Publications
2022
Flunger, Rober; Mladenow, Andreas; Strauss, Christine
Game Analytics—Business Impact, Methods and Tools Buchkapitel
In: Studies in Systems, Decision and Control, S. 601–617, Springer Science and Business Media Deutschland GmbH, 2022, (Publisher Copyright: textcopyright 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG. Copyright: Copyright 2021 Elsevier B.V., All rights reserved.).
Abstract | Links | BibTeX | Schlagwörter: Customer lifetime value, Free to play, Game analytics, Gaming industry
@inbook{f15d6bcbb374493880a09cb4e7dadfa6,
title = {Game Analytics—Business Impact, Methods and Tools},
author = {Rober Flunger and Andreas Mladenow and Christine Strauss},
doi = {10.1007/978-3-030-77916-0_19},
year = {2022},
date = {2022-01-01},
booktitle = {Studies in Systems, Decision and Control},
pages = {601--617},
publisher = {Springer Science and Business Media Deutschland GmbH},
series = {Studies in Systems, Decision and Control},
abstract = {The gaming business has developed into a prosperous digital business segment with exceptional business prospects during recent years and has evolved into a considerable economic sector. Hence, this contribution outlines the relevance and potential of game analytics in the context of gaming business. We identify and discuss crucial aspects of analytical and predictive models for free to play (F2P) business models. Based on a literature review we analyze several business issues where game analytics may provide major benefit. Besides identifying motivations for small and medium sized game developers to use game analytic tools, we furthermore introduce six studies, which discuss churn prediction models in F2P games, as well as four studies on prediction of customers’ lifetime value. Emphasis is laid on methods, metrics and tools in game analytics, such as player churn prediction and customer lifetime value (CLV) prediction, and their functionalities.},
note = {Publisher Copyright: textcopyright 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG. Copyright: Copyright 2021 Elsevier B.V., All rights reserved.},
keywords = {Customer lifetime value, Free to play, Game analytics, Gaming industry},
pubstate = {published},
tppubtype = {inbook}
}
The gaming business has developed into a prosperous digital business segment with exceptional business prospects during recent years and has evolved into a considerable economic sector. Hence, this contribution outlines the relevance and potential of game analytics in the context of gaming business. We identify and discuss crucial aspects of analytical and predictive models for free to play (F2P) business models. Based on a literature review we analyze several business issues where game analytics may provide major benefit. Besides identifying motivations for small and medium sized game developers to use game analytic tools, we furthermore introduce six studies, which discuss churn prediction models in F2P games, as well as four studies on prediction of customers’ lifetime value. Emphasis is laid on methods, metrics and tools in game analytics, such as player churn prediction and customer lifetime value (CLV) prediction, and their functionalities.
2019
Flunger, Robert; Mladenow, Andreas; Strauss, Christine
Game Analytics on Free to Play Konferenzbeitrag
In: Younas, Muhammad; Awan, Irfan; Benbernou, Salima (Hrsg.): Big Data Innovations and Applications - 5th International Conference, Innovate-Data 2019, Proceedings, S. 133–141, Springer, 2019, ISBN: 9783030273545, (5th International Conference on Big Data Innovations and Applications, Innovate-Data 2019 ; Conference date: 26-08-2019 Through 28-08-2019).
Abstract | Links | BibTeX | Schlagwörter: Big data analytics, Business intelligence, Business model, Customer lifetime value, Decision making, Free to play, Game analytics, Online gaming industry
@inproceedings{2d9782aeb4034b1681879658ee4ed1db,
title = {Game Analytics on Free to Play},
author = {Robert Flunger and Andreas Mladenow and Christine Strauss},
editor = {Muhammad Younas and Irfan Awan and Salima Benbernou},
doi = {10.1007/978-3-030-27355-2_10},
isbn = {9783030273545},
year = {2019},
date = {2019-01-01},
booktitle = {Big Data Innovations and Applications - 5th International Conference, Innovate-Data 2019, Proceedings},
pages = {133--141},
publisher = {Springer},
series = {Communications in Computer and Information Science (CCIS)},
abstract = {This contribution refers to a prosperous digital business segment, i.e. gaming business. We identify game analytics aspects with a focus on analytical and predictive models for free to play (F2P) business models. The main areas of interest in this category are player churn prediction and customer lifetime value (CLV) prediction. Additionally, our study discusses why small and medium-sized developers should use game analytic tools. Based on a literature review we analyse three categories regarding game analytics: the first one describes motivations for small and medium sized game developers to use game analytic tools; the second one contains six studies discussing churn prediction models in F2P games; the third one contains four studies on prediction of customers’ lifetime value.},
note = {5th International Conference on Big Data Innovations and Applications, Innovate-Data 2019 ; Conference date: 26-08-2019 Through 28-08-2019},
keywords = {Big data analytics, Business intelligence, Business model, Customer lifetime value, Decision making, Free to play, Game analytics, Online gaming industry},
pubstate = {published},
tppubtype = {inproceedings}
}
This contribution refers to a prosperous digital business segment, i.e. gaming business. We identify game analytics aspects with a focus on analytical and predictive models for free to play (F2P) business models. The main areas of interest in this category are player churn prediction and customer lifetime value (CLV) prediction. Additionally, our study discusses why small and medium-sized developers should use game analytic tools. Based on a literature review we analyse three categories regarding game analytics: the first one describes motivations for small and medium sized game developers to use game analytic tools; the second one contains six studies discussing churn prediction models in F2P games; the third one contains four studies on prediction of customers’ lifetime value.
2017
Flunger, Robert; Mladenow, Andreas; Strauss, Christine
The free-to-play business model Konferenzbeitrag
In: IndrawanSantiago, M; Salvadori, IL; Steinbauer, M; Khalil,; AnderstKotsis, G (Hrsg.): 19th International Conference on Information Integration and Web-Based Applications and Services, iiWAS2017 - Proceedings, S. 373–379, Association for Computing Machinery (ACM), 2017, ISBN: 978-1-4503-5299-4, (19th International Conference on Information Integration and Web-Based Applications and Services, iiWAS2017 ; Conference date: 04-12-2017 Through 06-12-2017).
Abstract | Links | BibTeX | Schlagwörter: Business model, BUY VIRTUAL GOODS, Customer lifetime value, Free-to-play, GAMES, INTERNET, MOTIVATIONS, Online game industry, PURCHASES, Social interaction, Value creation, Virtual goods
@inproceedings{cd14af48026045098ed2b62768cfa9ac,
title = {The free-to-play business model},
author = {Robert Flunger and Andreas Mladenow and Christine Strauss},
editor = {M IndrawanSantiago and IL Salvadori and M Steinbauer and Khalil and G AnderstKotsis},
doi = {10.1145/3151759.3151802},
isbn = {978-1-4503-5299-4},
year = {2017},
date = {2017-12-04},
booktitle = {19th International Conference on Information Integration and Web-Based Applications and Services, iiWAS2017 - Proceedings},
volume = {Part F134476},
pages = {373--379},
publisher = {Association for Computing Machinery (ACM)},
abstract = {The free-to-play model in the online gaming industry is based on providing an online game at no charge on either mobile devices or on a PC. Monetization would occur with virtual items which players may purchase during the game. It has been demonstrated that there are several motivations for gamers to purchase such items including unobstructed play, social interactions with other gamers,competition and economic rationale. These motivations can be exploited as drivers for value generation when designing such games in a way that appeals to the gamers by using several strategies. We elaborate on seven strategies, i.e. stratified content, inconvenient gameplay elements, mediums of exchange, inventory mechanics, special occasions, artificial scarcity, and alterations ofcontent. Additionally, the theory of customer lifetime value has shown to be a beneficial concept in segmenting customers and identifying those who are especially valuable from a business perspective. Overall, research on business value generation in the field of online gaming seems less developed than in other segments and applications. Consequently, a common understanding ofavailable concepts and strategies need to be developed to enable identification and overcoming of challenges in free-to-play online gaming.},
note = {19th International Conference on Information Integration and Web-Based Applications and Services, iiWAS2017 ; Conference date: 04-12-2017 Through 06-12-2017},
keywords = {Business model, BUY VIRTUAL GOODS, Customer lifetime value, Free-to-play, GAMES, INTERNET, MOTIVATIONS, Online game industry, PURCHASES, Social interaction, Value creation, Virtual goods},
pubstate = {published},
tppubtype = {inproceedings}
}
The free-to-play model in the online gaming industry is based on providing an online game at no charge on either mobile devices or on a PC. Monetization would occur with virtual items which players may purchase during the game. It has been demonstrated that there are several motivations for gamers to purchase such items including unobstructed play, social interactions with other gamers,competition and economic rationale. These motivations can be exploited as drivers for value generation when designing such games in a way that appeals to the gamers by using several strategies. We elaborate on seven strategies, i.e. stratified content, inconvenient gameplay elements, mediums of exchange, inventory mechanics, special occasions, artificial scarcity, and alterations ofcontent. Additionally, the theory of customer lifetime value has shown to be a beneficial concept in segmenting customers and identifying those who are especially valuable from a business perspective. Overall, research on business value generation in the field of online gaming seems less developed than in other segments and applications. Consequently, a common understanding ofavailable concepts and strategies need to be developed to enable identification and overcoming of challenges in free-to-play online gaming.