Big data analytics plays a role for many industries, but its presence in the online gaming sphere is one that has been extremely evident.
Businesses within this market have used the technology to try and enhance the gaming experiences that they provide their players as a necessity. The industry features an ever-changing landscape due to the demands that gamers have, and developers need to be on top of them at all times if they are to remain competitive.
Collecting data through this method of technology allows them to identify what is working and what isn’t, as well as obtaining a detailed overview of aspects like player numbers, playing times, behaviors and trends that are being experienced during each session.
How is big data analytics being used in online gaming?
As glossed over, big data analytics has its beneficial uses across various different factors across online gaming. Its ability to analyze huge sets of data in an instant and provide a detailed insight about what is happening in seconds to those who run the technology allows game developers and creators the opportunity to really hone in on their releases and make sure they offer the very best product possible.
If there are areas that need improvement, these can be identified and worked on immediately. At the same time, things that are working can be doubled down on and potentially become even better while using the same features that made them a success in the first place.
Player behavior is analyzed
Perhaps one of the biggest benefits of using big data analysis in online gaming is the fact that it can help to analyze player behaviors. By doing this, certain preferences and trends can be spotted, which can help to create a more personalized experience. The iGaming industry has been a big adopter of trying to make their services more personalized, from the bonuses and promotions they offer to the online slots, as they look to use the patterns that players have shown to ensure they provide the best possible playing sessions.
While patterns and trends can be identified, big data analysis can also help developers to identify other aspects. They can work out things like when their games are at their most popular, or when they are perhaps not as popular as they would hope it would be. They can then use the data to try and encourage new players to join when it’s less busy, or provide incentives to get others to play at a different time. Additionally, they can use the data to determine if they need a new server or improvements to their infrastructure because of the number of players playing at any one time.
Game customization can be improved through big data analytics
Big data analytics can help enhance the overall game product and make it more appealing for players. Developers can collect the data about what people are saying (if there is an online communication feature), and use that to try and help make improvements to the game that may benefit it in the long run. These improvements could be the key to unlocking future success, or even retaining the player base.
Game customization can come in various forms, and can even relate to the UX that is offered. Big data analysis can be used to determine whether the layout of certain features or if the way the game is played is user-friendly. If responses come back that improvements are needed, they can use the big data to work out where the main areas of concern are and then implement the required changes. It can even relate to the difficulty of the levels that may be included, helping players where they need it by altering the challenge where necessary.
Improving appeal and security
With big data analytics being multi-faceted, it can help developers in many guises, including in terms of marketing and security aspects. In terms of marketing, they can target the types of players they want to market to, as they are able to create personalized ad campaigns. These are more likely to carry weight with those who see them, thus potentially leading to a higher success rate in terms of conversion.
Security measures can be improved that can make the gameplay much better, as the technology can be used to identify possible fraud attempts or hacks. Big data can identify unusual patterns that may indicate cheating or see where there are potential threats that need to be dealt with immediately.
The future of big data in online gaming
As technology continues to develop and progress, it’s clear that there is a bright future ahead for big data analytics and online gaming. Artificial Intelligence continues to improve as it learns and can be used to personalize gameplay experiences further, as well as identify the most sophisticated cyberattacks that may be carried out.
Developers can use the technology to make their games better and safer, which will likely only attract and encourage newer players to give the game a go, too.
