Roman Semiokhin is a philanthropist and business leader with a wealth of experience and specialist knowledge of the gaming industry. This article will look at the increased implementation of analytics in gaming and how gaming companies leverage data to drive success.
Today’s mobile gaming landscape is fiercely competitive. From the developer’s perspective, simply producing an entertaining game is no longer enough. To succeed, developers need to get to grips with their player base, gauging intricate nuances, an endeavour that relies heavily on data analytics.
In terms of retaining and attracting customers, optimising player experiences is crucial. Players who enjoy a smooth and engaging experience are more likely to continue playing, make in-app purchases and recommend the game to their friends. Data analytics helps developers to identify areas they can improve, enabling them to pique the attention of players for longer.
Navigational data is increasingly being used in the production of video games, facilitating the development of ultra-realistic racetracks in car racing simulators. Although lidar technology is commonly associated with geospatial surveys and autonomous vehicle navigation, in reality, it is used in all manner of applications, including the development of video games.
Dronezone is a company that specialises in building and hiring out professional unmanned aerial vehicles (UAVs). Equipped with Velodyne VLP-16 lidar sensors, Dronezone’s UAV payloads are sold and rented to customers for use in a variety of different projects. For example, one customer used a payload to survey an aging railway bridge, checking for deterioration and weaknesses over time. In addition to geospatial mapping projects, Dronezone is increasingly catering for other niche applications.
Partnering with Kunos Simulazioni, the video-game developer behind the Assetto Corsa racing simulator, Dronezone surveyed the Transylvania Motor Ring Racetrack, creating an accurate representation of the track’s contours. Utilising Boresight Calibration in OxTS Georeferences, Dronezone surveyed the track right down to the finest detail for integration in the Assetto Corsa simulator.
Data analytics enables developers to delve deeper into player preferences and behaviour, analysing how they interact with a game and discerning which features are the most popular (and which may require refinement). Insights gleaned help developers to see whether players are dropping off at a particular level, as well as enabling them to deduce which features players enjoy most, providing insights that can be invaluable.
In a constantly evolving, fast-paced industry like gaming, predictive analytics helps game developers to stay ahead of the curve, enabling them to identify emerging patterns and trends before they become mainstream. This foresight can culminate in a significant competitive advantage, enabling game developers to tailor their offerings to capitalise on untapped demand.
A variety of different types of specialised analytics are used in the mobile gaming industry. These include:
- Behavioural analytics, providing insights into how players interact with a game by examining metrics like game actions, level progression and common exit points
- Performance analytics, focusing on technical aspects to ensure a game runs smoothly across different devices
- Monetisation analytics, providing insights into the efficiency of monetisation strategies, helping developers to understand which channels generate the most profits
Although the mobile gaming industry started its rise a long time ago, the sector has advanced at a dizzying pace in recent years. Today’s mobile game development companies benefit from access to a plethora of different customer data, leveraging it for advanced analytics and data-driven strategies.
Gameplay analytics and user data inform game developers, enabling them to tailor user experiences and ensure sustained success. Rather than focusing purely on creating games, today’s game developers invest in learning all about players, deducing their preferences and behaviours. Armed with real-world data, they can adapt gameplay to make it more appealing for both existing and potential customers.
