbox or on your Smartphone with a mobile App. Data gives the who, what, where, when, and how we play, and with whom. This allows game makers to selectively approach the players with a variety of offerings which may appeal to that individual. The advertising potential is obvious, but other enhanced options for playing may also be offered, maybe linked to the geographical location of the player or players.
The competitive among us may require little motivation but with the use of Big Data it is possible to provide real time feedback for all types of gaming scenarios allowing player improve, if they so desire.
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