social genetics: demographics and affinities of gamers · hours of games/day ©2010 nick berry,...

©2010 Nick Berry, DataGenetics

Social Genetics:

Demographics and

Affinities of Gamers

All logos and trademarks in this presentation are property of their respective owners.

President

[email protected]

M.Eng, ARAeS, CIPP

http://www.google.com/imgres?imgurl=http://strongpitch.com/wp-content/uploads/2009/11/Gamehouse1.png&imgrefurl=http://strongpitch.com/2009/11/29/gamehouse-funpass-play-900-games-free-with-funpass/&usg=__dGXMPfkVYxsqZQhEVZG-aNVaBKA=&h=256&w=256&sz=69&hl=en&start=9&um=1&itbs=1&tbnid=DZfPsj8JQuS-yM:&tbnh=111&tbnw=111&prev=/images?q=gamehouse&um=1&hl=en&sa=N&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GGLL_en&tbs=isch:1


Special Thanks


Data Mining:

Traditional Portals


What do I do ?


Analysis

SQL Database

Scraper Application

<HTML> Game

population …

Web Browser


The Results

http://go.microsoft.com/fwlink/?LinkId=186189

http://go.microsoft.com/fwlink/?LinkId=186191


Example: First Class Solitaire™

24 hours

http://www.pogo.com/


Badges: First Class Solitaire™

1 month

Hours of games/day



History of Casual Gaming

0

50000

100000

150000

200000

250000

300000

350000

400000

450000

De

c-9

8

Ma

r-9

9

Jun

-99

Se

p-9

9

De

c-9

9

Ma

r-0

0

Jun

-00

Se

p-0

0

De

c-0

0

Ma

r-0

1

Jun

-01

Se

p-0

1

De

c-0

1

Ma

r-0

2

Jun

-02

Se

p-0

2

De

c-0

2

Ma

r-0

3

Jun

-03

Se

p-0

3

De

c-0

3

Ma

r-0

4

Jun

-04

Se

p-0

4

De

c-0

4

Ma

r-0

5

Jun

-05

Se

p-0

5

De

c-0

5

Ma

r-0

6

Jun

-06

Se

p-0

6

De

c-0

6

Ma

r-0

7

Jun

-07

Se

p-0

7

De

c-0

7

Ma

r-0

8

Jun

-08

Se

p-0

8

De

c-0

8

Ma

r-0

9

Jun

-09

Se

p-0

9

De

c-0

9

Ma

r-1

0

Peak Population

Data courtesy of



0 1 5.5 12

50

100

350

0

100

200

300

400

500

600

700

800

2003 2004 2005 2006 2007 2008 2009 2010

Year end registered users (MM)

?

July

http://www.facebook.com/photo_search.php?oid=167266103810&view=user


Basic FaceBook scraping


FaceBook (MAU, DAU, Engagement)


Farmville - MAU


Farmville - DAU


Farmville - Ratings


Café World - MAU


Café World - DAU


Café World - Engagement


Café World - Fans


Café World - Reviews


Café World - Rating


Bejeweled Blitz

MAU

Application refreshed, and major features added


Bejeweled Blitz

Application refreshed, and major features added

Rating

Rating fell from 4.5 stars

to 3.0 with last release.

“Strongly dislike the new boost mode ... it completely invalidates the leaderboards (knowing everyone's starting/playing on the same foundation). Booo!”

“Not happy with the new version at all! You should go back to the old game! Also, my score does post on my page

but doesn't post on any of my friends pages! It looks as if I haven't been playing at all!”


Bejeweled Blitz

Number of reviews written


Demographics of FaceBook


FaceBook Demographics



AGE

13

65+

Female Male


Where in the World?

http://www.facebook.com/photo_search.php?oid=167266103810&view=user


Top 20 countries on FaceBook

Top 20 countries account for 79% of all FaceBook registered accounts.

After Brazil, no other country accounts for more than 1%.


Gender breakdown of FaceBook users Worldwide

Female dominant Male dominant

United States 44.46% male United Kingdom 48.14% male India 68.94 % male


Advanced FaceBook scraping


Bejeweled Blitz


Call of Duty 4

Tetris

Country and Rock

Fishing

Hunting

NASCAR

Black Eyed Peas

Star Trek

Star Wars

Yoville

Texas Holdem Poker

Warstorm

Happy Island

Pet Society

Fishville

Collapse!

Taylor Swift

Transformers

Country Life

Harry Potter

Britney Spears

Mobsters 2 - Vendetta

Castle Age

Vampire Wars

Twilight

Mobsters

World of Warcraft

Zoosk

Civilization

Pepsi

NFL

Converse

Jersey Shore

Victorias Secret

MTV

Coca-Cola

Pillow Fight

Sims 3

Super Mario Bros

Mafia Wars

Happy Aquarium

Cafe World

Jigsaw Puzzles

Barn Buddy

Country Story

Mythbusters

Avril Lavigne

Red Bull

Disney

Johhny Depp

Titanic

Starbucks

Red Hot Chili

Peppers

Lord of the Rings

SpongeBob

McDonalds

Scrabble

(LIL) Farm Life

Dilbert

Investing

Farm Town

Law and Order

TextTwist

Farmville

Treasure Isle

Doodle Jump

Playboy

Dr Phil

Island Paradise

Zoo World

Fish World

Bejeweled Blitz

Roller Coaster

Kingdom

Justin Bieber

Conan oBrien

Jay Leno

Michael Jackson

James Bond

James Patterson

Angels and

Demons

Roller Coasters

Chess

Mahjong

Dimensions

Mahjong

Petville

Uno

Elvis

Frank Sinatra

Soccer

Cigars

Golf

Jogging

Pilates

Yoga

Lifetime

Colbert

Howard Stern

Big Bang

Theory

Ellen

Degenerous

Dr Who

Lost

Top Gear

WWE

Wrestling

Jui Jitsu

Martial Arts

MMA

UFC

Boxing

NCIS

Cooking

Sewing

Knitting

Martha Stewart

Horses

Makeup

Fashion

Cake

Decorating

Greenhouse

Bird Watching

Dogs

Plants

Cats

Flowers

Gardening

Baking

The Bachelor

Crocs

Jeep

The Office

Saturday Night

Live

Scrubs

South Park

Family Guy

Simpsons

Heroes

Ugly Betty

Battlestar

Galactica

Snowboarding

iTunes

Barry Manilow

Dairy Queen

Lady Gaga

Vin Diesel

Criminal Minds

Two and a Half Men

How I met your Mother

Medium

Ghost Whisperer

Biggest Loser

Americas Next Top Model

Sex and the City

Desperate Housewives

CSI

American Idol

Happy Pets

Mind Jolt Games

Restaurant City

Twitter

iPHONE

iPad

Pokemon

Nintendo DS

Xbox 360

PS3

Diabetes

Monopoly

Settlers of Catan

Megan Fox

Rock Band

Foursquare

Guitar Hero

Oprah Winfrey Show

Halo

Wii Fit

Wii

Adidas

Nike

Reebok

Puma

Dunkin Donuts

Pizza Hut

Taco Bell

Scuba Diving

Skiing


Wii™ and Wii Fit™


Jay Leno vs. Conan


Quiz Time – Guess the game

Answer: Scrabble™


Quiz Time – Guess the movie

Answer: Twilight


Comparing Demographic “Genes”

38.41% correlation


Comparing Demographic “Genes”

80.89% correlation


Cross correlation between brands


Bejeweled Blitz Affinity


Applications of this


Propensity to pay?

Sorority Life, % users who spend by age

Source: “Rules to Monetize By …”, Playdom 2010


Are you targeting your game to the paying audience?

$

O Even if this game had 5x

the traffic, it would not

generate the same revenue

Would you like to have the largest game

on FaceBook, or the most profitable?


I’d say, you want to be more profitable!

Think about ways to optimise your ARPU, not your MAU


Pitching to potential Advertisers


Live Demo


Questions?

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social genetics: demographics and affinities of gamers · hours of games/day ©2010 nick berry,...

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