Idiro Analytics - Social Network Analysis for Online Gaming

1. Social network analysisSocial network analysis
for Online gamingfor Online gaming
Using social network analysis in online gaming

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How Idiro can help gaming companiesHow Idiro can help gaming companies
Idiro are specialists in social network analysis (SNA) and advanced analytics.
SNA can be used to detect social communities and to predict the future behaviour of individuals
within these communities.
Using Idiro’s advanced SNA data mining and predictive modelling tools, online gaming
companies can:
1. Increase revenue per player by increasing sales of
virtual goods
2. Reduce player defection
3. Identify cross-sell / up-sell opportunities

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Marketing challenges facing online gamingMarketing challenges facing online gaming
companies?companies?
Idiro can help.
Our advanced Idiro SNA Plus platform has been specifically designed to help companies analyse,
understand and benefit from the data they have on their customers.

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What can Idiro do?What can Idiro do?
Idiro can apply social network analysis algorithms to your in-game social
data. With this, we can:
 Predict defection: With our advanced SNA capabilities we can predict which of
your gamers are most likely to reduce or stop gaming, so that you can target
them with retention offers
 Segmentation: We can create a community segmentation of the customer base
enabling you to create more targeted marketing campaigns
 Cross-sell & Up-sell: We can identify which of your gamers are most
susceptible to purchase value-added services, e.g. expansion packs.
 Acquisition: In order to increase game uptake, we can stimulate new gamers to
become more deeply involved through social activity. Also increase the
conversion of non paying gamers to paying gamers.
 Key gamers identification: We can identify game players with high levels of
influence to spread messages/ game information throughout their community or
to other consumers (viral marketing).

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How Idiro use SNA in online gamingHow Idiro use SNA in online gaming
Defect
Pressure
Defector
Defector
Defector
Models addressing Acquisition &
Retention
Every week players will leave an online
gaming company’s platform. Using SNA, Idiro
can identify those subscribers who are most at
risk to be influenced by their friends to defect
from the game. Those identified can be
offered retention incentives appropriate to the
game.
Some players have more influence than
others. If a player with high influence leaves,
they are more likely to influence friends to
follow their lead. Idiro can identify players
with “high churn influence”. Those identified
should be targeted with loyalty offers.
Fig. 1 Gaming Social Community
Fig. 1 Gaming Social Community.
Represents in-game links, such as 1 to 1 messaging; group chat;
transferring of assets/ help; neighbours etc.
Illustrates influence of others when friends/ links/ neighbours
churn/ disengage with the game. Remaining players are under
influence to follow suit.

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Understanding gamers relationships is keyUnderstanding gamers relationships is key
Research has shown the following:
1. The majority of gamers play games with
personal (real world) friends.
2. The number one factor influencing game
selection is through word of mouth from a friend/
colleague/ relative.
This can help gaming companies as enables them to:
a)Protect your influential players who can cause mass defection if they switch
to your competitor(s)
b)Identify players to whom you can sell new products & services

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Social gamers relationshipsSocial gamers relationships
Source: ISG PopCap social gaming research, 2010
 Top 5 categories that social
gamers play social games with.
 62% of social gamers play games
with personal (real world) friends.
 Top 5 factors influencing social
game selection.
 60% of gamers believe the
number one factor influencing game
selection/ play is recommendations
from personal (real world) friends.

8. Turning gaming data into knowledgeTurning gaming data into knowledge
We take large amounts of structured and disparate sourced data e.g
1. Clean it 2. Build data marts &
analytical models
3. Interrogate &
deliver business
intelligence
Using your data we can help you better understand your business and predict what
will happen in the future.
(a) Player usage data
(b)Player community
(c) Billing info (if available)
(d)Player Communication data

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Example of Idiro’s approach to communityExample of Idiro’s approach to community
segmentationsegmentation
Player social community & mapping
Idiro can analyse data on all aspects of the player,
including location, gender, age to login/ logout,
minutes played, in game activity, purchases etc. to
build up an overall picture and deeper
understanding of a players gaming experience &
behaviour.
Player segmentation can be interesting. As players
come from varying different socio-economic
backgrounds, their wants & needs from the game
can be vastly different. Accurately segmenting
gaming communities by individual player activity
and community metrics/ attributes enables gaming
companies to offer marketing and retention
campaigns targeted at specific player segments.
Fig. 4 Age Group UUA for January 2012
Fig. 4 Age Group UUA Jan 2012
Graph illustrates each age group category and their
UUA for the month of January.

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Idiro added services - general analyticsIdiro added services - general analytics
 Using advanced analytics, Idiro can provide game
enhancement/timing suggestions. We can identify specific
“glitches” or times throughout a game, where significant
disengagement/ defection exists, so that game designers/
developers can use this analysis to improve the
functionality of the game design. It could be that players
are confused; the level is too difficult; the need to purchase
is presented too quickly; which can result in players
disengaging.
 We can identify “gold farmers” and their networks/
communities. And provide identification of bots too.
 We can provide Funnel Analysis, tracking a player from the
moment they register, all game activity up until their first
purchase. There is not always a financial outlay at game
start, players have less impetus to keep playing.
Understanding their actions through the game to their first
purchase is key to lowering defection or disengagement for
future customers.
Fig. 5 Gold farming in China
Chinese workers slaying monsters
to earn gold for western consumers,
work 10-hour shifts to help players
gain levels, and wealth in online role
playing games.

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ROI case study: European companyROI case study: European company
400% increased uptake in acquisition campaign
Annual ROI over €7.5M from use of Idiro SNA Plus
Business Goal: To acquire new
customer’s, using existing
customer’s social connections.
Process: Idiro provided an
acquisition target list, directly
actionable within the acquisition
campaign.
Result: 400% increased
uptake in acquisition campaign.

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To conclude…To conclude…
 Advanced analytics (including Social Network Analysis) can deliver real and significant
value to gaming companies.
 Our expert understanding and experience of data collection, analysis, modelling &
segmentation can change your vast amounts of data into actionable insightful
competitive advantage.
 We can increase ROI and revenue generation with more appropriate targeted marketing
campaigns, increasing purchasing and player satisfaction.
 A customer says …….
“When searching for a partner in SNA we required a unique combination of analytical skills and ability
to take the concept into full operational deployment. After reviewing people operating in this space,
we felt that only Idiro offered that unique combination, and over the past year they have proven time
and again our faith in them in both aspects.”
Mr. John Belchamber, Head of CRM Capability,
Telefónica O2 UK.

13. THANK YOUTHANK YOU
Using social network analysis in online gaming
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