Game Play Analytics to Measure the Effect of Marketing on Mobile Free-To-Play Games

Dummy - Online is the most popular mobile Free-To-Play (F2P) card game in Thailand. Part of the reason is that the marketing team has created many successful marketing campaigns for the game since its inception in 2012. Though there had been many marketing campaigns, the publisher has not been able to effectively analyze the impact of marketing campaigns to the userbase and their gameplay behaviors. To deal with that, a joint study was created in which aims to utilize data analytics of gameplay metrics to address the issue. A case study was implemented by using a data analytic approach to explore the effectiveness of the marketing campaign for Dummy - Online by comparing the gameplay metrics between the pre-campaign, campaign period, and post-campaign period. K-mean clustering was used to create user-type segmentation and compared with the pre-defined user-types. Based on the results, a number of recommendations were provided for the publisher to help improve the effectiveness of future marketing campaigns.