|Track / Format:
|Business, Marketing and Management
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The online gaming industry finds itself in a critical stage where the professionalization of the business becomes necessary for growth. Establishing a business intelligence entity is key to secure competitive advantages e.g. for business areas like regional revenue optimization or dynamic pricing. It is crucial to develop a better understanding of our users to offer them the best gaming experience available and to design customized offers and sales, from discounts, recommendations to individual packages. Today game developers understand and accept that the intelligent collection and reading of the mass of data accruing from assessment can be the key to real improvement in monetizing free-to-play games. We can understand the limits within which data is collected and have the insight to interpret it, and the courage to act on what it's telling us. It is important to find patterns and translate these possibilities into action. In this sense predictive modeling is used extensively in analytical customer relationship management and data mining to produce customer-level models that describe the likelihood that a customer will take a particular action.