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Session Name High Value Monetizers - Debunking Assumptions Using Personality Psychology
Speaker(s) Nick Yee, Nicolas Ducheneaut
Company Name(s) Ubisoft, Ubisoft
Track / Format Business, Marketing & Management
Overview High-value monetizers in free-to-play games are often referred to in the video game industry as whales, a term that implies monetization is similar to impulsive tendencies or behavior and is psychologically exploitative. To challenge this assumption, we collected psychometric data (demographics, play motivations and player personality) from over 1,000 Ghost Recon Online players who were targeted based on their in-game behavioral profiles. In addition to presenting the findings of the study, we will also describe our research process and analytic tools, such as the Big 5 personality inventory, factor analysis for creating robust psychometric variables, and clustering for uncovering player segments.

GDC 2014

Nick Yee


Nicolas Ducheneaut


free content

Business, Marketing & Management

Business & Marketing

UBM Tech