The makers of World of Warcraft is using a range of tools to extract business value from its huge volumes of gameplay data.
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For anyone that has played one of their wildly popular games, Blizzard Entertainment takes detail seriously. Unsurprisingly, every single action taken within a Blizzard game (World of Warcraft, Diablo, Hearthstone, Starcraft and awaiting release Overwatch) is recorded and analysed so that the gaming experience can be improved for users.
Now the company is looking to use its gameplay insights to deliver real benefits to the business and to improve customer experience.
For example, by feeding player activity into a dashboard and looping that back into the CRM system, designers can make informed decisions in terms of what to build next based upon where players are actually spending their time in the game, instead of what they are reading about on Reddit, said Jon Gleicher, business and gameplay insights manager at Blizzard, speaking at Gartners Business Intelligence and Analytics Summit in London this week.
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