How to Harvest the Gold in your Game Sales Database Nick Berry, M.Eng, ARAeS, CIPP President, DataGenetics All logos and trademarks in this presentation.

How to Harvest the Gold in your Game Sales Database

Nick Berry, M.Eng, ARAeS, CIPP

President, DataGenetics

All logos and trademarks in this presentation are property of their respective owners.

Biography

1988 1994 2008 2010

Agenda

1) What is Social Gaming?

2) Why is it so popular?

3) How to find out more about download customers

4) Examples

What is a Social Game?“But they’re not social!”

“A game played on a Social Network”

So what is a game?

PP (After all, “Casual Games” are not casual either!)

Not Work!“Any non-obligatory activity that is performed for fun!”

A Social Game is …

… any non-obligatory activity that is performed, for fun, on

a Social Network.

Discoverability Accessibility

CamaraderieWhy are Social Games so Popular?

Facebook has exposed people to copious quantities of non-essential activities and

provided easy channels to announce participation in these entertainments to

others.

Players broadcast their indulgences, performances and achievements (both actively and passively).

In no more than a couple of clicks, exposed users can

be having fun, and jumping on the latest bandwagon of

distraction.

Whilst social could be considered a poor

adjective to describe games when many

games are solo activities, these

activities do earn it the moniker social because

they offer a shared experience. Albeit

asynchronously, all the people who have

enjoyed the same activity have been

down the same path.

Curiosity, Invitation, Peer Pressure,

Challenge.

What do you know about your existing

customers?

Social Game Developers have it “easy”

Age=18 Age=49 Age=23 Age=38

Age=27 Age=17 Age=58 Age=16

What do you know about your Deluxe Download customers?

Sales Database

Sales DateSales Value

Credit card NameCredit card Number

2/3/2001 $6.95

Nicholas Berry 3713 xxxx xxxx 9980

2/3/2001 $6.95

Nicholas Berry 3713 xxxx xxxx 9980

2/3/2001 $6.95

Nicholas Berry 3713 xxxx xxxx 9980

2/3/2001 $6.95

Nicholas Berry 3713 xxxx xxxx 9980

What’s in a name? (Gender)

NicholasJessicaTaylor

What about androgynous names?

US Social Security Administration

Database of all registered names in

USA since 1880complete with gender.

NAME Year FrequencyMary F 1967 25,320

Susan F 1967 22,259

Karen F 1967 21,544

Angela F 1967 19,537

Melissa F 1967 18,370

Patricia F 1967 17,745

Amy F 1967 16,130

Elizabeth F 1967 16,110

Christine F 1967 15,992

Laura F 1967 15,820

Julie F 1967 15,541

Cynthia F 1967 15,336

Donna F 1967 14,789

Tina F 1967 14,154

Deborah F 1967 14,004

History of Male Names

History of Female Names:

Scrabble™ Score

Creative spelling:

Z replacing SY replacing I

Izzabellah (33 points) instead of Issabella (11 points)

Kristyn (14 points) instead of Kristin (11 points)

Score Letters

1 A , E , I , O , U , L , N , R , S , T

2 D , G

3 B , C , M , P

4 F , H , V , W , Y

5 K

8 J , X

10 Q , Z

Trivia – Highest scoring name in the 86,987 distinct names in the SSA database is:Jazzmyne (scoring 38 points)

Returning to Androgynous names

2009 Data

Taylor over the years

Nobody lives forever

Males named Taylor who

are still alive

Females named Taylor

who are still alive

Number of male Taylors born in 2012 (still alive) +Number of male Taylors born in 2011 (still alive) +

Number of male … +Number of male Taylors born in 1940 (still alive) +

…

Male %

Female % Number of female Taylors born in 2012 (still alive) +Number of female Taylors born in 2011 (still alive) +

Number of female … +Number of female Taylors born in 1940 (still alive) +

…

Life (Death) tables

CDC/NCHS – Center for Disease Control and Prevention/National Center for Health Statistics

1901 Life Tables

Life (Death) Percentage chance of reaching a specified age.

39.1%

67.9%

82.4%

88.7%

92.1%

65

100%

0%

Perc

enta

ge C

hance

of

Reach

ing S

peci

fied A

ge Gender Differences

1930

Gender Differences – Age at Death

1980Age at Death (per 100,000)

Male Female

Multiply

Taylor

Probability density function

Who names their child “Ethel” these days?

Probability Density Functions

Facebook demographics

FaceBook Demographics

AGE

13

65+

FemaleMale

FaceBook Demographics

Many users of college

age

In USA large number of members over 65

Bejeweled

Jay Leno vs. Conan

Comparing Demographic “Genes”

38.41% correlation

80.89% correlation

Bejeweled Blitz Affinity

What are fans of glee on facebook interested in?

Sim

s

Pet S

ocie

ty

Tetris W

ii

Count

ry S

tory

Gui

tar H

ero

Supe

r Mar

io B

ros

Petv

ille

Doodl

e Ju

mp

Civiliza

tion

Zoo W

orld

Pillo

w Fig

ht

Wii Fit

Text

Twist

Cityvi

lle

Barn

Buddy

Settl

ers of

Cat

an

Vampi

re W

ars

Scra

bble

Wor

ld o

f War

craf

t

Texa

s Hol

dem

Pok

er

Mafi

a W

ars

Castle

Age

Farm

Tow

n

Mob

ster

s 2

- Ven

detta PS

3

War

stor

m

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Affinity for Games

Jers

ey

Sh

ore

Am

eri

can

Ido

l

MT

V

Sp

on

ge

Bo

b

Am

eri

cas

Ne

xt

To

p M

od

el

Sa

turd

ay

Nig

ht

Liv

e

Scr

ub

s

Ho

w I

me

t y

ou

r M

oth

er

Lost

Th

e O

ffice

He

roe

s

Fam

ily G

uy

Ug

ly B

ett

y

Dr

Wh

o

CS

I

Th

e B

ach

elo

r

Sim

pso

ns

De

spe

rate

Ho

use

wiv

es

NC

IS

Gh

ost

Wh

isp

ere

r

Se

x a

nd

th

e C

ity

My

thb

ust

ers

Big

Ba

ng

Th

eo

ry

Tw

o a

nd

a H

alf

Me

n

Cri

min

al M

ind

s

Co

lbe

rt

Law

an

d O

rde

r

Co

na

n o

Bri

en

Elle

n D

eg

en

ero

us

So

uth

Pa

rk

Jay

Le

no

Big

ge

st L

ose

r

Sta

r T

rek

Ma

rth

a S

tew

art

Me

diu

m

Op

rah

Win

fre

y S

ho

w

To

p G

ea

r

Ba

ttle

sta

r G

ala

ctic

a

Ho

wa

rd S

tern

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

TV Shows

Taylor Swift

Lady Gaga

Katy Perry

Britney Spears

Shakira Justin Bieber

Avril Lavigne

Rihanna Black Eyed Peas

Michael Jackson

Frank Sinatra

Red Hot Chili

Peppers

Elvis Barry Manilow

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Music

Pepsi

Coca

-...

Red B

ull

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Sta

rbuck

s

McD

onald

s

Taco

Bell

Dair

y Q

...

Dunkin

D...

Piz

za H

ut

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Convers

e

Pum

a

Nik

e

Reebok

Adid

as

Cro

cs

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Makeup

Fash

ion

Socc

er

Snow

board

ing

Skiing

Bakin

g

Joggin

g

Fish

ing

Yoga

Scu

ba D

ivin

g

Knit

ting

Mart

ial A

rts

Golf

NA

SC

AR

Gard

enin

g

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Hors

es

Cats

Dogs

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

iTunes

Tw

itte

r

Fours

q...

Invest

ing

Cig

ars

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Example #1

GreatPokerHandsTexas Hold’em Poker Strategy cards sold at retail.

GreatPokerHands sales Database

GreatPokerHands Age/Gender Profile

Children under 18 do not have credit cards

GreatPokerHand Sales Correlations

45.63%34.81%25.72%

Results:

Example CPC Prices:

Texas Holdem $1.73Golf (74.77%) $0.88

Texas Holdem $2.05 - $3.06Scuba Diving (65.93%) $0.79 - $1.16

NASCAR (65.56%) $0.41 - $0.56

White House Visitor Logs

Every visitor to White House recorded, but no gender or age information …

1.95 1.95 million

records available

The End

Slides available: DataGenetics.com/content.htmlEmail: [email protected]