Game Analytics—Business Impact, Methods and Tools

Author(s)
Rober Flunger, Andreas Mladenow, Christine Strauss
Abstract

The gaming business has developed into a prosperous digital business segment with exceptional business prospects during recent years and has evolved into a considerable economic sector. Hence, this contribution outlines the relevance and potential of game analytics in the context of gaming business. We identify and discuss crucial aspects of analytical and predictive models for free to play (F2P) business models. Based on a literature review we analyze several business issues where game analytics may provide major benefit. Besides identifying motivations for small and medium sized game developers to use game analytic tools, we furthermore introduce six studies, which discuss churn prediction models in F2P games, as well as four studies on prediction of customers’ lifetime value. Emphasis is laid on methods, metrics and tools in game analytics, such as player churn prediction and customer lifetime value (CLV) prediction, and their functionalities.

Organisation(s)
Department of Marketing and International Business
Pages
601-617
No. of pages
17
DOI
https://doi.org/10.1007/978-3-030-77916-0_19
Publication date
2022
Peer reviewed
Yes
Austrian Fields of Science 2012
502050 Business informatics, 502052 Business administration, 502054 Entrepreneurship, 502019 Marketing
Keywords
ASJC Scopus subject areas
Computer Science (miscellaneous), Control and Systems Engineering, Automotive Engineering, Social Sciences (miscellaneous), Economics, Econometrics and Finance (miscellaneous), Control and Optimization, Decision Sciences (miscellaneous)
Portal url
https://ucris.univie.ac.at/portal/en/publications/game-analyticsbusiness-impact-methods-and-tools(f15d6bcb-b374-4938-80a0-9cb4e7dadfa6).html