Sega Is Gaming Game Data

Image credit: iStockphoto/fpphotobank

SEGA, the creator of popular games Sonic the Hedgehog, Mortal Kombat, and Castlevania, is partnering with Qlik Sense® to make its mobile games more data-driven and improve the gaming experience.

Different game genres target various age groups, interests, and preferences. However, a critical factor that remains constant is the ‘data’. Gaming companies and developers use data to understand their players better and enhance their game development process.

Traditionally, data analysts have interpreted and simplified vast amounts of game and external data from several sources, such as social media sites and advertising. Analysts are also involved in passing on generated reports to system engineers so they may incorporate new analytical indicators into their algorithm using this method. This method is very time-consuming and laborious.

“With Qlik, we free analysts from the routine work of preparing data reports and enable them to spend more time solving complex analysis challenges. By extracting better insights from more data sources faster, our employees can better understand market movements and evaluate game performance from multiple perspectives. We now have a data analytics environment where we can more actively work on the next big game hit," said Masaki Takeuchi, SEGA's section manager of the business and data analysis section in the Game Contents and Service Business Division.  

SEGA expects the Qlik partnership to help the company focus on areas that directly impact the quality of their games and provide a better gaming experience for their customers.

Qlik Sense is a tool that allows Qlik's analysts to work directly with data without having to write complicated algorithms. This eliminates time-consuming procedures and lowers costs. Analysts can concentrate more on resolving complex issues and activities, which will add value to the company. They can also provide insights and recommendations for improvement in line with current market trends.

So far, Qlik has automated 450 game insight reports while saving 170 analytics hours per game title for SEGA.

Hiroshi Imai, the country manager of QlikTech Japan K.K., also said they were pleased to help SEGA conduct data analysis more efficiently, leading to new game insights. Qlik’s Active Intelligence vision leverages real-time information that triggers immediate actions, further developing SEGA’s data-driven corporate culture for even more exciting games.

Reports conclude that outsourcing data-driven integration to established gaming companies helps them be more efficient, improve employee value, minimize human error, and cut costs.

Image credit: iStockphoto/fpphotobank