How to Harvest the Gold in your Game Sales DatabaseNick Berry, M.Eng, ARAeS, CIPP

President, DataGeneticsAll logos and trademarks in this presentation are property of their respective owners.

Biography

1988 1994 2008 2010

Agenda1) 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 DatabaseSales Date

Sales ValueCredit card Name

Credit 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 25,320Susan F 1967 22,259Karen F 1967 21,544Angela F 1967 19,537Melissa F 1967 18,370Patricia F 1967 17,745

Amy F 1967 16,130Elizabeth F 1967 16,110Christine F 1967 15,992

Laura F 1967 15,820Julie F 1967 15,541

Cynthia F 1967 15,336Donna F 1967 14,789Tina F 1967 14,154

Deborah F 1967 14,004

History of Male Names

History of Female Names:

Scrabble™ ScoreCreative spelling:

Z replacing SY replacing I

Izzabellah (33 points) instead of Issabella (11 points)

Kristyn (14 points) instead of Kristin (11 points)

Score Letters1 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

hanc

e of

Rea

chin

g Sp

ecifi

ed 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?

http://en.wikipedia.org/wiki/File:Glee_title_card.svg

Sims

Pet S

ociet

yTe

tris Wii

Countr

y Stor

y

Guitar

Hero

Supe

r Mari

o Bros

Petvi

lle

Doodle

Jump

Civiliza

tion

Zoo W

orld

Pillow

Fight

Wii Fit

TextT

wist

Cityvil

le

Barn Bud

dy

Settle

rs of

Catan

Vampir

e Wars

Scrab

ble

World o

f Warc

raft

Texa

s Hold

em Po

ker

Mafia W

ars

Castle

Age

Farm

Town

Mobste

rs 2 -

Vende

tta PS3

Warstorm

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100% Affinity for Games

Jers

ey S

hore

Amer

ican

Idol

MTV

Spon

geBo

bAm

eric

as N

ext T

op M

odel

Satu

rday

Nig

ht L

ive

Scru

bsHo

w I m

et y

our M

othe

rLo

stTh

e Offi

ceHe

roes

Fam

ily G

uyUg

ly B

etty

Dr W

ho CSI

The

Bach

elor

Sim

pson

sDe

sper

ate

Hous

ewiv

esNC

ISGh

ost W

hisp

erer

Sex

and

the

City

Myth

bust

ers

Big

Bang

The

ory

Two

and

a Ha

lf M

enCr

imin

al M

inds

Colb

ert

Law

and

Ord

erCo

nan

oBrie

nEl

len

Dege

nero

usSo

uth

Park

Jay

Leno

Bigg

est L

oser

Star

Tre

kMa

rtha

Stew

art

Medi

umOp

rah

Win

frey

Sho

wTo

p Ge

arBa

ttles

tar G

alac

tica

How

ard

Ster

n

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

Peps

i

Coca

-...

Red

Bull

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Star

buck

s

McDo

nald

s

Taco

Bel

l

Dairy

Q...

Dunk

in D

...

Pizz

a Hu

t0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Conv

erse

Pum

a

Nike

Reeb

ok

Adid

as

Croc

s

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Make

up

Fash

ion

Socc

er

Snow

boar

ding

Skiin

g

Baki

ng

Jogg

ing

Fishi

ng

Yoga

Scub

a Di

ving

Knitt

ing

Marti

al A

rts Golf

NASC

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%

iTun

es

Twitt

er

Four

sq...

Inve

stin

g

Ciga

rs

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 - $1.16NASCAR (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