Long gone are the days when most kids used to actively engage in physical games. With technology taking over every aspect of our lives, the gaming industry has also seen a major breakthrough. This era is more about online games, with an estimated 3.24 billion video gamers present around the globe as of 2021, according to Statista.
However, the greater the number of users, the more data there would be to process. This includes the users’ playing time, interaction time, quitting point, preferences, peaks of activity, and scores, among others. But worry not because big data and analytics present the opportunities to gain invaluable insights about user preference as well as streamline all these aspects of gaming.
Continue reading to learn more about the various use cases of data analytics in gaming and up your ROIs.
- Developing Game Content
Gaming is an entirely different world and an art in itself. A lot of meticulous work is involved, and a lot goes behind each aspect of gaming. From game design to game analytics, mechanics to glitches, and content production to expansion, the gaming world entails a number of traits.
Using big data streamlines these processes and guarantees an enhanced user experience and real-time simulation. Data-driven decision-making helps ensure the game is tailored to meet the expectations and preferences of the intended player base.
Moreover, for people interested in a career that harnesses the power of data in gaming, degree options such as an undergraduate degree in data science can prove beneficial. This specialized program equips students with a strong foundation in statistical analysis, programming, machine learning, and data visualization. These skills can contribute to the creation of visually stunning graphics, realistic simulations, and engaging gameplay mechanics.
Some examples of content generated using data-backed algorithms include new game levels, maps, quests, and new personalized characters. This is done by analyzing existing data and training algorithms to generate new content.
You can also utilize player analytics to gain insights into their preferences and choices and identify bottlenecks. By combining the artistry of game design with analytical prowess, developers can craft captivating gaming experiences elevating video gaming to a whole new level.
- Player Segmentation
The gaming industry is evolving rapidly, with thousands of new games released every year. In such a competitive landscape, utilizing data wisely and implementing user-engaging tactics is imperative.
Player segmentation is one way to do that, and it involves segmenting your users’ according to their demographics, playing behavior, and other relevant factors. Categorizing your users helps you comprehensively understand their preferences and personalize your marketing strategies, game features, and monetization models accordingly.
One example of player segmentation includes filtering out players into casual players, competitive gamers, or social enthusiasts and incorporating specific game mechanics, rewards, or community-oriented features for effective engagement. This segmentation helps create targeted experiences that resonate with different player groups, fostering overall satisfaction.
- Visual Effects and Graphics
Data can be fundamental to creating realistic animations, real-time simulations, and the overall game environment. It can be used in many ways throughout the production pipeline to enhance the realism of the game and lend a human touch. Some commonly used data-backed visual technologies include motion capture, performance capture, and asset creation.
Motion capture is used to give a lifelike look to virtual characters and capture subtle human motion nuances, such as facial expressions and human movements, which are usually difficult to imitate in virtual reality. This results in more authentic, natural-looking gaming characters.
Video games include several objects and 3D models. These are brought to life using 3D scanning and photogrammetry techniques. Asset creation is a 3D technique deployed for creating various assets in virtual reality.
It is more or less the same as motion capture, except it solely involves voice capture and facial expressions. This data is used to add human-like features and develop highly detailed and emotive performances.
- Personalized Marketing
Personalized marketing refers to targeted interaction and can be useful in attracting customers. Game manufacturers are increasingly attracting a wider audience base using personalized marketing.
Game developers and companies utilize data to gather information about a player’s in-game actions, ad views, clicks, and purchases and store it in a database.
They also use it to evaluate gaming analytics and define user preferences and likes. This information is then used to create personalized gaming experiences and ads for each player, which helps retain and attract new players.
- Fraud Detection
Technology is prone to several cybersecurity issues that often compromise its credibility. Hackers and malicious actors can also target online games if proper security measures are not implemented.
One such measure is the use of data analytics for fraud detection. Data can be used to train machine learning and AI algorithms for real-time detection of thefts and frauds and effective monitoring of suspicious activities.
Fraudsters can carry out deceit in many ways. For instance, players can try to cheat their way through games or even hack the system. They may also try to hide their real identity by eluding verification. Player verification is crucial to the safety of online games as it helps detect doubtful accounts and take prompt action.
Moreover, several games are restricted to a certain age group and must abide by player verification according to the law. Malicious actors also carry out identity thefts or make multiple IDs to have better chances of cheating and winning.
Another form of fraudulent activity is carried out during payment procedures and can result in huge losses and debts. Bots and stolen credit cards are commonly used for such activities.
Conclusion
Gaming is a growing field and hugely popular among kids and teens alike. However, with new games being rolled out daily, the competition has risen significantly. To stay relevant and attract players, companies have started utilizing big data in various aspects of gaming.
The gaming world is quite complex and entails using several visualization techniques and technologies such as AR, VR, machine learning, etc. Using data can effectively deploy these techniques and enhance the useability and virtual appeal of games. Moreover, targeted advertisement and protection against cyber security are important for effective functioning, and leveraging data can provide customers with higher satisfaction.