GamesAnalytics publishes Player Relationship Management (PRM) whitepaper – the new doctrine in free2play games

1st November 2012:  Predictive analytics specialist GamesAnalytics, has published The Science of Listening: - A Guide to Player Relationship Management (PRM), a whitepaper that provides comprehensive in-game messaging guidelines for games developers and publishers.

PLEASE NOTE: Our FREE whitepaper: The Science of Listening is available from the main DOWNLOADS page.

The growth of social networks and mobile, alongside the advent of the free-to-play model, has seen a huge diversification in who is now playing games and the growth in analytics means developers and publishers have the kind of direct (customer) feedback from their players that sectors such as retail and finance have long had access to and used to improve their products and services (CRM)

The whitepaper explores the ways in which granular real-time player data and sophisticated predictive modelling techniques are being used to create effective personalised messaging strategies which maximise player engagement, retention, social influence and revenue proposing PRM is the new doctrine in games.

The 15 page whitepaper provides developers and publishers with a deep understanding of the fundamental rules and frameworks for creating an effective player relationship strategy.   From understanding the importance of player segmentation and player lifecycle management, to outlining the principles which underpin effective messaging, the paper provides a comprehensive introduction to PRM.

Mark Robinson, co-founder & COO, GamesAnalytics, commented: “As an industry we need to recognise that one size no longer fits all in games and sophisticated segmentation and messaging techniques are becoming essential tools for developers and publishers.

“While Player Relationship Management is fundamentally focused on improving player engagement, it also helps retention and monetization generating revenue uplifts in the range 20-40%, which in our opinion makes PRM a very compelling proposition.”