Gaming revenues growing four-fold in five years. Terabytes of big gaming data harnessed for agile and effective real-time decision making. And visual analytics delivered in minutes, compared to weeks sometimes using the previous business intelligence (BI) solution. These are just some of the highlights of IsCool’s use of the Tableau Software real-time visualization analytics solution. By understanding more about gamers’ preferences, behaviour, and needs, this leading European social gaming provider is increasing the size and number of its global gaming communities at a remarkably low cost of ownership.
A Leader in the Online European Gaming Market
IsCool Entertainment is a European leader in social gaming, bringing together 2.8 million users on Facebook and other media with interactive games like IsCool, Stars Connect, and Temple Of Mahjong. A catalyst for the company’s success is a laser-like focus on BI: a rigorous approach to analysing customer profiles, user adoption, and gaming use.
Three years ago, when IsCool had 400,000 users and revenues of $3 million, the Paris-based company relied on a basic approach to data integration and BI for decision-making: open source integration tools and commercial BI visualization software. Today however, with 18 million user-generated actions occurring every day and revenues four times higher than in 2009, the focus is on agile big data analytics.
“Gaming data is growing exponentially and it’s moving in real-time,” explains Gaëlle Periat, digital analyst at IsCool. “We collect data from application logs, Facebook insights, and analytics tags. It is imperative that this data is in the hands of the business decision makers immediately, so they can make timely offers to gamers, make decisions about game development, and steer advertising programs for maximum impact.”
IsCool also needed a flexible approach to the way data was visualized and presented. Game designers, for instance, wanted visual, easy to understand graphics so they could tie new features onto existing popular ones. Programmers were more comfortable looking at reports from the technical log files. Senior IsCool business executives meanwhile wanted at-a-glance view of revenue forecasts, pipeline, and advertising spend.
QlikView Reports Outdated the Moment They’re Ready
Until recently, IsCool relied on a QlikView tool. According to Gaëlle Periat, the closed nature of the technology meant a data analyst was always on stand-by to help with the data integration. “Every time a director asked for a report, we needed to do some scripting which inevitably delayed the findings,” she says.
In response, IsCool has standardized on a Tableau real-time visualization analytics solution. The best-in-class solution for collaborative, rewarding, and effective BI is used by 20 staff throughout the company to accelerate timely, trusted decision making. IsCool can report immediately on the number of users for its games (traffic), which features are most commonly used, how long people play for, which downloads are most popular, and more.