Monetisation platform PlayHaven has unveiled a new tool designed to help segment a game's userbase so developers can better understand player behaviour.
Said tool, rather plainly called User Segmentation, is designed to break down users to a "granular" level, enabling developers to pin down the context in which individual players are playing.
That means getting a fix on their location, language, network connection, hardware, OS et al, as well as their engagement level and spending behaviour.
Haven for all
In short, the idea is to stop developers treating their audiences as one mass.
Developers have to think of them as individuals, and tweak gameplay in different areas to ensure that as many as possible care catered for.
Those utilising User Segmentation should, for instance, be able to better engage with whales with the tool's additional data in their pocket, also converting "purchase prone users" into "spending players", as well as altering the frequency of in-game ads to keep players sweet.
A matter of potential
The addition of a real-time user segmentation tool will enable developers to better understand their audience and hence better manage them, reckons CEO Andy Yang.
"Most mobile game developers are not monetising their audiences as well as they could be," he commented.
"The key to maximising revenue is understanding who your users are and where they are in the lifecycle of your game. PlayHaven's user segmentation tool is designed to help developers take action in real-time in order to capture what are otherwise missed opportunities."
Companies such as Glu Mobile, Booyah and Namco Bandai are already using the features, which are fully integrated within the latest version of the PlayHaven SDK (v1.12.1).
You can find out more about User Segmentation on PlayHaven's website.
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With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.
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