Edric Tse
Chief Product Officer at Neopets
Rambhatla Dhananjay Kumar
Player experience Manager at Scopely
April Laws
Lead Social Media & Community Manager at Wooga
Claudia Pons
Community Manager of Monopoly GO! at Scopely
Explore Jeff Parsley's journey as the February Player Insights Champion, recognized by Affogata for his data-driven approach to game improvement through player feedback.
Jeff Parsley
Global Community Manager of EA Sports
Lilian McDowell
CRM Manager at Sciplay
Explore Oyku Kural's journey as the October Player Insights Champion, recognized by Affogata for her data-driven approach to game improvement through player feedback. Gain insights into the role of player input and its impact on community growth, content, and environmental initiatives.
Oyku Kural
Community Manager at Supercell
Affogata's Player Insights Awards honor leaders committed to data-driven game improvement through player feedback.
Jens Schirmer
Senior Community Manager at Scopley
Meet Jeff Braddock, EA's Global Community Manager for skate., recognized for leveraging player insights to elevate game development.
Jeff Braddock
Global Community Manager of skate at EA
Muriel Goldstein
Community & CRM Lead at PLAYSTUDIOS
Companies trying to generate leads make all kinds of efforts to publicize their products and services. Finding an audience, via marketing organic or paid campaigns, and creating a leads pipeline, is the intent of every business. Converting those leads into customers is next on the list. Having potential customers and prospects buy a product or service is the successful endpoint of the marketing and sales pipeline. Lots of marketing efforts are invested by businesses in content marketing, namely the marketing strategy aimed at distributing consistent value content to attract and retain an audience. It is the hope that creating content would drive leads for your business, and they would later convert and generate revenues and profits.
As mobile applications exponentially grow, with over 3.5 million of them on the Google Play store and over 2 million on the Apple App store, so does the need to better understand user behavior. In order to better understand user engagements and to correctly track user behavior, companies must use analytics tools to comprehend their customer interactions. Getting to know your users through analyzing the way they operate applications becomes a challenge when addressing millions of actions. When aiming to analyze such user experience and user behavior, a business must take into account that they are multi-faceted, constantly changing, and ever-more challenging.
Trying to describe the amount of data we produce is becoming more complex. We are now talking in petabytes, an extraordinary unit of digital data (with one petabyte equaling 1,000 terabytes). There are estimates that one petabyte equals 500 billion pages of standard printed text. Imagine that. “We live in a post-corona world of data hyper-acceleration. 59 petabytes were consumed in 2021 worldwide alone. Everyone creates data, every day and all the time”, claims Ronit Atad, General Manager at Microsoft Israel. In a recent Calcalist business magazine conference, she mentioned that every minute, 6 million online orders are being made, 100,000 Microsoft Teams' conversations are taking place and 500,000 tweets appear on Twitter”.
There’s lots of talk about what makes for “Product led growth” companies, but at the same token, similar attention should be given to “Customer obsessed” organizations. Or is it actually the same thing?
The simple cycle of a customer buying products and services, and then commenting about them on one of the many online platforms for companies to analyze his voice, continues all the time. Data tracked from a customer experience, or the many customer interactions, turns into an analysis of customer sentiment. So customer sentiment tells a company how customers generally feel about the brand, specific products, and services or about the business's social media presence. A customer sentiment analysis shows in the brand sentiment score, which is calculated as the percentage of positive comments, at a defined time period, out of all positive and negative comments. Such analysis takes place via an AI and machine learning operation to evaluate real-time millions of customer conversations all over the open web as well as internal sources such as ticketing systems or chats.
“There’s no such thing as bad publicity, as long as they spell your name right”. That famous quote is credited to American showman and circus owner P.T. Barnum (1810-1891). A similar saying came from Irish poet and playwright Oscar Wilde (1854-1900) who claimed that “there’s only one thing in the world worse than being talked about, and that is not being talked about”. Such a need to get free (or paid) publicity served marketers and advertisers for decades. However, there is one major issue with both of these quotes: they became famous in an age with no digital platforms. While both sayings were already debatable in a day and age with much fewer media outlets, since bad publicity could destroy a company or a man’s reputation even then, in today’s world such a situation is a lot more complicated.
Every game studio wishes to increase its player base, but now there are new directions and opportunities to achieve just that. Player insights data analysis helps businesses in a variety of ways. Understanding the user experience based on what exists vs say helps the research process of trying to improve games and features. Insights and data from those players can additionally help the conversion of new prospects into paying users.
How does a lawsuit and a war-related incident affect a company’s business? And what can it learn from what consumers have to say about it? American freelancing platform Upwork, being named recently to Time’s list of 100 Most Influential companies of 2022, allows clients to interview, hire and work with freelance agencies through its platform. In 2017 alone, for example, the company had over twelve million registered freelancers and five million registered clients.
When receiving an original skateboard from Tony Hawk, little did Blake Andrews and Frank DeMarco know that their next game, Scrapeboard, was on its way to their development tables. The creative indie gaming community is alive and kicking, and there are countless new games waiting to be found and enjoyed by players. Although at Affogata we work with the world’s top gaming studios, companies that deal with oceans of player feedback, we’re still amazed by the power of indie creators. Above all, we’re curious to learn more about how they gather feedback from their players and how it affects their creative process. Welcome to Affogata’s Indie Spotlight series covering the hits of tomorrow, before they know they are.
Inspiration can come from millions of places. For David Branco, it was a mix of his gaming interests, current life changes, and childhood background that inspired him to create his latest game ‘An Otter’s Tale’. As the gaming industry continues to grow immensely, Affogata works with top leading gaming companies to analyze and bring the players’ voice to the center of the organization. However, as we get to know more about the industry, we can’t look away from the incredible Indie developers who bring a different perspective to the industry and for whom we wanted to give space to showcase their games and how they gather and utilize player feedback.
