Behavioral Analytics for Social Gaming

social gaming blogWhether it’s on the bus, train, plane or even at work, social games are being played everywhere. They have grown and changed in terms of their overall popularity in the market and this is only the beginning. The number of consumers of video games and now social games has grown from 200 million to over 2 billion consumers worldwide. The best example would be Zynga, a household name in the world of social games which has over 250 million monthly players and not to mention is worth between $5-10 billion. So let’s face it the market share and possible profits aren’t too bad.

How did this all happen?
Video games have always been popular, but even I remember getting bored of my Nintendo 64 Mario Cart at some point. Most retailers hoped that people like me would return to buy the latest version (I didn’t, and I’m sure a lot of others didn’t either..). So with the rise of network-based games, social media networks, and mobile devices today’s game play is more persistent, data is generated instantaneously and games can be played in bite-sized increments.

Where does Behavioral analytics come in?
There are lots of questions to be asked when analyzing data, why players start or continue a game? Why they face certain difficulties within a game? At what stage do users “in-app purchase” the most? and the list goes on and on.  So where does Behavioral analytics come in?

  • Behavioral analytics emphasizes the “Social Influence” aspect of social gaming. The power of social gaming has been that it is indeed just that – social. Social influence and power can be measured through Behavioral analytics in such a way that actions can then be taken to increase or encourage players to do or complete a particular action. This in turn leads to more clickthroughs, continual play, and an increase in paid play.
  • Behavioral analytics attracts new players from unlikely sources – and new business. Appealing to new markets or groups of players is essential to gaming industry stakeholders. Behavioral information can be collected and analyzed to ensure that these new parties convert to being regular or habitual players.
  • Player Retention is Key. More than ever, developing games is about trying new ideas, seeing how players react to them, and then changing or updating them as needed to help with a better and more enjoyable user experience. Based on findings from Behavioral analysis, game developers can directly increased player retention by implementing new features and shaping them according to the player’s reaction.

Using Behavioral analysis tools to gain and understand this information is vital in order to understand the players. CoolaData’s customers want to know why their users do the things they do. This is a more holistic approach to data analysis. Behavioral analytics allows CoolaData to correlate seemingly unrelated data points in order to identify errors and predict future trends for the way users behave within different applications.

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