Creating a video game is a challenge even when everything comes together perfectly. There are a number of moving parts that must align at the right time and in the correct way, otherwise a launch can fail and a game that took years to develop falls flat.

In addition to the complication of trying to determine what will be appealing to an audience years down the road, developers also have to decide on the best method of monetizing a game and do so while managing a strict timetable.

However, even with all these factors, game development doesn’t have to be as difficult as it often is in this day and age. The fact is that market research can help answer many questions without developers having to start a project and then scrap it when an audience’s taste shifts. But not enough game developers are utilizing the myriad of market research streams that are available, and as a result, game creation remains an uphill battle.

This is due in part to the policy of market research previously being directed toward gathering information from player focus groups and siloed product data.

Gathering user feedback is far simpler than it used to be, however what people say doesn’t always align with their behavior or fats. For example, when Super Mario Run launched in December 2016, it had more than 50 percent negative (1 and 2 star) reviews. Going by that information, you would likely conclude that it was a failure and that this would correspond to abysmal sales, but it was downloaded over 200 million times. Nowadays negative reviews aren’t enough on their own for a studio to scrap a project.

Releasing new versions of games with tweaks based on user gameplay as well as reviews is a proven method to increase user retention and satisfaction, but that does not mean it always succeeds. Too many releases without enough changes can frustrate users, so publishers have to weigh a number of factors to time their release schedules.

Tied into releases and game development are the ways in which different platforms can now expedite the data collection process, making them storefronts and also data providers. Steam is the biggest digital distribution platform for PC Games and gives players a range of options that include video streaming, multiplayer gaming, and social networking services. In doing so, Steam collects huge quantities of data such as visitor behavior, page visits, traffic sources and purchase information. All of this can be leveraged by publishers to develop the right games for a particular audience. Steam’s data via APIs to the platform is sent on a daily, weekly or monthly basis to game publishers. Not only that, but it is summarized to outline trends, but still doesn’t dig down to provide deep insights, that’s still up to the publishers themselves.

This is part of the problem, publishers and developers are struggling to access the whole data picture. In order to create a complete brand experience, companies have to figure out a way to encourage players to play more than one game from the same publisher. This is where data aggregation is invaluable. With a comprehensive view of individual players through all the data gathered about them and understanding what games they buy and play can help a company maximize their ROI and grow long-term loyalty. From there, a company may choose which games should get expansions, the largest quantity of virtual goods and even real life merchandise.

Game publishers have a great opportunity to create relationships with their customers that will last for years, but without bringing all the data they collect together, they are losing profits. Companies that understand how to aggregate and build out data will find themselves standing out from the competition and continuing to grow while their competition struggles and ultimately fails.

BLMP ©2018, Singapore

BLMP (Blockchain Licensing Marketplace) is a blockchain technology company working to remove obstacles and facilitate trust in the complex issues surrounding Supply Chain Management transactions in the virtual goods industry.

BLMP Network uses blockchain technology to connect digital platforms around the world with global brands to monetize officially licensed virtual goods across any digital platform; from games to streaming services & social media, allowing millions of users access to a whole new world of branded virtual products.

Get in touch:

Website

Twitter

Facebook

LinkedIn

AngelList