Accenture-Strategy-Future-of-Analytics-in-Devices-and-Gaming

Future state of analytics
in devices and gaming

Table of Contents
The value of harnessing analytics 3
Your first goal—understand the world of gaming 4
The power of meeting gamers where they are 5
Understanding the building blocks of analytics 6
The importance of knowing your gamers 8
Demystifying the motivation of the gamer 10
Wooing social influencers 12
The importance of data—both historical and predictive 15
Earning the triple-a rating with analytics 17
The stakes are high—are you in? 19

3 | Future state of analytics in devices and gaming
With advanced analytics
capabilities, content
creators and platform
providers can guide
content decisions,
increase customer
engagement, improve
customer profiling, and
revolutionize customer
support.
The value of harnessing analytics
It’s game on with the right analytics
Deliver personalized and relevant content to each and every gamer. Know how a
customer becomes a fan. The right analytics capabilities, and a platform capable of
unlocking the power of data and enabling personalization features, make this—and
much more—possible.
With advanced analytics capabilities and multi-dimensional understanding of the
customer, content creators and platform providers can guide content decisions,
increase customer engagement, and revolutionize customer support. Platform
providers with these capabilities are transformed into value architects for both
developers and customers, leveraging in-device analytics to analyze customer
behavior across all forms of media to make targeted product recommendations.
Innovation in profiling and segmenting an increasingly diverse consumer base
results in pinpoint accuracy of targeted messaging.
The gaming industry is massive, quickly passing film and TV. This is a huge market,
with much to be learned about the rationales and behaviors of its gaming base.
At the center of this understanding is analytics—and the future of analytics in the
gaming world has never been more exciting.

Your first goal—
understand the world of gaming
There are five important tenets key to gaining a better understanding of
the world of gaming.
Games Are Everywhere
Mobile and social games have brought gaming to the masses and opened up new
analytics channels for gaming companies. Your opportunity? Strengthen your
analytics muscle to generate actionable customer insights. Use these insights
to create long-term value for the customer by enhancing and customizing their
experience on the platform.
Behavioral or Attitudinal Data Is Not Enough
In order to understand the “why” behind customer behavior, it is critical to
understand perceptions, attitudes and behaviors of customers. Connecting gaming
behaviors with self-stated perceptions is a critical and necessary capability to
develop a holistic understanding of the user base.
Social Influencers Do the Work for You
Fans are the most vocal and passionate force that can create viral growth
opportunities through social influence. It is critical for companies to recognize
social influencers and fans early enough to engage with them and cultivate deep
reciprocal relationships. Businesses should consider how best to empower fans with
tools and material to share their passion with friends and family.
Customer Lifetime Value (CLV) Is More Important Than Revenue
Building the business around maximizing CLV rather than revenue is critical to the
long term success and profitability of games companies; it builds loyalty and brings
value to customers. Accurately measuring and tracking CLV is critical to measuring
success in marketing and base management.
Analytics in Optimizing Business
With a huge selection of cheap and often free games, services and content,
there is a constant pressure to retain customers. Sound data-driven techniques
and robust analytical models are necessary to deliver value to customers while
remaining profitable and competitive in this dynamic industry.
Analytics is a key differentiator that can generate actionable insights and deliver
long-term value for the customers and the business in each of these dimensions.
Encourage loyalty by
building the business
to maximize Customer
Lifetime Value rather
than revenue.

The power of meeting gamers
where they are
The gaming experience is more immersive, involving multiple devices and
connecting gamers across multiple media channels. As a result, the gamer
base is more mainstream than ever, and there is more data available to
understand this group of customers.
Four out of five of your neighbors are gamers
The gaming industry — including software, hardware, and accessories — has grown
at a rate of nearly 11% year over year since 2002, and is on pace to surpass $100B
in the next 12 months1
. Within the US market, 4 out of every 5 households possess
at least one device used to play video games2
.
Gamers connect via multiple devices
80% of gamers reported playing video games on more than one device type
(console, PC, and mobile)3
. Connecting gaming across devices brings more
immersive and rich experiences to gamers, and increases the number of available
data points.
Xbox’s Gears of War can be played on Windows 10 PC or Xbox. The gamer can
buy it once on either device and then own it / play it on both. Friends will be
able to play between Xbox and PC in cooperative modes. Achievements and
voice/text chat are cross-device. Xbox has announced that moving forward,
most games will have cross-device support via Windows 10 and Xbox Live.
Single vs multi-device gaming
14%
12%
19%
55%
Multi-Device Split
Mobile &
Console
Mobile
& PC
PC &
Console
All
Devices
Multi-Device
80%
Single Device
20%
Source: Accenture 2016
80%of US households
have a device for
playing games
Connecting gaming
across devices brings
more immersive and rich
experiences to gamers,
and increases the
number of available
data points.

Understanding the building blocks
of analytics
Companies seeking proficiency in analytics require a number of basic
building blocks. These building blocks help companies make informed
market decisions and realize more value from their customers.
Data inputs—Successful data-driven gaming companies cast a wide net in
capturing data from a variety of sources. Gather data by engaging customers
directly, tracking in-device and in-game behaviors, and mining social media and
third-party sites for relevant information that is helpful in building intelligence.
Providing data privacy and security will ensure you can gather more data from
these sources.
Customer Base Management Framework
The analytic building blocks of instrumenting and
increasing customer lifetime value.
Data Inputs
User Level Data
Device Telemetry
Survey Data
Social Data
Base Management
(Engagement & CI)
Platform Capabilities
Instrumentation PIT Tracking Developer Analytics
Recommendation
& Social Engines
Virality / Network Analysis
Customer Life Cycle
Attitudinal + Behavioral
Social Listening
Fan Identification
Predictive Analysis
Personalization
Customer Lifetime Value
Realize
Value
Inform Your
Decisions
Business Optimization
Cost Management
Inventory Management
Forecasting
Campaign Effectiveness
Cost of Customer Acquisition
Marketing Mix
Customer Support

A variety of analytics-
driven customer
engagement models help
smaller developers better
understand, manage,
and engage with their
customer base.
Customer engagement & intelligence—A variety of analytics-driven customer
engagement models are at your disposal. These models help you better understand,
manage, and engage with your customer base. Driven by analytics, you can
segment your customers in different ways, based on a variety of dimensions.
Staying informed about your customer base means you will better target users’
products/services and create a personalized, delightful experience for your
customers.
Business optimization—While companies can gather limitless data and segment
their customers in dozens of ways, a business-focused analytics toolset is required
to realize the actual value of this knowledge. How can you use data effectively to
maximize the lifetime value of your customers? By managing costs and inventory
based on informed sales forecasts, tracking the effectiveness of marketing
campaigns, accurately gauging the cost of customer acquisition, and optimizing
marketing ROI.
Platform capabilities—Certain analytics-driven capabilities will feed into stronger
customer intelligence and more effective customer engagement. The key is using
the right instruments to conduct point-in-time tracking and capture a holistic view
of device telemetry and customer behavior. Monitor what customers are doing
anywhere inside of a platform; you’ll be able to directly impact the value you can
offer them by making targeted content recommendations. This type of information
can be useful to developers seeking to better understand how customers interact
with their games. Platform providers who provide these types of analytics to
content creators as a service will elevate their brand.
Customer lifetime value (CLV)—CLV quantifies the relationship (both present and
future) a business has with a specific customer by helping companies predict the
total net profit a particular customer will bring them. CLV becomes the primary
metric by which analytics are measured—how to maximize the lifetime value of
your customers by providing them the right content, messages, and support at
critical junctures in their journey.
Use case
Steam provides content creators
with detailed breakdowns of sales
by geography, date and time, as
well as recommendations on pricing
strategies for different markets. This
provides a real benefit to smaller
developers who do not have the
resources or expertise to properly
segment and target.

No gender dominates
the gaming world—
46%
of gamers are female
The importance of knowing your gamers
An even gender playing field in gaming
As the industry continues to grow explosively, there are more gamers playing
than ever before. This large customer base is diversifying rapidly, and traditional
segmentations no longer capture a deep enough view of the gamer. No gender
dominates the gaming world; 46% of gamers are women4
.
Video games, once considered a secondary form of entertainment, are rapidly
capturing the largest share of leisure time.
32%of female gamers
plan to play more
on their console
Only 12%
will play less
Multi-dimensional customer model
Purchasing patterns
Subscription renewal rate
Average session length
Genre preferences
Age In-game behavior
Social interactions
Support requests
Device played on
Gender

At the platform level,
providers can track
behaviors as users
play games, use other
platform apps, and link
to social media activity.
Using multiple dimensions to profile your gamers
The video game consumer base continues to diversify as it grows, creating
new challenges for game companies. In order to profile these customers more
appropriately, companies need to take a multi-dimensional approach to segmenting
and understanding their customers.
A wealth of data beyond demographic information is now available. Using
analytics, platform providers can track things like purchasing and usage behaviors,
social interactions with other players, the types of games they play, and the
average session lengths of those games. Different devices can yield additional
behavioral information that strengthen customer understanding and discover
device limitations. Attitudes and perceptions can be captured from third party
sites and social channels. Customer support logs can be analyzed to identify
patterns in behavior.
Thinking about customers in this way will help companies identify valuable
patterns and think about customers in unique ways. Do gamers that call support
spend more? Do high and low engagement patterns congregate in certain genres?
Gathering user data will help companies find the answers to compelling business
questions like these.
Using analytics to capture this kind of data, game companies can engage with their
customers on a highly personal level and accelerate insights to actions.
Historical data (aggregated + diagnostic)
At the platform level, providers can track behaviors as users play games, use other
platform apps, and link to social media activity. Being able to quickly analyze
these different pieces of information helps companies figure out how engaged
these users are across the platform and what the best approach to increasing (or
sustaining) that engagement might be.
Much of this depends on where in the lifecycle that customer sits. For example, if
a customer is new to Xbox, Microsoft will engage that customer frequently, guiding
them through the platform and suggesting pieces of content that may interest or
delight. Microsoft can then track that user and refine its recommendations and
marketing campaigns based on what the user plays. Understanding franchise or
genre loyalty, for example, is an effective way to think about users, and create
opportunities for cross-selling similar content. For example, bundling Halo 5 and
Gears of War can reach shooter loyalists and platform loyalists—those who engage
most deeply with Xbox exclusives.
Art of the possible
Playtime does not accurately capture
engagement. Consider users’:
• friend count
• frequency of friend addition
• average party size
• chat usage
• forum activity
• bug reporting
• time-to-purchase after
product release
• community commendations
• community reports

Demystifying the motivation of the gamer
What motivates a gamer? Understand this or it’s game over.
Uncovering what drives gamer behavior is the payoff for combining behavioral
data with attitudinal insights. These insights tap into the emotional relationship a
gamer has with products and provides a more comprehensive understanding of the
pleasure/pain points a customer experiences.
What delights them and evokes positive emotions? What troubles them and sours
their gaming experience? Pinpointing these data points, the content creator can
tweak design and play style to create a more emotionally compelling game. This
type of data can be gathered not just from in-game prompts, but by asking gamers
themselves (through surveys) and mining the social media sites in which they
participate.
Combining behavioral analytics with attitudinal information helps platform
providers identify pain points in a game or platform that contribute to churn. The
combination also creates a more complete customer profile, enabling companies
to better identify high-risk user groups (e.g. customers who complain frequently in
forums, or express interest in competing products).
Art of the possible
Ubisoft collected attitudinal data in
their game Assassins Creed: Black
Flag by asking after every mission
for users to rate it on a 1-5 star
scale. This real time data guided
future downloadable content
development and also identified
weak design areas of the game that
the team could improve.

Guided by a set of specific business objectives, Xbox utilizes an extensive survey
system to add an attitudinal layer of understanding to their behavioral analysis
of customers. Connecting these two layers addresses the challenge of separating
market noise from the actual feelings of your customer base. Xbox used this
approach when exploring Kinect bundling with the Xbox One. By combining
behavioral information about usage with attitudinal data gathered from their base,
they were able to identify the needs of their core audience and respond with new
unbundled products.
Knowing how the most valuable customers felt also guided decisions around Xbox
Live Gold app policies. By analyzing behavior and attitudinal data Xbox found
they could create more customer value by making entertainment apps like Netflix
and Hulu available to all Xbox Live accounts. They went even further and added
additional benefits to Gold that they saw gamers asking for: Games with Gold, free
games given every month to subscribers, Discounts with Gold, discounts in the
game store offered to Gold subscribers.
Copyright © 2016 Accenture Microsoft. All rights reserved. Confidential Information. 16
Attitudinal Behavioral Analysis Framework
In order to generate insights, modular systems need to
connect behavioral and attitudinal data.
Unlock the “why”
behind behavior
Business
Questions
Objectives
Examples:
• Purchase
reasons and
blockers
• Churn reasons
• Product
features
• Key marketing
programs
• New buyers
Attitudinal
Data
Behavioral
Data
Combined
behavioral +
attitudinal profiles
Strategic
Business
Insights
Survey Design
Execution
Systems
Design
Attitudinal
Analysis
Data Gathering
Behavioral
Analysis
Feedback /
Optimization
Feedback /
Optimization
Sources: Microsoft materials, Accenture analysis
Attitudinal + behavioral framework

A social influencer, with
many online friends and
a longstanding pattern
of moderate to heavy
game consumption,
can serve as a gateway
to a larger number of
untapped customers.
Wooing social influencers
The role of the social influencers is huge. The video game industry is
largely community-driven, and word of mouth carries heavy weight.
Social influencers—who they are
Platform providers can leverage customer data to identify their most engaged and
influential users. These influential customers are known as social influencers. A
social influencer is often a high value customer—a dedicated fan with many online
friends and a longstanding pattern of moderate to heavy game consumption,
and can serve as a gateway to a larger number of untapped customers. Platform
providers can identify these social influencers over time, measure their behavior,
use this data to attract more social influencers and use their influence to grow the
overall customer base.
Microsoft’s Xbox division has created a social influencer index model that helps to
identify these customers based on 5 key attributes and behavior-based proxies.
These attributes are linked to the behavior-based proxies that platform providers
can track, measure, and quantify. Using these proxies, Xbox can identify and
prioritize their customers based on social influence. These customers can then be
provided incentives (such as game discounts or free multiplayer subscriptions) to
tap into their social networks and conduct viral marketing campaigns on games
and features they like. Doing so creates a symbiotic relationship, wherein customers
are given value in the form of special offers, and businesses are given value in the
form of greater market penetration.
Activists Connected Impact Active Minds Trendsetters
Influencers get
involved with
communities
Influencers have
large social
networks
Influencers are
looked up to
and are trusted
by others
Influencers have
multiple and
diverse interests
Influencers tend
to be early
adopters in
markets
High level of
gaming
involvement
• # of active friends (1st 2nd degree)
• Relative adoption
• # of multiplayer sessions
• Multiplayer initiation
• # of consoles played
Breadth of
media usage
• New titles
• New apps
• Music video
Key Attributes
Behavior-based Proxies
Gaming Social Media Early Adoption
Activists Connected Impact Active Minds Trendsetters
Influencers get
involved with
communities
Influencers have
large social
networks
Influencers are
looked up to
and are trusted
by others
Influencers have
multiple and
diverse interests
Influencers tend
to be early
adopters in
markets
High level of
gaming
involvement
• # of active friends (1st 2nd degree)
• Relative adoption
• # of multiplayer sessions
• Multiplayer initiation
• # of consoles played
Breadth of
media usage
• New titles
• New apps
• Music video
Key Attributes
Behavior-based Proxies
Gaming Social Media Early Adoption
5 Key attributes
Behavior-based proxies

Enthusiastic fan bases
bring more customers to
the platform.
When this usage data is combined with attitudinal data, Xbox is able to identify
another (perhaps more) valuable customer segment—fans. Fans are social
influencers (high usage, high social activity) who have declared an affinity for the
Xbox and demonstrated continual loyalty over competitor products. If Xbox can
properly identify their fans, they can not only reward them, but study their origin
stories to better understand the path that leads to becoming a fan. This, in turn,
can help Xbox broaden these paths and engage users with fan-building in mind.
Fans beget fans
Enthusiastic fan bases bring more customers to the platform. The extra data
companies can gather from this growing customer base allows them to build and
refine personalization algorithms. These algorithms lead to personalized and unique
engagement with each user. Users who are personally engaged in this way are
more likely to stay loyal to the platform. This in turn increases the number of fans
which amplifies the effect and starts the cycle all over again.
Proactively providing customers what they need is how winning companies turn
customers into fans.
Engagement
Vocal
Fans
Base
Growth
Product
Enhancement
Current Base Loyalty
Social
Listening
Share their
experience
Fan dimensions
Fans
Behaviors
• Usage frequency
and duration
• Spend (high value)
• Broad engagement
• Tenure
• Social activity
Attitudes
• Declaration of
affiliation
• Loyalty vs competition
• Recommendation,
advocacy, willingness
to promote
• Social expression
of commitment

eSports—gamers, not just games, have fans
Competitive gaming is on the rise in a major way, with a 2012-2017 (expected)
CAGR of 20% for audience growth5
. Twitch and other video streaming sites have
spurred this growth by bringing viewers, players, and commentators together
globally. In August 2015, Valve Software held the largest eSports tournament in
history for its game Dota 2 with a prize pool over $18 million. The final stage of
the tournament sold out Seattle’s KeyArena within 10 seconds of going on sale.
Clearly, as these numbers exemplify, the gaming industry is experiencing a rapid
rise in audience popularity. This rising popularity creates more opportunity for
companies to expand their brand presence in the minds, and sometimes homes,
of these spectators.
Social influencers have an impact on bottom line
When Skate3 took YouTube by storm in 2014, sales jumped 30%. The power of
social listening and awareness of the gaming community enabled such a viral
marketing event. While it is hard to predict the spread or timing of virality, by
attuning to streaming and video chatter, companies can identify these swells of
popularity early and position themselves to amplify the effects. Analytic systems
can also recognize unexpected usage patterns and notify the team.
27
million
Number of viewers for
League of Legends’
Legends Championship
Series Finals
in 2014
Contrast with 22.5 million
for the NBA finals
Case study
Four years after the release, Skate3
was featured on YouTube streamer
PewDiePie’s page. The game’s sales
jumped 30% to the top seller charts
and Electronic Arts reprinted the game
to keep pace with demand.
Streaming resurrected game sales
Units sold YouTube search volume
Sources: Market for Computer Video Games, Eurogamer, Google, Accenture analysis
600,000
500,000
400,000
300,000
200,000
100,000
0
2010 2011 2012 2013 2014 2015
YouTube
SEARCH
SEARCH
VOLUME
UNIT
SALES
UNIT
SALES
70
60
50
40
30
20
10
0

Use case
Netflix used analytics to guide
their creation of House of Cards
by combining three data insights.
Movies directed by David Fincher,
movies starring Kevin Spacey, and
the British show House of Cards
were all popular with the same set
of viewers. Netflix green-lit a show
combining these three preferences
and the Emmy Award-winning hit
was born.
Art of the possible
CLV models can identify where value
tends to congregate.
• Is it around particular franchises?
• Geographic locations?
• Socioeconomic factors?
This all rolls back up to guide
marketing and sales efforts.
The importance of data—
both historical and predictive
Because CLV is a lifetime metric, it needs to incorporate historical and predictive
data. With platform providers, CLV attributes dollar values to past and future
customer behavior. CLV also captures the value that platform providers supply to
the customer. Historical data captures money that has been spent within or related
to platform providers, and predictive data utilizes usage/behavior attributes from
the base management framework to determine how much a user is likely to spend
in the future.
Aside from digital purchases, historical sales are attributed at the console level.
Because multiple users may share one console, this makes it easier to accurately
track how much money has been spent. Though some attributes, like purchase of
accessories, cannot be perfectly attached to a single console, business rules and
telemetry data help platform providers create a ‘best guess.’
Furthermore, because consoles and games sometimes sell at discounts, platform
and hardware providers should track margin, not revenue, when calculating these
historical figures.
Once the gross margin is locked in, it can be built into the predictive half of the
CLV. Here, historical information gets combined with behavioral data customer
intelligence in order to ensure the accuracy of the projection model. A feedback
loop then constantly back tests the model against new historical data to ensure it
is working properly.
Understanding value at the user level vs. the device level
Another consideration when creating the CLV is at what level the value should
be attributed (e.g. at the user vs. the device level). Tracking per user is generally
easiest because customer events are linked to user accounts. However, user
accounts do not paint the complete picture. A user might have multiple accounts
or a family might all share a single account and behavioral data from any one of
these will be incomplete. Likewise, tracking on a per device basis isn’t perfectly
accurate either. Multiple users will be on the same device and their data may
be blended together, friends borrow consoles, and hardware is sold and traded.
Ultimately, in order to build an accurate picture of the individual user, analytics
teams need to blend these measures. To do so accurately requires a complex and
constantly evolving algorithmic process.

Before any gaming
company can be
analytics-led, it needs
to be able to capture
(and collect) the right
data on which to
perform analysis.
Instrumentation—You can only analyze
the data that you can capture; so it’s
important to design the data capture
mechanism early in development. In
order to ensure the right data is being
instrumented into the game content
(or platform), product engineers and
analytic teams must work together in
early phases of development. The events
captured need to be both powerful and
open to change.
Big data—Deeper instrumentation leads
to more events being captured, which
compounds an already growing data
management and storage challenge.
Building systems to capture, cook, and
interpret hundreds of user event types
and trillions of data points is a complex
engineering problem that requires
massive computing capability.
Latency—Analytic teams need to
focus on reducing the time from data
input to business action. Automation
and internal systems like the Base
Management Framework helps groups
cut down on latency. Systems need
to be built with the goal to create
immediate value. Iteration and
improvement can happen after they are
up and running. Real-time optimization
and machine learning help gaming
companies remain nimble.
Data fidelity—Users may choose to
opt out of certain data gathering
systems or there may be gaps in data
caused by legacy systems. There is an
organizational responsibility to share
data effectively without hindering other
groups and avoiding data silos.
Customer trust—Companies should
build customer trust by sharing the
uses of data and making the benefits
clear; customers who know the value of
their information are happier to share.
Happier customers are more likely to
opt-in to future programs, increasing
the data reach of analytics teams.
Gaining insights by capturing the right data
Before any gaming company can be analytics-led, it needs to be able to capture
and collect the right data on which to perform analysis. Gaming companies face
numerous challenges with regard to capturing this data and leveraging the full
value of the insights it generates.

Earning the triple-A rating with analytics
Predicting campaign response, churn, sales, and inventory are all vital to
business success. With the advent of advanced predictive analytics, big
data management solutions and machine learning, business processes like
forecasting are more accurate now than ever before.
The value of analytics
Microsoft’s Xbox marketing team uses analytics engines to scan pre-launch
consumer perceptions in order to forecast sales successfully. Weekly panels
capture consumer awareness and attitude towards announced, but not yet released
products. One to two months prior to launch, metadata components such as the
genre of the title, online playability, seasonality, and the age of the Xbox console at
release are incorporated into the model. The additional data improves forecasting
accuracy. For example, rather than simply comparing the new game with past titles
in the franchise, analytic teams can cross-reference non-franchised games with
similar design features.
Marketing Tactics
• TV
• Digital
• Social
• Promotions
• Media
Events
Short-term Impact
Drives
Volume
Brand Equity
Extends
Brand
Long-term Impact
Drives
Profitability
Baseline Sales
Incremental Sales
1st
Stage
3rd
Stage
2nd
Stage
Marketing ROI

Aside from forecasting,
analytics impacts
every facet of business
operations.
Cost management—Dynamic models
allow advanced scenario testing to
identify problem areas in marketing
and other business processes. For
large marketing campaigns, dig into
the cost components and find where
your efforts run into cost issues. In
support, identify the common causes
of problems and proactively set up
solutions for customers.
Marketing mix—Attributing customer
response to different marketing
campaigns means the marketing mix
can constantly be updated and refined
to focus on the most effective areas.
How should your business allocate
marketing budgets to social media?
Print media? Coverage on popular
game sites? Where do dollars best
communicate with your customers?
Using the rich data sources available,
analytics can bring insight from the
noise.
Inventory management—Build
systems that connect social sentiment
and customer behavior to the sales
and inventory management teams.
Predictive models of behavior have a
direct impact on inventory management
and costs organization wide.
Forecasting—Based on current levels of
customer awareness and chatter about
an upcoming product, analytics can
decipher the expected unit sales (to a
range, not a point estimate). Knowing
this guides decisions about how much
marketing boost to give a product to
reach sales targets. Market forecasting
also can be used to guide future
business investments.
Campaign effectiveness—Accurately
segmenting customers based on
predicted campaign response rates
allows companies to strategically target
marketing. This reduces spend on non-
responsive customers and increases
marketing ROI. Campaign effectiveness
models help close the knowledge gap
about which marketing campaign
resulted in what behavior.
Cost of customer acquisition—Use
knowledge about acquisition costs
to inform marketing decisions that
maximize ROI. This cost should be
balanced against the total lifetime value
of the customer. Occasionally accepting
a large customer acquisition cost will
lead to positive results in the future.
Customer support—Build support
systems that proactively anticipate
customers support needs and provide
answers, reducing business costs.
Turn customer support from a cost
center into a value add by focusing on
customer needs and value.
Aside from forecasting, analytics impacts every facet of business operations.
Conducting capacity planning more efficiently, pushing migration onto new
platforms/products, and rebalancing your marketing mix for sustained growth can
all be informed and driven by analytics.

The stakes are high—are you in?
Advanced analytics capabilities enable content creators and platform providers
to guide content decisions, increase customer engagement, improve customer
profiling, and revolutionize customer support. Platform providers with these
capabilities become value architects for both developers and customers, leveraging
in-device analytics to examine customer behavior across all forms of media to
make targeted product recommendations.
As the data captured about customers increases in volume, velocity and density,
analytics capabilities will rapidly evolve to keep up.
Analytics will continue to grow in importance as a core capability in guiding
value creation at all points of the customer journey. In short, the time to get your
analytics right is right now.
Learn your gamer audience, apply a multi-dimensional approach to profiling
gamers, target your social influencers, and build long-term relationships with
your gamers. Then plan for the payoff—the effort-to-payoff ratio will make you
glad you did.
Stronger
relationships
• Learn how to persuade the
customer who plays games
primarily on a console to also
be engaged on other platforms
• Introduce customers who
have a primary genre to new
experiences they will love
Longer
relationships
• Harness analytics to increase
customer loyalty, reduce
churn, and keep customers
coming back for more
• Convert passive customers to
social influencers
Louder
relationships
• Utilize analytics to identify
and push those levers that
encourage fan creation
• Identify the most vocal
customers and help them
communicate the company’s
products and designs to the
outside world
The table stakes are rising and the future belongs to game companies that are able to build:

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Join the conversation
@AccentureStrat
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Authors
Nitin Gautam
GM, Consumer Data Analytics, Microsoft
Ashok Savasere
Director at Microsoft
Christian J. Kelly
Accenture Strategy Managing Director
christian.j.kelly@accenture.com
Justine Jequinto
Accenture Strategy
justine.jequinto@accenture.com
Contributors
Dylan Hoffman
Accenture Strategy
dylan.r.hoffman@accenture.com
Isaac Sundsted
Accenture Strategy
isaac.sundsted@accenture.com
References
1
NewZoo 2016 Global Games Market Report.
2
Entertainment Software Association 2016 Essential Facts.
3
Accenture LLP, Gaming Consumer Usage Behavior Study, 2016.
4
Accenture LLP, Gaming Consumer Usage Behavior Study, 2016.
5
Newzoo, “Report: eSports revenues to hit $465m in 2017,”
Gamesindustry.biz, 17 Feb 2015. [Online]. Available: http://www.
gamesindustry.biz/articles/2015-02-17-report-esports-revenues-
to-hit-usd465m-in-2017.

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