A new white paper from CommerceCentric challenges the gaming industry’s ability or desire to really put players at the heart of everything they do
Is Your Gaming Company a “Digital First” Business? No that’s not an oxymoron. Even organisations born in the digital world do not always have a ‘digital first’ mindset in other non-product or service-related parts of the business. Being digitally ‘mature’ in business means making decisions driven by data, always putting the customer first, and aligning your operations to add customer value at every opportunity.
Gaming organisations are uniquely placed in their ability to capture gigabytes of data 24/7 in the kind of detail that other industries would give their right arms for. But despite this, although most will – rightly – use the insights the data provides to develop the game and improve the user experience, few have woken up to the invaluable marketing insights such data presents. Let alone are using it to drive a customer lifecycle marketing effort. They are still running in ‘analogue’ mode while promoting digital products.
The traditional gaming business model was built around a focus on unit sales of an individual title. But times are changing, and digitally mature gaming organisations are restructuring their organisations around creating an ecosystem of recurring active monthly users with a focus on increasing engagement from those users and in-game monetizing.
This approach recognises that although players are buying fewer games overall, the time they spend playing an individual game is rising. More gamers are also downloading the thousands of free-to-play MMORPG-type online games that are now prevalent in mobile and desktop modes, nurturing new habits and creating new communities by playing against friends and family. This presents priceless new opportunities to engage with your customers, communicate, encourage and reward them, leading to a fundamental change to the way the game is experienced.
But it takes a board-level digital first mindset to recognise that the world of gaming is changing, and a strong-willed leader to turn an organisation on its head to put players at the heart of this change
CommerceCentric’s new white paper challenges gaming business owners to get on board with the opportunities that the total digital transformation of their organisations can bring. “Seeing Through the Hype: What Digital Transformation Really Means for Business” includes a definitive guide to digital transformation and its impact in technological, people and organisational terms.
In it we strip the concept of digital transformation back to its core, breaking down the main elements and describing how traditional sales and marketing funnels have been turned upside down by the new buyer led demand economy, even in the gaming industry where digital is supposedly at the heart of everything. It challenges video game business owners to examine how they currently handle the end-to-end player relationships and whether they are truly transformative when it comes to their organisations.
Our research and experience tells us there’s still a long way to go in showing gaming companies the power of the data they hold. Using AI and machine learning, digitally-led companies in any industry are now recognising the need to invest in data analytics, allowing them to grow their revenue exponentially from data-led decisioning and marketing automation.
Digital transformation is the only way to compete and stay relevant in the current gaming market. Adapting the organisational culture to cope with changing player demands and behaviours should be a top priority. The result will not only be an engaged and revenue-driving customer base, but also an upskilled and agile workplace, well equipped to cope with whatever the future of gaming brings.
Request your free download of Seeing Through the Hype: What Digital Transformation Really Means for Business here.
To find out how CommerceCentric can help you realise the opportunities in digital transformation, contact us for a chat today.