Big data Boost mobile gaming industry to tap more business applications

The gaming industry is speeding up mobility, according to the "Cnnic 34th Survey Report", as of June 2014, China's online game users reached 370 million, of which mobile gaming users size of 250 million, the scale of 36.48 million growth, mobile phone game user growth is the first half of the game user growth is the most important driving force.

Mobile game retrieval explosive growth

Because of the habits and preferences of mobile game players and the PC side is very different, how to accurately locate players, effective promotion, these decisions require high-quality data support, large data analysis is the best choice. In the mobile internet era, which platforms can provide the most authoritative, most effective data analysis? The platform must have the following two features: The coverage of the user is broad enough to effectively collect user information.

In this regard, mobile search is undoubtedly the most ideal tool. CNNIC data show that as of June 2014, the number of mobile phone search users reached 406 million, the use rate of 77%. Mobile search has surpassed mobile news, becoming the second largest mobile phone application in addition to instant messaging. In terms of search content, the data show that China Mobile search users of the main search content is entertainment information, which shows that mobile search is taking on more fragmented entertainment capabilities.

In the mobile search field, as of the 2nd quarter of 2014, Baidu Mobile search demand share reached 75.2%. Baidu data show that in the summer of 2013, the mobile phone end of the game to retrieve the crowd for the first time over the PC side, reflecting the mobile phone game explosive growth and the importance of the wireless portal increased year by year As China's largest search platform, Baidu has the most access to the Super app, its mobile search data has become a microcosm of the industry.

Use large data to gain insight into the mobile trend of gamers

"In this era, the product is very much, is a product of the era, the more in this era, the more accurate customer positioning, only accurate customer positioning, in order to effectively bring down the cost of marketing and conversion rate of rapid improvement," Innovation Workshop senior investment manager Gao Xiaohu said.

Gaming companies can use large data insights into the mobile trend of 90, 95 after the main consumer population. As of last quarter, Baidu has cooperated with more than 230 game vendors, among which there are many successful big data marketing cases.

To hand Tour "Plant vs Zombies 2" as an example, through Baidu Sinan analysis tools can be concluded that the target group of nearly half of the students party, in the Beijing area to five crossings and zhongguancun heat highest. Therefore, in the actual implementation of marketing activities, the game brand also through Baidu Mobile end lbs geographical fence function, will focus on the promotion of more than two school-intensive areas, and achieved good market response.

Big data boost gaming industry to tap more business applications

Not only in the game promotion aspect, the big data is also significant to the game enterprise other work. such as Baidu to the game industry can be used in the large data model for carding, may be divided into search behavior, click Behavior, the user's natural attributes and transformation behavior of four dimensions. Different segmentation data can support a wide variety of business applications. Whether it is macro-industry trends and patterns, or micro-level such as the choice of spokesmen, large data analysis can give corresponding guidance. Baidu has been put into operation BES can provide RTB services based on user conversion behavior, and its data computing level is the world's leading. With the increase in Baidu's large data capabilities, Baidu will develop more large data analysis models for gaming enterprises to provide more in-depth analysis services. It can be foreseen that the future large data analysis will penetrate into the game enterprise's various work links.

(Responsible editor: Lu Guang)