GamesBeat

Playnomics figures out how game players rate when it comes to potential purchases (exclusive)

Playnomics, a startup that helps predict which gamers will be valuable to game developers, is announcing today a free player-scoring system for online game and app publishers.

This free scoring system could prove to be extremely valuable to game publishers and developers who want to know which players are the most valuable in terms of their likelihood that they will spend money in a free-to-play game, where users play for free and pay real money for virtual goods. Publishes can use it as a live, predictive customer relationship management to find the right new players for a game or app and monetize them through targeted messages that are delivered inside games.

Playnomics began sharing the scoring system for publishers in November and it is now scoring more than 20 million monthly active players across dozens of publishers, platforms and portals.

“You are how you play,” said Chethan Ramachandran, CEO of Playnomics. “Our predictive scoring system reveals hidden traits about players, and is applicable to both publishers and players of games. Just like a credit score, our scores are portable across games, and predict how a player will perform in any game environment.”

He added, “Scoring gives the marketers at game publishers a way to find the right player for their game and then message those players in-game with personal promotions. Scores also ultimately give players a way to see their play personality – how social they are, how competitive, which informs who they want to play with and what to play.”

San Francisco-based Playnomics started under the name Turiya Media. it was a winner of our GamesBeat conference’s Who’s Got Game startup competition in 2010. Turiya created advanced predictive algorithms to track hours of logged time by individual players and creates behavioral profiles based on that data.It helps publishers with figuring out a game user’s life cycle in terms of acquisition, retention and monetization.

But since that time, the company has expanded its market beyond online game publishers to any brand that has an interest in building consumer loyalty. Playnomics provides a web-based dashboard that can be integrated into a game using Playnomics applications programming interface in a short time.

The dashboard shows how players rate when it comes to loyalty, attention, intensity, and monetization. It assigns them a personality score such as “social, competitor or explorer.” Publishers can use the tool to segment players by their activity, acquire new users whose scores indicate they would be a good fit, retain and monetize existing players, and benchmark scores against other games.

Publishers and platform owners can get the data at http://www.playnomics.com. In the coming months, publishers and game portals will be able to reveal Playnomics scores directly to players, giving the players a new way to find other players with similar behavior.

 


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