Post on 31-Mar-2015
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: Nick@DatGenetics.com