Delivered at GameDaily Connect USA 2019. This session will explore audience management process in Wargaming. We make sense of 10 years of data, process real-time events, act on the findings and keep emotional connection with the player. We build a 360-degree player profile to improve retention, monetization and tackle churn. Outlining the core idea of product Live Operations: make the value proposition as individualized as the current technology allows, while maximizing revenue and uncovering hidden business growth opportunities. For more information about GameDaily Connect, please visit https://connect.gamedaily.biz Follow us on Twitter: https://Twitter.com/gd_connect Like us on Facebook: https://facebook.com/gamedailyconnect

1. Free To Play Audience Management through Live Operations
MAXIME MASHKOV
HEAD OF LIVE OPERATIONS NORTH AMERICA
WARGAMING

2. 2
Maxime Mashkov
Wargaming.net
Head of Live Operations,
World of tanks America
Live Ops in World of Tanks America
oversees personalized player
experience and product market fit for
North America and South America
markets through transformation into
player insights and data-driven
organization.
Intro

3. World of Tanks 3
Our product and target audience
HEAVY
METAL
GRITTY
SOLID
POWERFUL
AUTHENTIC
MILITARY
"Middle-aged male are
more likely to play this
game than other
demographic groups"
WOT 2011 Segmentation:

4. 4Audience Management
Key milestones: from first segmentation to real-time campaigns
WOT release
in EU AND NA
2011
2014 2016 2018 - Now2012
Data platform
Data processing
Data extraction
Storage policy
In-Game Segmentation
for Active Users:
shaping the first CRM
strategy
First external
segmentation:
8 lifestyle segments
for acquisition
First Real-Time
campaign:
In-game
targeted offers
Growth through Testing
and Iteration:
Exploring data, running
targeted campaigns, scaling
Adding more features to
PRMP
Integration with external
platforms
Live Operations
DEV
PUB
Data quality automation
Determine data language
Real-time data stream and
data processing

5. 5Real-time Rule Engine
Data behind the offers we see in game client
Events / Day
World of Tanks, World of Tanks:
Blitz and World of Warships
550Mln+
Raw Data / Day
15+ different data sources for each
game multiplied by regions
3TB+
Events / Second
Battle & financial logs, any logs from
any activities on our web services
40kUP
TO

6. Regular
Updates
New Content
Contests
Country holidays
(Independence day)
Server-wide
special
Global holidays
(New Year)
Premium shop offers
In-game specials
Offline
Community
events support
Personal Seniority rewards
Special offers
Personal missions
Price elasticity
tests
6
Global LocalRegional
Scope of LiveOps
We are getting granular in different Geos and levels of targeting

7. Player Centric Communication Algorithm 7
Engagement
segment
Engagement
score
(will they keep
playing?)
Monetization
segment
(do they pay?)
Monetization
score
(will they pay?) Goal Offer example
New user YES Conversion Welcome pack
New user NO
Early churn
prevention
Onboarding
educational content
Active user NO Churn prevention Retention program
Active user YES Non-paying user Conversion
Conversion test
offers
Active user YES Paying user YES Upsell
Discounts for more
expensive bins
Active user YES Paying user NO
Payment
reactivation
Special
bundles
Inactive user Re-engagement
Winback
rewards
Personalized offers automation based on predictive models

8. 8Impact Measurement
Iterating the campaigns until significant shift in behaviour is achieved
Value Proposition
What player’s problems
do we solve?
Product & Price
What exactly is offered?
Segmentation
Who is the target
audience?
Promotion
What should the offer
look like?
→ →
Significant shift in player’s behaviour?
(+ good community feedback)
YESNO ScaleIterate
→

9. 9Results
Successful campaigns allow Live Ops to run as self-sustainable service
85% of campaigns fail
(and it’s ok)

10. 10Midway Summary
Technology can not lead on its own
- Good product
- Reliable data
- Accurate prediction models
- Automated offer selection
- Automated analysis
- Informative dashboards
- Solid iteration process

11. 11Making Emotions Count
Offers should be consistent with what the player feels at that moment
Happy moment
offer

12. 12
Offers should be consistent with what the player feels at that moment
Sad moment
offer
Making Emotions Count

13. 13Key takeaways
Using data to build trust
- Good product
- Reliable data
- Accurate prediction models
- Automated offer selection
- Automated analysis
- Informative dashboards
- Solid iteration process
- Knowing players problems
- Taking player’s language
- Being honest in value proposition
- Not breaking the game
- Local and cultural differences
- Building and changing the habits
- Listening to community feedback
HARD PREREQUISITES SOFT PREREQUISITES
What’s needed to run Live Operations?

14. Thank you for your attention!
Q&A
14
Maxime Mashkov
m_mashkov@wargaming.net
telegram: @mmashkov