GDC 2025 Session Viewer
Improving Live Service Monetization Through Player Telemetry Enabled Marketing
Richard Goldsmith (Senior Manager, Deloitte Consulting)
Pass Type: All Access Pass, Core Pass - Get your pass now!
Track: Business & Marketing
Format: Lecture
Vault Recording: TBD
Audience Level: Intermediate
Tying player telemetry and past in-game purchases to a dynamic offer system is a rare step in the industry, despite its proven impact on monetization rates and average player spend, as well as player satisfaction. After all, expecting players to dig through in-game marketplaces for preferred products when every other digital commerce experience has trained them to expect personalized and dynamic offers is, at best, a backwards way of thinking (and at-worst, self-sabotage). Especially given that personalized offers, on average, result in 10-15% increased revenue, reduce marketing costs by up to 20%, and one major franchise that implemented a system like this drove a > $5M increase in monthly player spend.
During this session we'll explore the potential of personalized offers in in-game marketplaces, discuss why this isn't standard operating procedure, and provide reference architecture, technology, and tips that can immediately be applied and used in attendees' own projects.
Takeaway
- Understanding of the benefits of enabling personalized offers in your games
- Detailed information on the underlying challenges to implementing systems like this and how to overcome those challenges
- The technologies, reference architecture, shifts to live ops, and changes to content and marketplaces required to automate and scale this capability
Intended Audience
Intended audiences include marketing and monetization strategy leaders, data and analytics architects and leads, product leads and producers working on and managing ongoing operations of live service / multiplayer titles.
