Players generate a wealth of revealing psychological data—and some companies are soaking it up.
While there are no numbers on how many video game companies are surveilling their players in-game (although, as a recent article suggests, large publishers and developers like Epic, EA, and Activision explicitly state they capture user data in their license agreements), a new industry of firms selling middleware “data analytics” tools, often used by game developers, has sprung up. These data analytics tools promise to make users more amenable to continued consumption through the use of data analysis at scale. Such analytics, once available only to the largest video game studios—which could hire data scientists to capture, clean, and analyze the data, and software engineers to develop in-house analytics tools—are now commonplace across the entire industry, pitched as “accessible” tools that provide a competitive edge in a crowded marketplace by companies like Unity, GameAnalytics, or Amazon Web Services. (Although, as a recent study shows, the extent to which these tools are truly “accessible” is questionable, requiring technical expertise and time to implement.) As demand for data-driven insight has grown, so have the range of different services—dozens of tools in the past several years alone, providing game developers with different forms of insight. One tool—essentially Uber for playtesting—allows companies to outsource quality assurance testing, and provides data-driven insight into the results. Another supposedly uses AI to understand player value and maximize retention (and spending, with a focus on high-spenders).
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