Transcript GDC 2005 - DataGenetics

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]