How to Harvest the Gold in your Game Sales Database Nick Berry,
How to Harvest the Gold in your Game Sales Database Nick Berry, M.Eng, ARAeS, CIPP President, DataGenetics All logos and trademarks in this presentation are property of their respective owners. Biography 1988 1994 2008 2010 Agenda 1) What is Social Gaming? 2) Why is it so popular? 3) How to find out more about download customers 4) Examples What is a Social Game? “But they’re not social!” (After all, “Casual Games” are not casual either!) P P “A game played on a Social Network” So what is a game? Not Work! “Any non-obligatory activity that is performed for fun!” A Social Game is … … any non-obligatory activity that is performed, for fun, on a Social Network. Players broadcast their indulgences, performances and achievements (both actively and passively). Facebook has exposed people to copious quantities of non-essential activities and provided easy channels to announce participation in these entertainments to others. Why are Social Games so Popular? In no more than a couple of clicks, exposed users can be having fun, and jumping on the latest bandwagon of distraction. Discoverability Curiosity, Invitation, Peer Pressure, Challenge. Accessibility Camaraderie Whilst social could be considered a poor adjective to describe games when many games are solo activities, these activities do earn it the moniker social because they offer a shared experience. Albeit asynchronously, all the people who have enjoyed the same activity have been down the same path. What do you know about your existing customers? Age=18 Age=49 Age=23 Age=38 Age=27 Age=17 Age=58 Age=16 Social Game Developers have it “easy” What do you know about your Deluxe Download customers? Sales Database Sales Date Sales Value Credit card Name Credit card Number 2/3/2001 2/3/2001 $6.95 2/3/2001 $6.95 2/3/2001 Nicholas Berry $6.95 Nicholas Berry $6.95 3713 xxxx xxxx 9980 Nicholas Berry 3713 xxxx xxxx 9980 Nicholas Berry 3713 xxxx xxxx 9980 3713 xxxx xxxx 9980 What’s in a name? (Gender) Taylor Jessica Nicholas What about androgynous names? US Social Security Administration NAME Database of all registered names in USA since 1880 complete with gender. Mary Susan Karen Angela Melissa Patricia Amy Elizabeth Christine Laura Julie Cynthia Donna Tina Deborah F F F F F F F F F F F F F F F Year Frequency 1967 1967 1967 1967 1967 1967 1967 1967 1967 1967 1967 1967 1967 1967 1967 25,320 22,259 21,544 19,537 18,370 17,745 16,130 16,110 15,992 15,820 15,541 15,336 14,789 14,154 14,004 History of Male Names History of Female Names: Scrabble™ Score Score Letters 1 A,E,I,O,U,L,N,R,S,T 2 D,G 3 B,C,M,P 4 F,H,V,W,Y 5 K 8 J,X 10 Q,Z Creative spelling: Izzabellah (33 points) instead of Issabella Kristyn (14 points) instead of Kristin Z replacing S Y replacing I (11 points) (11 points) Trivia – Highest scoring name in the 86,987 distinct names in the SSA database is: Jazzmyne (scoring 38 points) Returning to Androgynous names 2009 Data Taylor over the years Nobody lives forever Male % Female % Number of male Taylors born in 2012 (still alive) Number of male Taylors born in 2011 (still alive) Number of male … Number of male Taylors born in 1940 (still alive) + + + + … Number of female Taylors born in 2012 (still alive) Number of female Taylors born in 2011 (still alive) Number of female … Number of female Taylors born in 1940 (still alive) + + + + … Males named Taylor who are still alive Females named Taylor who are still alive Life (Death) tables 1901 Life Tables CDC/NCHS – Center for Disease Control and Prevention/National Center for Health Statistics Life (Death) Percentage chance of reaching a specified age. 65 92.1% 88.7% 82.4% 67.9% 39.1% Percentage Chance of Reaching Specified Age 100% 0% Gender Differences Gender Differences – Age at Death Male 1930 Female Age at Death (per 100,000) 1980 Multiply Taylor Probability density function Who names their child “Ethel” these days? Probability Density Functions Facebook demographics 13 Male AGE 65+ FaceBook Demographics Female Many users of college age In USA large number of members over 65 FaceBook Demographics Jay Leno vs. Conan 38.41% correlation Comparing Demographic “Genes” 80.89% correlation Bejeweled Blitz Affinity What are fans of glee on facebook interested in? Sims 0% Cafe World Mahjong Dimensions Warstorm Xbox 360 PS3 Bejeweled Blitz Mobsters 2 - Vendetta Island Paradise Farm Town Halo Castle Age Chess Mafia Wars Jigsaw Puzzles Texas Holdem Poker Fish World World of Warcraft Treasure Isle Scrabble Farmville Vampire Wars Collapse! Settlers of Catan 90% Barn Buddy Mind Jolt Games Cityville Happy Island TextTwist Yoville Wii Fit Millionaire City Pillow Fight Roller Coaster Kingdom Zoo World Pokemon Civilization Fishville Doodle Jump Sorority Life Petville Rock Band Super Mario Bros Restaurant City Guitar Hero Happy Aquarium Country Story Nintendo DS Wii Uno Tetris Happy Pets Pet Society Monopoly 100% Affinity for Games 80% 70% 60% 50% 40% 30% 20% 10% 0% Howard Stern Battlestar Galactica Top Gear Oprah Winfrey Show Medium Martha Stewart Star Trek Biggest Loser Jay Leno South Park 80% Ellen Degenerous 90% Conan oBrien Law and Order Colbert Criminal Minds Two and a Half Men Big Bang Theory Mythbusters Sex and the City Ghost Whisperer NCIS Desperate Housewives Simpsons The Bachelor CSI Dr Who Ugly Betty Family Guy Heroes The Office Lost How I met your Mother Scrubs Saturday Night Live Americas Next Top Model SpongeBob MTV American Idol Jersey Shore 100% TV Shows 70% 60% 50% 40% 30% 20% 10% 100% Music 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Taylor Swift Lady Gaga Katy Perry Britney Spears Shakira Justin Bieber Avril Rihanna Lavigne Black Eyed Peas Michael Frank Red Hot Jackson Sinatra Chili Peppers Elvis Barry Manilow 80% 80% 80% 70% 70% 70% 60% 60% 60% 50% 50% 50% 40% 40% 40% 30% 30% 30% 20% 20% 20% 10% 10% 10% 0% 0% 0% Crocs 90% Adidas 90% Reebok 90% Nike 100% Puma 100% Converse Pizza Hut Dunkin Donuts Dairy Queen Taco Bell McDonalds Starbucks Red Bull Coca-Cola Pepsi 100% 100% 100% 90% 90% 90% 80% 80% 80% 70% 70% 70% 60% 60% 60% 50% 50% 50% 40% 40% 40% 30% 30% 30% 20% 20% 20% 10% 10% 10% 0% 0% 0% Cigars Investing Foursquare Twitter iTunes Dogs Cats Horses Gardening NASCAR Golf Martial Arts Knitting Scuba Diving Yoga Fishing Jogging Baking Skiing Snowboarding Soccer Fashion Makeup 100% Example #1 GreatPokerHands Texas Hold’em Poker Strategy cards sold at retail. GreatPokerHands sales Database GreatPokerHands Age/Gender Profile Children under 18 do not have credit cards 45.63% 34.81% 25.72% GreatPokerHand Sales Correlations Results: Example CPC Prices: Texas Holdem $1.73 Golf (74.77%) $0.88 Texas Holdem $2.05 - $3.06 Scuba Diving (65.93%) $0.79 - $1.16 NASCAR (65.56%) $0.41 - $0.56 White House Visitor Logs Every visitor to White House recorded, but no gender or age information … 1.95 million 1.95 records available The End Slides available: DataGenetics.com/content.html Email: [email protected]
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