Symposium for New Economic Models & Opportunities for Digital Games (NEMOG)
York, UK, 12th September
NEMOG is a great project running in the UK aiming to bring together the UK digital games industry closer to scientists and healthcare workers to unlock the potential for scientific and social benefits in digital games. It is this time hosted by the University of York´s fantastic Digital Creativity Labs. You can sign up for the NEMOG symposium on Eventbrite. I am will be giving a talk there (see below), but do not let that scare you away – the UK games scene is a very interesting community and there will be amble opportunity to engage with people across industry and academia.
To register, please sign up on Eventbrite.
Behavioral User Profiling: Maximizing the Value of User Data
The game industry is, just like any other technology-focused sector, faced with a deluge of data about users. Tracked across hardware platforms and online, behavioral data from users of games, apps and software in general is easy to collect, provides detailed views of the behavior of the users, and can be obtained at a massive scale.
However, behavioral data can be difficult to translate into results and subsequent action. Such data streams are typically volumous, have high variety (or dimensionality) and is almost always very volatile, i.e. have value only for a short time. The problems with volatile, volumous and varied behavioral data are notably challenging in digital games, where ultra-high frequency data are captured across hundreds of millions of players on a daily basis.
The pivot in the game industry towards mobile platforms and new business models in recent years, which today roughly covers 40% of the international market, has been associated with an acute need to take advantage of behavioral metrics. This has led to an incredibly rapid development in the analytics practices in games, which today is on par with sectors such as finance and health.
In order to deliver the user experience and ensure engagement in games, behavioral profiling and predictive modelling has emerged as ways of managing complex behavioral datastreams. Profiling users allow for a condensation and modeling of a complex behavioral space, and enables action to be taken towards meeting the needs of the users as made apparent via the profiles.
This availability of behavioral and attributional data is mirrored in many other sectors, including the health, finance and social sectors.
In this presentation, profiling as a tool for user behavior analysis, with an emphasis on game development, will be introduced and described, and an overview presented of different approaches and techniques, equally applicable in games-, health-, social-, financial- and other sectors.