Data-Driven Decision Making in Big Data and Analytics

Abstract

It has been established the need for analytics in optimizing the gaming platforms appropriate player data for the enhanced user experience, activity and subsequently revenues. That is why engagement levels, customer retention rates, and even purchases made within the game are important parameters for decision-making. Real time game performance optimization with strategies such as the A/B testing or the use of predictive analytics is other techniques used by developers. However, some of the challenges such as how to manage large data set and how to ensure that data is used rightfully continues to be a challenge, for more details, see Table 3. The next steps in the evolution of creative game design will be the usage of AI and other technologies, whereas the balance between data-oriented optimization and preventing negative effects on the players has to be achieved.