根据游戏发行商Craduga GmbH的市场营销副总裁Andrea Casalinga，市场营销部门掌管着有关游戏，用户获取，广告，与用户粘性相关的用户留存等所有活动。在Craduga中，数据科学始终排在游戏开发策略的前列，并会推动市场营销活动的发展。Casalinga说道：“不管是用户获取还是用户留存，我们的主要需求都是‘科学的’分析数据。商业智能在现在任何游戏中都扮演着主导角色。”
来自External Games，同时也是群组通讯和社区游戏应用公司Palringo的前CMO的Magnus Alm也表示赞同。他表示Palringo从一开始便是基于参数而运行，而最近他们一直在努力完善其分析工具。
手机游戏工作室We Play Dots的市场营销负责人Christian Calderon通过说明他们工作室要求对于游戏内部盈利与游戏外部市场营销提供完整的市场营销支持去解释这一点。“因为开发者经常与同一渠道的合作者一起致力于用户获取方面的盈利，他们的努力将在运行用户获取的群组中相辅相成并发挥最佳作用。”
Making Fun的首席执行官John Welch提到了在今天的免费经济环境中，我们需要基于动态的用户行为数据以及整个团队间的交流而持续对产品进行优化与完善。
Quest Complete Consulting的联合创始人Margeaux Sullivan便见证了市场营销的发展，即变成一个利用科学数据所提供的观察去呈现全新游戏的价值主张的更重要的数据驱动的角色。
How data has redefined the role of the game marketer
By Sponsored Article
And the importance of accurate metrics for better design
It wasn’t so long ago that game design was informed primarily by market research and the insight – credible or otherwise – of the design team. Now, that takes second place to the reams of live, in-depth data tracking that monitors every step players take. Being able to monitor and respond to real-time insight has transformed the design process, and with it the way games are marketed.
Previously, the marketing function sat outside the development team and worked with what it was given; now, forward-looking companies have brought marketing into the heart of the development process. The explosion of the F2P model has gone hand-in-hand with the availability of data and the strategic role that marketing now enjoys, but are publishers and developers up-to-speed with this paradigm shift?
Start by knowing your data
According to Andrea Casalinga, Vice President of Marketing at games distributor Craduga GmbH, the marketing department is in charge of all activities surrounding the game, user acquisition, advertising and retention relating to user engagement. In Cadruga, data science is front and center to game development strategy and drives marketing activity. “From UA to retention, the main need is to have ‘scientists’ analyzing numbers,” Casalinga said. “A role that is now mandatory in any game is Business Intelligence.”
“Every game has hundreds of thousands of tracking calls to make sure every change is in the right direction. Here, the key is testing. Within my department we test every small detail against a small variation or againsttaking a completely different approach. Testing is the best way of finding solutions and making improvements.”
Magnus Alm, Head of External Games and former CMO at group messenger and community gaming app company, Palringo, agrees. He said Palringo has been metrics-driven since its inception, but it has recently been working hard at refining its tools for analytics.
“We are trying to make sure that we, as a company, have a common understanding of the behavior of our users and how they react to our products, updates, and overall user experience,” Alm said. “The product owners are deeply engaged with the metrics, and make sure that the priority of tasks for development sprints are based on facts rather than assumptions. Our Performance Marketing Manager is also constantly digging down into the data, looking at both channels and game performance, so we can effectively refine our marketing approach as needed.”
Integration and communication between teams has developed as boundaries between activities blur and converge. Acquisition and monetization have become two sides of the same coin, with player engagement and retention driving the value derived from both activities.
Christian Calderon, Head of Marketing at mobile game studio We Play Dots, explains this by saying that his studio requires full-time marketing support on both in-game monetization and marketing outside the game. “Because a developer is often working with the same channel partners on the monetization side as they are on the user acquisition side, these two efforts work hand-in-hand and function best, for this studio, under the same group that is running user acquisition”.
John Welch, CEO of Making Fun, makes the point that today’s freemium economic environment requires continuous product improvement based on dynamic behavioral user data and cross-team communication.
“In this pursuit, cross-team communication is the feedback lubricant for superior data-driven design, and we believe that great businesses are built on healthy cross-team communication between marketing and product teams,” Welch said. “We also believe that it is the entire company’s responsibility to develop fun and engaging products, and to drive awareness for these products to millions of people all over the world, we are all delineated within that objective.”
Marketing as an insight hub
The role of the marketer has expanded into new and previously unchartered realms, such as game development. Because marketing is now taking a more central role; receiving and interpreting game data across acquisition, retention, and monetization, the next logical step is for the marketer to feed this insight into the development of new games.
Margeaux Sullivan, co-founder of Quest Complete Consulting, has watched the evolution of game marketing first-hand, into a more central data-driven role that involves utilizing insight provided by the data scientists to inform the value propositions of new games developed by marketers.
“As a marketer, it’s important to work closely with developers to understand their vision of the game and to discuss how they will differentiate this game from others in the genre,” Sullivan said. “It’s also important to keep in constant communication with analysts, because they provide context and visualization of raw data, they contribute to and test theories, and they steer the team towards fact-based decision making, and they encourage a meaningful interpretation of data rather than a hunch. The developers decide which game mechanics are compelling, and the analysts reveal whether the community agrees.”
With the evolution of the mobile games industry into a saturated freemium market, the marketer is no longer a single role, but rather one that permeates all aspects of the game.
Mark Robinson, CEO at deltaDNA said, “In recent years we’ve seen the role of the marketer develop across all areas of the game, from acquisition and retention through to monetization. This expansion has been driven by the increased availability of detailed data, the employment of data scientists, and the marketers’ centralized role in interpreting and acting on data.
“It’s now of primary importance to marketers that they have access to rich data plus the advanced tools required to help them understand player engagement for themselves, run tests, create detailed player segments, and generate intelligent player interactions.
The future, as we see it at deltaDNA, lies in the collection of all player data into a single environment and the creation of powerful tools for marketers to analyze, test, and monetize, particularly in F2P where marginal improvements can be the difference between profit and loss.”
This type of data has become even more important to marketers, as they continue to evolve with the burgeoning mobile game industry.(source:gamesindustry)