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How data impacts every team in game development (VB Live)

Presented by Snowflake

From gaming experience to ads, user acquisition, monetization and more, data is helping game development studios thrive in a market that is growing exponentially – but more competitive than ever. Join GamesBeat’s Dean Takahashi and others at this VB Live event to see what data can do for you and your game.

Register here for free.

Not so long ago, collecting player data for your game meant interviewing your audience. But now, mobile games, as well as current console and PC games, offer an extraordinary amount of objective data for game companies – from how players play and use the game to how they interact with others across platforms, devices, channels and more .

This data is critical to every facet of a modern game and every part of your business, says Daniel Myers, senior developer relations manager at Snowflake.

“There’s a lot more data that developers can collect and pull from,” Myers says. “Because of this, there are more ways to study how players play games, how they use the game, how they interact with others in the game to improve all these areas of the game. It is interesting to see how data is used by the different areas of the game industry, both by the players and by the game developers. “

For example, data is important to troubleshoot latency issues in a game. They can help you determine where to place servers geographically to reduce unnecessary latency. Multiplayer games, in particular, require extremely low latency and data can be used for “matchmaking” so players are paired in the same region, which improves the experience instead of having one player in North America and one in Europe, which leads to delays . You can also enhance the gaming experience by bringing together players with similar skills, which can be a complicated endeavor – and becomes even more complicated when it is a team-based game. But data can do that.

On the development and gaming experience side, data helps developers use A / B testing to make assumptions about and actually know what players want the game to be.

And of course, data is critical to growth and marketing. It will help you discover the target person of your players and in return get a higher return on ad spend by personalizing the right players with the right campaigns and matching them more intelligently. The data also shows which communities your players are connected to outside of your game.

“The game industry is viral in many ways,” says Myers. “Games naturally engage themselves organically with their communities. As a game developer, you want to promote this even more. Using data to improve this social aspect is important. “And data can be used to identify key areas of social interaction within the game and improve adoption of that game.

He goes on to talk about the cross experience between a game itself and the different ways that players can experience your game.

“Twitch is a good example,” he says. “You can be a Twitch streamer, but you can also experience this game as an observer of this Twitch stream. For example, how can you encourage your gameplay to be better seen on Twitch? “

As players move to online channels, their audience is growing, says Ganesh Subramanian, director of product marketing at Snowflake. A great gamer can have millions of people in his audience on his gaming platforms, and that means there is a deep pool of user data that offers great potential for both you and your partner.

“Game companies are essentially a media platform,” says Subramanian. “You have an engaged audience, and the more you can know who that audience is, based on comparison with third-party data to understand the demographics that you attract to different events, the better at embedding programmatically and in a targeted manner Ads based on your demographics and a higher advertising bonus from brands. “

Ultimately, you make a great game by improving the gaming experience, he says. The only way to do this is by collecting data, making sure what you are measuring is the right thing to identify success, and then analyzing how it correlates with other aspects of the game that you are develop.

“You have to have a holistic view,” says Myers. “As much data as possible about your game, about how the players play your game, to get a real feel for the north.”

Don’t miss this VB Live event to learn more about how data can help you develop the best game and most targeted advertising campaigns, and how to get a holistic view of your audience across all platforms.

Do not miss!

Register here for free.

Participants will learn how to:

  • Make better use of data to improve advertising and marketing effectiveness
  • Make data-driven decisions about optimization and personalization
  • Overcome challenges with legacy data stacks
  • Split data silos for a holistic view of the audience from a single source
  • Ensure privacy and security


  • Jayne Peressini, Senior Director, Mobile Marketing and Growth, Electronic Arts (EA)
  • Brian Sapp, SVP, User Acquisition Marketing & Ads, Jam City
  • Daniel Myers, Senior Developer Relations Manager, Snowflake
  • Dean Takahashi, Lead author, GamesBeat (moderator)

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