4 ways advancements in behavior analysis are changing the game industry

The global games market is projected to reach $90.7 billion by 2020. But gaming companies have a huge problem to overcome: their metrics. They often struggle to collect, interpret and visualize user interaction data, which is imperative for understanding, learning from and predicting behavioral trends.

However, it’s not for lack of trying. A majority of online game companies are cobbling data together that is stored in many different places trying to achieve a unified behavioral view. Unfortunately, this approach only shows bits and pieces of the customer journey — very few companies actually understand the entire customer journey.