Nick Berry

Converting Deluxe Download Customers to Social Customers

All logos and trademarks in this presentation are property of their respective owners.

M.Eng, ARAeS, CIPP

President

Biography – Nick Berry

1988 1994 2008 2010

Agenda

1) What is Social Gaming?

2) Why is it so popular?

3) How to find out more about download customers

4) Example

What is a Social Game?

“But they’re not social!”

“A game played on a Social Network”

So what is a game?

PP

(After all, “Casual Games are not casual” either!)

Not Work!

“Any non-obligatory activity that is performed for fun!”

A Social Game is …

… any non-obligatory activity that is performed,

for fun, on a Social Network

Why are Social Games so Popular?A non-obligatory activity that is performed for fun.

Certainly describes many of the “Activities” on Facebook!

Facebook has exposed people to copious quantities of non-essential activities and provided easy channels to announce participation in these entertainments to others.

In no more than a couple of clicks, exposed users can be having fun, and

jumping on the latest bandwagon of

distraction.

Whilst social could be considered a poor adjective to describe games when many

games are solo activities, these activities do earn it

the moniker social because they offer a shared experience. Albeit asynchronously, all the

people who have enjoyed the same activity have been down the same path.

Curiosity, Invitation, Peer Pressure, Challenge

Players broadcast their indulgences, performances and achievements (both actively and passively).

What do you know about your existing

customers?

Social Game Developers have it “easy”

Age=18 Age=49 Age=23 Age=38

Age=27 Age=17 Age=58 Age=16

What do you know about your Deluxe Download customers?

Sales Database

Sales DateSales ValueCredit card NameCredit card Number

2/3/2001 $6.95 Nicholas Berry 3713 xxxx xxxx 9980

2/3/2001 $6.95 Nicholas Berry 3713 xxxx xxxx 9980

2/3/2001 $6.95 Nicholas Berry 3713 xxxx xxxx 9980

2/3/2001 $6.95 Nicholas Berry 3713 xxxx xxxx 9980

What’s in a name? (Gender)

NicholasJessicaTaylor

What about androgynous names?

US Social Security Administration

Database of all registered names in USA from 1880-2009complete with gender.

NAME Year FrequencyMary F 1967 25,320Susan F 1967 22,259Karen F 1967 21,544Angela F 1967 19,537Melissa F 1967 18,370Patricia F 1967 17,745

Amy F 1967 16,130Elizabeth F 1967 16,110Christine F 1967 15,992

Laura F 1967 15,820Julie F 1967 15,541

Cynthia F 1967 15,336Donna F 1967 14,789Tina F 1967 14,154

Deborah F 1967 14,004

History of Male Names

History of Female Names

Scrabble™ Score

Score

Letters

1A , E , I , O , U , L , N , R , S , T

2 D , G

3 B , C , M , P

4 F , H , V , W , Y

5 K

8 J , X

10 Q , Z

Creative spelling:

Z replacing SY replacing I

Izzabellah (33 points) instead of Issabella (11 points)

Kristyn (14 points) instead of Kristin (11 points)

Trivia – Highest scoring name in the 86,987 distinct names in the SSA database is:Jazzmyne (scoring 38 points)

Returning to Androgynous names

2009 Data

Taylor over the years

Nobody lives forever

Males named Taylor who are still alive

Females named Taylor who are still alive

Number of male Taylors born in 2009 (still alive) +Number of male Taylors born in 2008 (still alive) +Number of male … +Number of male Taylors born in 1940 (still alive) +…

Male %

Female % Number of female Taylors born in 2009 (still alive) +Number of female Taylors born in 2008 (still alive) +Number of female … +Number of female Taylors born in 1940 (still alive) +…

Life (Death) tablesCDC/NCHS – Center for Disease Control and Prevention/National Center for Health Statistics

1901 Life Tables

Life (Death) Percentage chance of reaching a specified age.

39.1%

67.9%

82.4%

88.7%

92.1%

65

Gender Differences

100%

0%Perc

enta

ge C

hance

of

Reach

ing S

peci

fied A

ge

1930

Gender Differences – Age at Death

1980Age at Death (per 100,000)

Male Female

Multiply

Taylor

Who names their child “Ethel” these days?

Probability Density Functions

Facebook demographics

FaceBook Demographics

AGE

13

65+

FemaleMale

FaceBook Demographics

Many users of college age.

In USA large number of members over 65

Bejeweled

Jay Leno vs. Conan

Comparing Demographic “Genes”

38.41% correlation

Comparing Demographic “Genes”

80.89% correlation

Bejeweled Blitz Affinity

What are fans of glee on facebook interested in?

http://en.wikipedia.org/wiki/File:Glee_title_card.svg

Affinity for Games

Sims

Pet So

ciety

Tetri

sW

ii

Country St

ory

Guitar H

ero

Super

Mario Bro

s

Petville

Doodle Jump

Civiliza

tion

Zoo W

orld

Pillow Fi

ght

Wii F

it

TextT

wist

Cityvil

le

Barn Buddy

Settler

s of C

atan

Vampire

Wars

Scrab

ble

World

of Warc

raft

Texa

s Holdem

Poker

Mafia W

ars

Castle

Age

Farm

Town

Mobsters

2 - Ven

detta

PS3

Wars

torm0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

TV Shows

Jers

ey S

hore

MTV

Amer

icas N

ext T

op M

odel

Scru

bsLo

st

Heroe

s

Ugly Bet

ty CSI

Sim

pson

sNCIS

Sex an

d th

e City

Big B

ang

Theo

ry

Criminal M

inds

Law a

nd O

rder

Ellen

Degen

erou

s

Jay Le

no

Star

Tre

k

Med

ium

Top

Gear

Howar

d St

ern

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Music

Taylor Swift

Lady Gaga

Katy Perry

Britney Spears

Shakira Justin Bieber

Avril Lavigne

Rihanna Black Eyed Peas

Michael Jackson

Frank Sinatra

Red Hot Chili

Peppers

Elvis Barry Manilow

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Drinks, Fast Food and FootwearPepsi

Coca

-Cola

Red B

ull

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Sta

rbuck

s

McD

onald

s

Taco

Bell

Dair

y Q

ueen

Dunkin

Do...

Piz

za H

ut

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Convers

e

Pum

a

Nik

e

Reebok

Adid

as

Cro

cs

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Hobbies, Animals and Misc.M

akeup

Fash

ion

Socc

er

Snow

board

ing

Skiing

Bakin

g

Joggin

g

Fish

ing

Yoga

Scu

ba D

ivin

g

Knit

ting

Mart

ial A

rts

Golf

NA

SC

AR

Gard

enin

g0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Hors

es

Cats

Dogs

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

iTunes

Tw

itte

r

Fours

quare

Invest

ing

Cig

ars

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Example (finally!)

GreatPokerHands

Texas Hold’em Poker Strategy cards sold at retail.

GreatPokerHands Sales Database

GreatPokerHands Age/Gender Profile

Children under 18 do not have credit cards

GreatPokerHand Sales Correlations

45.63%

34.81%

25.72%

Results

Example CPC Prices

Texas Holdem $1.73Golf (74.77%) $0.88

Texas Holdem $2.05 - $3.06Scuba Diving (65.93%) $0.79 - $1.16NASCAR (65.56%) $0.41 - $0.56

Summary• Using just First names you can estimate

age/gender of your customers.

• Correlating this with other products/brands highlights the affinities.

• Use this information to lower customer acquisition costs (How to effectively advertise)

• Use this information to chase potential sponsorship deals.

The EndQuestions?

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Nick@DataGenetics.com