Högskolan i Skövde

As a business model, the essence of games is to provide a service to satisfy the player experience. From a business perspective, development in the game industry has led to the application of Business Intelligence (BI) becoming more and more extensive. However, related research lacks systematic examination and precise classification. This paper provides a comprehensive literature review of BI used in the game industry, focusing primarily on game analytics. This research mainly studies and discusses five aspects. First, we explore game analytics aspects in the available literature based on the traditional game value chain. Second, we find out the main purposes of using analytics in the game industry. Third, we present the problems or challenges in the game area, which can be addressed by using game analytics. Fourth, we also list different algorithms that have been used in game analytics for prediction. Finally, we summarize the research areas that have already been covered in literature but need further development. Based on the categories established after the mapping and the review findings, we also discuss the limitations of game analytics and propose potential research points for future research.

With the continuous development of the game industry, research in the game field is also deepening. Many interdisciplinary areas of knowledge and theory have been used to promote the development of the game industry. Business intelligence technologies have been applied to game development for game design and game optimization. However, few systematic research efforts have focused on the field of game publishing, particularly with regard to independent (indie) game publishing. In this paper, we analyse data collected from a set of interviews with small indie game developers. The results indicate that most of the indie game developers have already used business intelligence for game self-publishing, although three main challenges have been identified: first, how to conduct marketing promotion and improve the return on investment (ROI); second, how to collect game publishing data; and third, how to analyse the data in order to guide game self-publishing. Our interviews also reveal that the business model applied to a game significantly impacts the role of game analytics. The study expands and advances the research on how game analytics can be used for game publishing, particularly for indie game self-publishing.

Game analytics has been used in game development and game research. However, less work focus on the game publishing side, especially on the new version update evaluation. This paper shows how game analytics can be used to guide game version updates. We innovatively view mobile game publishing as maintaining a fish tank and use our Fish Tank Model (FTM) to evaluate how game version updates improve players’ activation and game revenue. First, we define some key metrics for evaluating mobile game performance based on FTM. Second, we introduce a real game project to develop and apply FTM to the new version update. Third, based on analyzing the changes before and after the game version update, we provide suggestions on how to improve the new version. Finally, we summarize how to use our data-driven model to guide the mobile game new version update evaluation and continue to improve the game content.

Marketing is vital for game businesses. However, it is hard to reach the target audiences and choose the right marketing strategies for different user acquisition channels in mobile game publishing. This paper shows how business intelligence can guide independent (indie) mobile game developers to do marketing promotion based on a data-driven method. We apply and extend the ARM funnel model from social game publishing to mobile game publishing and provide a data-driven method to evaluate the marketing promotion performance. First, in order to address indie game marketing challenges, we propose a data-driven method by defining key metrics and applying two different analysis methods for assessing mobile game marketing promotion. Second, we apply our data-driven method to an indie mobile game project and guide the indie game studio to determine the potential marketing promotion issues. Third, we also provide suggestions on improving marketing performance based on analysis results, especially by differentiating between channels. Finally, we summarize how our method can be generalized and used to guide indie mobile game marketing promotion, find high-quality channels for user acquisition, improve the marketing promotion effect, and discuss future research work.

Games as a service is similar to software as a service, which provides players with game content on a continuous monetization model. Game revenue forecast is vital to game developers to make the right business decisions, such as determining the marketing budget, controlling the development cost, and setting up benchmarks for evaluating game publishing performance. How to make the revenue forecast and integrate it with the game publishing process is hard for small and medium-sized independent (indie) game developers. This includes all steps of the process, from forecasting to decision-making based on the results. This paper provides a data-driven method that uses the mobile game revenue forecast based on different time-series prediction models to drive the game publishing. We demonstrate how to use the data-driven method to guide an indie game studio to forecast revenue and then set the revenue forecast as the internal benchmark to drive game publishing. In practice, we involve a real game project from an indie game studio and provide guidance for one of their casual game projects. Then, based on the revenue forecast, we discuss how to set the revenue forecast as an internal benchmark and drive the actions for mobile game publishing. Finally, we make a conclusion on how our data-driven method can be used to drive mobile game publishing and also discuss future research work.

With the appearance of mobile game devices and third-party game distribution channels, such as App Store and Google Play, more and more independent (Indie) game studios are doing mobile game development and publishing themselves. However, research on using game analytics to help these indie game developers with game publishing is scarce. In practice, due to lack of experience, it is hard for most indie game developers to get the correct data and analyze it professionally. In order to guide indie game developers with mobile game publishing, this paper extends the existing ARM funnel model and provides a new concept of mobile game publishing, which can be recognized as two inputs and one output. Then, a mobile game publishing analysis platform called the F2PAP is designed and developed based on the new concept. It can guide indie game developers with data collection, analysis, and visualization for game business evaluation and improve game publishing performance.

With the emergence of mobile distribution channels, the traditional game value chain has produced new changes, leading to the emergence of the mobile value chain. Independent (Indie) game developers can upload their games directly through third-party app stores and publish them themselves. However, many indie game developers have issues with game publishing, especially updating the new version, promoting the market, and forecasting revenue for their games. This paper aims to provide a method to guide indie mobile game developers with mobile publishing. This new method mainly focuses on addressing the main challenges from the indie game developer’s side. The method includes a new concept of mobile game publishing logic and an online analysis tool along with the guidelines. It shows how to collect and analyze data and guide new version updates, marketing promotion, and revenue forecasts. In practice, the method was provided to six indie game companies and guided their mobile game publishing, and related data were collected and analyzed for evaluation. Based on the survey and interview results, the usefulness, usability, and confidence in the method were positive, and the method improved the indie game developers’ mobile game publishing and benefited their game business.