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Brandon Hsiung Riot Games Director of Insights [email protected]
Riot Games’ Insights Evolution A Journey to Become More Player-Focused
RIOT HEADQUARTERS
1700+ RIOTERS
1,700+ RIOTERS IN 17 OFFICES
1700+ RIOTERS
7.5MILLION
PEAK CONCURRENT PLAYERS
STATS RELEASED JANUARY 2014
67MILLION
MONTHLY ACTIVE PLAYERS
MORE THAN 27MILLION
DAILY ACTIVE PLAYERS
MORE THAN MORE THAN
LEAGUE PLAYER BASE
ESPORTS
INSIGHTS @ Riot We strive to empower Rioters to make player informed strategic decisions &
data-powered products
INSIGHTS @ Riot
ANALYTICS Allows us to measure,
investigate and analyze player behaviors
DATA SCIENCE Gives us the ability to
apply science to behaviors in-game to develop models and
products
RESEARCH Equips us to understand
the wants, needs, behaviors, attitudes and relationships of players
TECH Enables us to ingest,
store, process, and serve up our
player data
We want to be TRUSTED advisors
We were disjointed We were on the outside
We were acting as a service
Disjointed
Engineering
Data Tech
Player Experience User
Research User
Experience
Publishing Market
Research
Business Intelligence
Predictive Analytics
Web Analytics
How could we gain their trust if we weren’t unified?
*Insights related disciplines org chart circa 2012
Culture &
Organization
Disjointed
Symbols Stories Structures
Disjointed
Symbols Stories Structures
Disjointed
INSIGHTS @ RiotWe strive to empower Rioters to make player informed strategic decisions &
data-powered products
Symbols Stories Structures
Disjointed
Symbols Stories Structures
MONTHLYINSIGHTS
Oct 12, 2015
February 4th 2015Insights Offsite 2015
Disjointed
INSIGHTS @ Riot
ANALYTICSAllows us to measure,
investigate and analyze player behaviors
DATA SCIENCEGives us the ability to
apply science to behaviors in-game to develop models and
products
RESEARCHEquips us to understand
the wants, needs, behaviors, attitudes and relationships of players
TECHEnables us to ingest,
store, process, and serve up our
player data
Symbols Stories Structures
Unified Disjointed
INSIGHTS OPS Enables Insights to deliver
extraordinary value
INSIGHTS @ Riot
ANALYTICS DATA SCIENCE RESEARCH TECH
We built a foundation of trust We were on the outside
We were acting as a service
Tech
Research
Data Science
Analytics
Insights
Team Team Team Team
At first, we did really well…
Tech
Research
Data Science
Analytics
Insights
Team Team Team Team
Outside
Due to increasing demand, we lacked alignment, so…
Team Team Team Team Team Team Team Team
…couldn’t prioritize …lacked context …had no influence
Tech
Research
Data Science
Analytics
Insights
Team Team Team Team
Outside
Team Team Team Team Team Team Team Team
Product
Production
Design
Engineering
Dev Mgmt
Insights
Art
Central Embed
Insights
Team Team Team Team Team Team Team Team Team Team Team Team
Inside Outside
For Embeds, how do we know they’re effective?
Ensure you Embed at the highest scope possible
Prod. Prod.
Initiative
Game
Prod.
Initiative
Prod.
Embed
Here
Revaluate placement every 3-6 months
For Central people, won’t they get left the scraps?
Non-embed Products
Product-specific needs
Central Embed
Company-wide needs
• Player segmentation • Competitive analysis • Cross-game economy study • Regional variation study • R&D • …and many more
0
5
10
15
20
25
30
35
13 14 15 16
# of
Rio
ters
Year
Embeds
Forecast
We built a foundation of trust We embedded to create alignment
We were acting as a service
Can you get me the sentiment results for Shurima? Q: Sure, here’s the report with the lab results and analytics A:
Service
Service
We were present, but didn’t have a
presence
Service
Team
Production
Design
Engineering
Dev Mgmt
Insights
Art
How do we move beyond a historically
weak “pull” & non-existent “push”
relationship? Pu
ll Push
Service
Team
Production
Design
Engineering
Dev Mgmt
Insights
Art
Stakeholders weren’t educated enough to ask the right questions
Pull Embedded even more!
Built education programs • Data 101 • Taste the Insights Launched Knowledge Platform • Knowledge@Riot
Push Push
Team
Production
Design
Engineering
Dev Mgmt
Insights
Art
We lacked roles to drive and represent Insights
Pull
?
Crafted three roles • Delivery Lead • Strategy Lead • Data Lead
Advisor Service
We built a foundation of trust We embedded to create alignment
We became advisors
DISCLAIMER The journey we took isn’t for everybody • Costly to maintain identity • Going native is a risk • Can’t address as many problems • Need to constantly evolve
Build a foundation of trust Embed to create alignment Be a presence, not just present + Trusted Advisor
Trusted Advisor + Player-Informed Mission
Player-Focused
Questions?
Brandon Hsiung Director of Insights @ Riot Games
BHSIUNG @ RIOTGAMES.COM
