How GamesAnalytics helps make better, more profitable games

The power of real-time data

... this is the ideal time for a data mining company like GamesAnalytics.

The Scottish outfit has just officially launched itself, with a mission to use real-time data analysis to improve the quality of games, as well as boosting monetisation.

Its CEO is Chris Wright, who in a previous life worked for many years as head of development at mobile publisher I-play.

Pocket Gamer: Can you explain about the background of GamesAnalytics?

Chris Wright: GamesAnalytics grew out of a belief that the industry is changing. It's moving from a product-based industry where we expect players to pay a high upfront cost, to a service industry where we provide players with a games service, which they pay for as they play either through subscription, freemium or micro payments.

It was started by two industry veterans - me from games and Mark Robinson from data mining - to bring these two industries together and make the games industry better at providing a service and understanding it's users.

... Can you explain how your system works in terms of the data it requires?

Games collect lots of data, every click of the mouse or touch of the screen can be recorded. This data allows the game to keep track of what players are doing and keeps online games in sync so everyone is playing within the same world. This data can be used to help understand what is going on, how players are playing and what parts of the game make money.

Our technology tracks the way each individual plays the game - people who are really enjoying the game; people that are getting stuck or frustrated; those that are spending and not spending money.

By analysing the data, our technology can predict (for example) which players are most likely to buy a specific item, spend money or become frustrated. Different people play games in different ways, by taking this approach we are able to personalise the game to each player and maximize revenue.

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