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Free to Play Summit: The Road Less Traveled in F2P Player Research

Dmitri Williams (Associate Professor, Annenberg School for Communication)

Jeremy Ballenger (Head of WGBI Analytics, Wargaming)

Location: Room 2016, West Hall

Date: Monday, March 16

Time: 2:10pm - 2:40pm

Pass Type: All Access Pass, Core+Summits Pass, Summits Pass - Get your pass now!

Topic: Free to Play

Format: Session

Vault Recording: TBD

Audience Level: All

Last year, Wargaming opened its data warehouse and survey system to a team of 25 professors, PhD students and post-docs at USC, who launched 15 projects investigating the player base, its motivations and psychology. It is the largest industry-academic collaboration ever conducted. The session will share unusual research findings, especially focused on counter-stereotypical populations. In particular, it will focus on different player age groups, which defy stereotype, and on players who prefer to play alone while in an inherently social space. By building social networks, using psychographic surveys, and combining it all with in-game data warehouse data, there is an unusually complete picture of each player, as well as their communities.


Attendees will learn how Wargaming's research division has focused on unusual findings and approaches. We will share survey and big data results from a joint academic-industry partnership with USC, including how we did it, what we found, covering player age and their socializing. We'll also debut a related TV spot.

Intended Audience

Developers, live ops, UA, marketing and customer relations teams who want to learn about new approaches, as well as some of the latest insights from our team. There are no prerequisites to attend and benefit.