Innovations in the field of data analytics have significantly impacted the gaming industry. New methods of collecting, analyzing, and interpreting user data, primarily contained within big data, have changed how online gaming operators develop, market, revise, and present their games. Among all the changes experienced, one primary benefit of data analytics is an enhanced player experience. This article looks at how technologies like big data are making this possible.
What Is Big Data?
Online gamers produce more than 50 terabytes of data every day. Also known as super data, big data refers to the processes, technologies, and strategies used to collect, manage, and analyze such large pockets of data for decision making. The data collected in big data can be structured or unstructured and is so massive in volume and varied in type that advanced systems are required to handle it.
These advanced intelligent systems help identify key data points, trends, and risk areas. For instance, in the healthcare sector, big data helps healthcare institutions identify risk factors and at-risk populations for certain serious illnesses – information that helps them manage the risks and improve outcomes. Data analytics sees the same applications in different industries.
In gaming, big data is used to monitor, track, and analyze gamer data. The intelligent systems in this industry gather information from user reports, in-app tasks, user interactions, gaming sessions, sentiment analysis data, and more. Simply put, every keystroke a gamer makes while online is collected and used to study their user behavior.
This information helps game providers and developers make important decisions, as we will see. On review sites, for instance, it can be used to rank popular casinos based on the amount of time users spend on the site, the safety features available to users, the percentage of games players actually play on the site in relation to the total number of games available, and more. Such analysis can produce a ranking such as the best casinos according to Gamble Online Australia and other reliable reviews.
How Is Data Analytics Used in Gaming?
But analyzing large pockets of data is about more than creating game reviews. Big data analytics can also help developers understand gamer needs and complaints. It can tell a developer or gaming provider what gamers like or don’t like about their game. Armed with this information, the developer can work to improve the players’ experience. Here is a closer look at some use cases of this:
- Consumer Satisfaction Assessment
Game developers and publishers are like any other business. Their success depends on how consumers are reacting to their product. If gamers find a game’s storyline uninspired or its characters boring, they are unlikely to come back to a franchise. They are also likely to leave bad reviews and advise other gamers to avoid the game. This ultimately harms the publisher’s bottom line. It is why game developers often work with analysts. Through big data analytics, these experts can identify possible points of failure in a game based on user profiles, consumer behavior, and demographic data points. They can then provide pointers to help the developers model the game to meet consumer needs. For already released games, this analysis can help produce better, more engaging sequels.
- Enhanced UI/UX
UI designers have recently taken to using AI to streamline and hasten the design process. Data analytics can make an excellent addition to this formula by providing real-time feedback about consumer tastes and preferences. Through predictive analysis, game analysis can determine what futuristic trends and needs gamers might enjoy in a new interface. Data reviews can also show what UI design elements tend to disrupt the gaming experience for players. And by designing interfaces based on user data, developers can make their games more engaging and immersive for players.
- Targeted Advertising
Ads can be a nuisance, especially when they are not targeted. If a gamer is playing online, seeing ads of products or services in which they are not interested can ruin their gaming experience. Gaming analytics produces user-specific profiles that gauge how specific gamers react to specific ads. This information is gathered from the number of clicked-on ads, the number of “I do not wish to see this” requests, and the number of ad-driven purchases a gamer makes online. With this data at hand, developers can target their ads so gamers only see ads they are interested in – further improving their experience.
- Fair Play
Finally, data analytics can help gaming providers detect cheating in video games. It can pinpoint weaknesses in the gameplay that some players are exploiting to get ahead in the game. Once notified of this, game providers can take measures to counteract cheating and help ensure fair play. Gamers are more likely to enjoy a game when they believe they have a fair shot of winning.
Wrapping Up: Leveraging Data Analytics
Data insights and analytics have become central to meeting the ever-changing needs and preferences of the modern gamer. Every time there is a political, social, or technological change, gamers tend to shift their perspectives about certain game elements. For instance, during the me-too movement, many players became keenly aware of some misogynistic portrayals of female characters, prompting game developers to make corrections. Recent concerns about the environment and green energy have also influenced gamer behavior. Through data analytics, developers can keep track of all these data points and what they say about their audience, so they can continually produce the best gaming experiences.