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GDC 2022 Session Viewer

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XAI-Enhanced Data Driven Player Churn Analysis for Actionable Decision Making

Yu Xiong  (Senior AI Expert, Netease)

Location: Room 2001, West Hall

Date: Wednesday, March 23

Time: 5:00 pm - 5:30 pm

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

Topic: Business & Marketing, Production & Team Management

Format: Session

Viewing Experience: In-Person

Vault Recording: Video

Audience Level: No

This talk will introduce a new churn analysis framework for online games, which utilizes XAI to automatically mine the possible churn cases, provides actionable advice for further specific improvements, and tracks and evaluate the "post-treatment" effects for each adjustment. We will also present the valuable general principles for collecting user churn features of high quality. The whole framework consists of three stages including churn prediction modeling, explanations generation, and the intervention (evaluation included). Besides the module details, we will also give some practical examples of how to deploy our system into different types of games such as card games and MMORPGs. It is very encouraging that our system has been successfully adopted into multiple popular online games released by NetEase. Equipped by our decision support system for actionable churn analysis, these games can make swift and effective moves for keeping both the newcomers and the current active players.

Takeaway

- A good summary of the current solutions for game player churn analysis.
- An inspiration for applying explainable AI methods to automatically mine possible churn causes for further actionable decision making.
- An introduction of the whole schema for maintaining player engagement and product health.

Intended Audience

- The game designers that are eager to make games more attractive.
- The game operation/marketing teams that aim to maintain player engagements.
- The game user researchers/analysts.