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Presentation delivered at GDC 2013 regarding the analysis of online conversations among gamers to gain meaninful insight.
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Smack Talk, Big Data, and LocalizationLiesl Leary
March 2013
Vote by Clapping: Stuff Gamers Like
CLAPPING The Big Data of the Ancient World
Online conversations = unstructured data (a lot of it)
Meaningful insights=*which markets should we localize into?
*what kind of slang do players use?*what do gamers want?
*what will gamers pay for?*what kind of gamers do I have?
*how can we get more registrations?
Examples of online conversations
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Emotional
Rational
Behavioural
Customer Relevance Scores: I think….“Blizzard is too complicated in they way they talk to me”“Cityville doesn’t use my language”“I need to get more rewards by adding more friends to this game”“I should share my prize with other friends”“I’m not trying hard enough”“It’s hard to understand the rules of this game”“I am wasting time by playing this game.”
Brand Commitment Scores: I feel….“Envious for not having achieved more in this game”“Bored waiting to progress in this game”“Stressed, isolated and frustrated”“At the mercy of luck & have no control over my score”“Inadequately trained to play”“That the sequel is not living up to promises”“That more friends would make this more enjoyable ”
Product Commitment Score: I do….“Spend my money to purchase this game”“Spend my time doing mundane repetitive tasks rather than doing what I’m paid to do”“Everything myself”“Ignore a lot of what I’m sent”“…not believe a lot of what X says”“…not make the most of the tools available to me”“…not invest time in my development”
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Key Campaign Milestones
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S’up?
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Product Commitment in 4 Countries
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From Data to Meaning
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Big Data•QUANTIFIES sentiment through the Customer Commitment Framework
•Generates more than 50K words per project/per language
MT•Typical time constraint is 2.5 weeks for translation for any volume of words. MT achieves this goal
Linguists
• QUALIFIES the data for meaning
• Professionally translates what is important
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Your Presenter
Liesl Leary, SDL Global [email protected]: lieslramaLinkedin: www.linkedin.com/in/lieslleary
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This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or
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