How is Business Intelligence Used in Gaming?

big data in gamingWith the growing popularity of the Internet, gaming companies are able to gather important business intelligence to make their games more profitable. Business analytics are used in virtually every industry, and the Internet is a natural source for this data as users log in daily to their various accounts and freely offer information.

The Role of Big Data in Video Games

Since the 1990s, business data gathering has acquired the nickname Big Data and has developed into a source of revenue on its own, with services such as Google Analytics offering dynamic data analysis of Web traffic. Big data is especially important in game design as video games continue to evolve into multi-player attractions that generate a great deal more data than other types of online activity. The popularity of role-playing games, social media games and, in Europe and Asia, online casinos presents opportunities and challenges for game companies to collect user data such as player preferences, playing habits, spending habits and skill level.

This information allows game designers and website owners to hone their services so that players spend more time playing their games and, ideally, bring new business to the website or app. Game analytics can be implemented in a number of ways, and most of the time, game designers use the programming pattern NoSQL to gather data as seamlessly as possible while the game is played. Depending on the type of game, data collection can slow down the frame rate and cause a noticeable lag, so the interruption needs to be minimized as much as possible. NoSQL data gathering stands for Not Only SQL, and it’s essentially a simplified standard for database storage that reduces time and space costs by doing away with the relational, tabular system.

Challenges and Opportunities

The challenge when using NoSQL is to be able to analyze the data, which can be collected in seemingly random and disorganized chunks. Programmers have to be a little clever when gathering and analyzing data so that game administrators have access to useful metrics. Business intelligence is useful to any business, but it’s particularly useful to online casinos that need to forecast player behavior and come up with bonus offers, free plays and other promotions to make the most profit possible while keeping players happy. Data analysis is used by software developers to make updates to their games so that players are given what they really want without the need for surveys or paid research.

When designing RPGs and social media games, the main focus is on player satisfaction, while online casinos need to think about player satisfaction as well as pricing optimization, game profitability and fraud prevention. Online multi-player games also use data analysis to boost profitability; for example, in-game purchases and add-ons can be optimized for profitability by looking at player metrics. Social media games also offer the opportunity for advertisers to collect data or for data to be sold to advertisers by the game owners. Usually, this data is related to general trends in user behavior, although individual ad-targeting can be managed through site cookies.

Data analytics is a rapidly growing industry, and online gamers are giving businesses and developers valuable information every time they log into their accounts. As long as there is a demand for online gaming, website administrators will be using business intelligence to streamline their operations.