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|Session Name:||How Sony Online Entertainment Optimizes Player Relationship Management with Predictive Analytics|
|Track / Format:||Customer Experience|
|Overview:||When will the acquisition spree stop? Are you spending marketing dollars to acquire players but not to engage or monetize them? Free to play game developers can no longer afford to "acquire-and-forget". The next frontier in free-to-play monetization is using player relationship management (PRM) to manage active players, lengthen player lifecycles, accelerate first conversions and increase overall player spend. Come learn how the Sony Online Entertainment PRM team segments their players and creates personalized experiences for their players. Lessons from applying predictive segments, in-game promotions and A-B testing will be discussed.|