Online Games Analyst Launches

In the UK, game industry specialist Chris Wright has launched a company helping online game publishers with data mining and monetisation. Services include real-time behavioural analytics, predictive modelling and individual targeted in-game marketing.

The services of Edinburgh-based GamesAnalytics are designed to increase the number of paying players, and player retention. Its team of analysts use a range of statistical techniques to analyse client data, quantify the impact of current gameplay, and calculate the possible revenue increases.

The firm's game design consultants are included in the process so as to maximise ways of increasing revenue through gameplay as well as marketing. Bespoke data mining is used to understand how players interact with the game and find what is stopping them from spending more money. Techniques like predictive analysis then help to identify key player behaviour patterns and potential revenue opportunities.

Wright was formerly European Director of Production and Publishing at I-Play, and set up Games Consultancy Ltd, which provided operational and strategic consultancy to major publishers.

'Companies need to quickly understand and effectively respond to the massive amounts of player information they are gathering,' Wright explains. 'Our services unlock the true value of player data and maximize revenue for games companies by providing state-of-the-art real-time behavior analytics and predictive modelling to deliver individually targeted in-game marketing.'

Wright is supported by CFO and founding shareholder Tim Christian, whose game industry career spans 20 years including working as MD at Accolade Europe, and running Microprose and Hasbro Interactive.

Web site: www.gamesanalytics.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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