Why more in-game data analysis can help make your game more alive
From a background as a SQL-based analyst, working across housing, charity and now video games over the last fifteen years, I’ve moved into a role that champions both the expertise and excellence that Analytics & Data Science have to offer, and the culture change and leadership required to ensure we all take advantage of that offering. Working in video games makes for an exciting and changeable environment, a perfect ally for the evolving world of insight, and Jagex’s spirit of adventure means I get to work with teams that embrace that fully!
Jagex uses insight to support decision-making throughout design, development and release as well as for our supporting services. We seek to provide not just benchmarks to measure performance, but also deeper insight to help understand the impact of design decisions and the nature of player communities and their interactions with each other and our games.
My role, and the focus of my teams, combine the technical and the cultural – we firmly believe that supplying metrics with no context is not effective in a creative organisation: we need to make insight real and part of the intuitive understanding that designers and product owners have as part of their domain knowledge.
Showing how Jagex has incrementally stepped up our data maturity as an organisation, I will offer a vision of how this should work to help give others context as to how to navigate that route and make it a beneficial part of their culture and growth.