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Aug 19, 2014

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Segment Gamers Through Clustering Gameplay Behaviors


Peter Liu, CRM Analytics, Sony PlayStation
Laura Higgins, PhD, JMP Systems Engineer, SAS

Who are PS3 video game players? What games do they play? What are their gaming behaviors, in terms of measures such as number of plays, length of play time, playing tenure, etc.? Are there clear and distinctive clusters of gamers who behave differently, which leads to different spending patterns on games? How will gamers of various segments respond to the PS4 launch and PS4 game releases? The authors used JMP multivariate/modeling tools such as principal components analysis, clustering and partitioning to mine gameplay data and gamer attributes of millions of PS gamers. Gamer segments resulted from data mining, and analysis aided success of PS4 launch and user engagement.

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