The free-to-play games industry exploded in the last few years and shocked developers and consumers alike by the fact that supposedly free games can actually earn more money than premium titles. Most of this money is earned from a select few whales, effectively funding the game for the hundreds of people who never spend a cent. Identifying and milking those whales has become a major part of the business.
In an anonymous post on Touch Arcade, a free to play senior producer explained just how important and ubiquitous data mining is for the industry.
This isn’t an article about the evils of free to play manipulation to get you to spend money. This is about how we can target you, because we (and our partners) know everything about you. We know where you live, we know your income level, we know your relationships, your favorite sports teams, your political preferences. We know when you go to work, and where you work. We can target an event to start for you when we know you have a long weekend coming up. We own you.
It all started innocently enough, with developers wanting to know about player experiences when games were perceived as too difficult. However, over time, that expanded into learning about unique tastes and interests and using those to a sales advantage. Facebook in particularly has expanded the data available for free-to-play game developers.
And if you are a whale, we take Facebook stalking to a whole new level. You spend enough money, we will friend you. Not officially, but with a fake account. Maybe it’s a hot girl who shows too much cleavage? That’s us. We learned as much before friending you, but once you let us in, we have the keys to the kingdom. We will use everything to figure out how to sell to you. I remember we had a whale in one game that loved American Football despite living in Saudi Arabia. We built several custom virtual items in both his favorite team colors and their opponents, just to sell to this one guy. You better believe he bought them. And these are just vanity items. We will flat out adjust a game to make it behave just like it did last time the person bought IAP. Was a level too hard? Well now they are all that same difficulty.
The quantity of data is simply staggering, though. The senior producer says he no longer even knows how much data they are collecting. At one time, they were generating around 20 gigs of player data per day, while other games are grabbing 100, 200 or even 300 GB a day. While some of that info might be about crashes, most is from ad networks and includes demographic data as well as info on your interests, etc. And it’s not just taken from those free-to-play games themselves.
Normally I implement 20 to 30 different 3rd party SDKs into a game. Some of these help us track events or crashes, some are ad networks, others more demographic data. All of these networks are gathering as much, if not more data on you. Worse yet, they are all networked. Let’s say your in some app that wants to know if you are Male or Female, and what age range you fall under. Well that app shares that data with it’s ad network. Guess who else uses that same ad network, we do! Now we have that data, without even asking for it.
Big brother really is watching, and trying to get your money. The next time you see in in-app-purchase that seems like something that you simply can’t resist, that’s probably because it was built exactly for you. It just sounds too creepy that companies are actually out there, tracking my interests and purchasing habits so that they can sell me even more stuff. I generally only play premium mobile games anyway and avoid any in-app-purchases, but if I were identified as an N7 whale and had options to re-skin my other games to look like Mass Effect, I would probably jump on that micro transaction.
And thus, I am afraid of every app I’ve ever installed on my phone. Just how much do all these companies know about me? How much do they know about my interests, my spending habits and any other things that influence my day to day life? I feel so exposed and violated, especially because I “willingly” gave up so much information about myself.
Last Updated: September 17, 2015
Ottokie "Yahtzee"
September 17, 2015 at 14:41
Suddenly all those years of actually going outside seems more private.
Spathi
September 17, 2015 at 15:03
Comment of the week for me. This is so true, and a rare pearl of wisdom on Lazygamer!
HairyEwok
September 17, 2015 at 15:05
Unless you’re a famous superstar…. Then you would have to remember to put pants on before going outside.
Ryanza
September 17, 2015 at 15:13
http://www.outsidethebeltway.com/wp-content/uploads/2013/04/Outdoor-Surveillance-Cameras-570×378.jpg
Splooshypooh
September 17, 2015 at 14:42
Those comments are scary! But i dont think it’s so bad that they have my info, they might show me an ad for something i actually want/need? Also, with that much info on people it’ll take years and years and great big teams of researchers to actually identify a single person, let alone the effort it would then take to do anything bad. It’s just marketing, after all.
Ryanza
September 17, 2015 at 14:48
Don’t Support DRM.
Ryanza
September 17, 2015 at 14:56
Windows 10 a major data mining operation.
When you buy a PC game you have to connect to the internet to enter a code and have Steam running while it updates and download day 1 patches.
When Origin started Germans went nuts about Origin scanning through all files on the computer.
Microsoft pushing for an always online console. It will happen with next consoles.
Don’t Support DRM.
HvR
September 17, 2015 at 16:54
Playstation relaying your Freudian sexual fantasies involving your mom.
Do not think Nintendo does data mining, not even Nintendo wants to know whats goes on in there Pikachu humping, Pokeball rubbing clients’ private lives.
Alien Emperor Trevor
September 17, 2015 at 14:53
Honestly, that sounds far too melodramatic to be true.
It’s funny how people think more data is always good. People are drowning in useless data, and they conflate data with information. Data’s only worth something when it’s processed into information. You can only predict behaviour with any confidence when it comes to groups. Individuals – not nearly as predictable from marketing data as they’d like you to believe.
RinceThis
September 17, 2015 at 15:42
Well they kindda can be. If you know what brand someone likes you can market that product at them specifically, or things related to it that others with the same taste may also like.
Alien Emperor Trevor
September 17, 2015 at 15:53
If that were true Youporn would be showing me WiiU adverts every day. I mean… um… LOOK OVER THERE!
If by kinda you mean 50/50 – sure.
Grand Admiral Chief
September 17, 2015 at 15:54
O_O
Alien Emperor Trevor
September 17, 2015 at 15:53
If that were true Youporn would be showing me WiiU adverts every day. I mean… um… LOOK OVER THERE!
If by kinda you mean 50/50 – sure.
Kromas untamed
September 17, 2015 at 14:58
“but if I were identified as an N7 whale and had options to re-skin my
other games to look like Mass Effect, I would probably jump on that
micro transaction.”
Dead Space N7 Skin. 😛
Captain JJ Fantasticus
September 17, 2015 at 14:58
The things you own end up owning you?
(where’s Hammer?)
Grand Admiral Chief
September 17, 2015 at 15:32
He is being owned by his company, kinda ironic
David
September 17, 2015 at 15:02
“We own you.”
Um, well we pay your salary so actually…
HairyEwok
September 17, 2015 at 15:03
You sound like one of our reps here…. I bring the ads in therefore I pay your salary…. Would be a shame if I suddenly decide not to create an ad anymore. XD
Brady miaau
September 17, 2015 at 15:19
Always the case. Marketing things they are the bomb, all others hang on their coattails Except engineering thinks the same. And production. And so on.
Loudest voice wins that one, sometimes. Very unfortunate.
I, of course, carry everyone. (I think exactly the opposite and want team play above almost all else)
Alien Emperor Trevor
September 17, 2015 at 15:21
I WIN!
Brady miaau
September 17, 2015 at 15:22
Well, yes. of course you do.
Just, whatever you do, do not step into the machine with a bit fairy cake at the back. Please.
Alien Emperor Trevor
September 17, 2015 at 15:04
Brady miaau
September 17, 2015 at 15:14
Android is, in one real respect, worse than my windows phone.
I used the same apps on the different OS’s. Not once on Windows did I feel the App was “using me” or whatever. Now I get app adverts in my notification screen AND I sometimes get pop up adverts, traced that back to an app I used on my windows phone for two years. What the hell? It is intrusive to say the least.
AND why do so many apps want access to your entire phone? It is not needed. Bastards.
Just say no.
Captain JJ Fantasticus
September 17, 2015 at 15:16
Agreed
Brady miaau
September 17, 2015 at 15:22
To the point that when a windows phone comes out with better hardware, I will buy it. I went with the Android because I wanted a great camera, to take killer photo’s of my daughter and the very interesting stuff she does.
Ryanza
September 17, 2015 at 15:26
https://c1.staticflickr.com/5/4149/5155389799_829f6e7a1b_b.jpg
Brady miaau
September 17, 2015 at 15:29
Yes, but a phone is typically in my pocket and thus very handy to capture the odd moment, which is often time critical. You know, on the swing at the park, or climbing the jungle gym and vaulting off the side and squealing with laughter at the “fall”
AND I do not own a camera. Never have.
Captain JJ Fantasticus
September 17, 2015 at 15:28
I’ve never had any issues with android. No problems at all. But I don’t use anything on my phone but the messenger, the camera and the call function. That’s all a phone is to me.
I hate the new-age windows, feels incredibly gimmicky, but that said, it works very well on phones.
Grand Admiral Chief
September 17, 2015 at 15:30
BIRTHDAY BOI!
Captain JJ Fantasticus
September 17, 2015 at 15:31
😀
Grand Admiral Chief
September 17, 2015 at 15:32
You’d better keep an eye (hehe) out for the ION article…
Brady miaau
September 17, 2015 at 15:33
Well, happy birthday!
I am doing that next week. Yay. Getting bioware ships, Mass Effect. Looking forward to that!
Captain JJ Fantasticus
September 17, 2015 at 15:35
Yea yea! Thanks. I’m at home, chilling.
I’m actually downloading Mass Effect 2 now too.
Grand Admiral Chief
September 17, 2015 at 15:35
Finally playing?
Alien Emperor Trevor
September 17, 2015 at 15:36
I was going to wish you happy birthday, but then I saw that. The first part that is, downloading ME2 is fine.
Captain JJ Fantasticus
September 17, 2015 at 15:38
I never go to work on my birthday. I like to be happy on my birthday.
Alien Emperor Trevor
September 17, 2015 at 15:39
It’s not all about you!
Brady miaau
September 17, 2015 at 15:39
I have been signing leave forms this last week, all for my birthday. Judging by that, I think I must NOT take leave for my birthday. Quiet day for me!
More admin work done then.
Captain JJ Fantasticus
September 17, 2015 at 15:42
Then that’s not too bad actually.
Brady miaau
September 17, 2015 at 15:43
Sort of like working through December, till day before Christmas. Quiet, peaceful. Yes.
Captain JJ Fantasticus
September 17, 2015 at 15:54
I always work through December and I don’t mind it much either. Roads are quiet, office is quiet.
Captain JJ Fantasticus
September 17, 2015 at 15:54
I always work through December and I don’t mind it much either. Roads are quiet, office is quiet.
Alien Emperor Trevor
September 17, 2015 at 15:39
Actually, I do the same haha.
Brady miaau
September 17, 2015 at 15:37
Awesome!
ALL the DLC from the start please. AND play slowly, do every single side quest when you see it, explore everywhere AND then do the main story. No spoilers, but just, you know, trust me.
Captain JJ Fantasticus
September 17, 2015 at 15:38
Will do. Quite excited about it.
Brady miaau
September 17, 2015 at 15:38
you should be………
It is a ride you will not quickly forget
Captain JJ Fantasticus
September 17, 2015 at 15:40
Excellent
Will probably only settle into it tomorrow though.
RinceThis
September 17, 2015 at 15:42
Oh yeah! I look forward to some cake tonight! Happy birthday man!
Captain JJ Fantasticus
September 17, 2015 at 15:44
I hope there’s cake too.
I just need to know where that is. ;P
RinceThis
September 17, 2015 at 15:44
The cake is a LIE! BWAHAHA! Happy Birthday THAT!
Captain JJ Fantasticus
September 17, 2015 at 15:54
Hahaha
Captain JJ Fantasticus
September 17, 2015 at 15:54
Hahaha
Grand Admiral Chief
September 17, 2015 at 15:44
My house, bring beer, and biltong, and cake
Brady miaau
September 17, 2015 at 15:44
First birthday as a married couple? I am sure there will be cake, with a nice meal planned for you and so forth.
Grand Admiral Chief
September 17, 2015 at 15:46
Oh there will be cake….a special kind!
Alien Emperor Trevor
September 17, 2015 at 15:54
Carrot?
Captain JJ Fantasticus
September 17, 2015 at 15:55
That’s not special enough!
Though it is rather wonderful.
Grand Admiral Chief
September 17, 2015 at 15:58
I see the reference went right over you
Captain JJ Fantasticus
September 17, 2015 at 16:04
Nah, not at all. Just like cake a lot.
Grand Admiral Chief
September 17, 2015 at 16:05
Ek verkies ‘n tert…
Alien Emperor Trevor
September 17, 2015 at 16:06
Warm appeltert?
Captain JJ Fantasticus
September 17, 2015 at 16:08
Mmm. Probably me too. Lemon Meringue
Alien Emperor Trevor
September 17, 2015 at 16:08
Much better, my favourite too.
Captain JJ Fantasticus
September 17, 2015 at 15:55
That’s not special enough!
Though it is rather wonderful.
Grand Admiral Chief
September 17, 2015 at 15:58
Ewwww RinceCake!
Alien Emperor Trevor
September 17, 2015 at 16:00
What? No, sies.
HvR
September 17, 2015 at 16:58
https://s-media-cache-ak0.pinimg.com/236x/68/90/0a/68900a62bb2c2d6e56e343ed0aacb779.jpg
Alien Emperor Trevor
September 17, 2015 at 15:54
Carrot?
Captain JJ Fantasticus
September 17, 2015 at 15:54
😀
Possibly
Captain JJ Fantasticus
September 17, 2015 at 15:54
😀
Possibly
Brady miaau
September 17, 2015 at 15:31
It works damn well on phones. But I have yet to see Windows 10 on the phone, very interested to see that.
You see, I think Google secretly make a bit of dosh out of the open adverts on the OS. Will MS go the same way?
Captain JJ Fantasticus
September 17, 2015 at 15:33
Good point. I wonder. Seems to be swinging in that direction, sadly.
But I must agree with you. If Windows had decent hardware I’d struggle not to switch to it.
Grand Admiral Chief
September 17, 2015 at 15:35
The app store on windows phone is TERRIBLE, 90000 worse than Play Store
Brady miaau
September 17, 2015 at 15:36
That is true. But I did not massively care. I want Calendar integration with my PC, Task Integration, maybe a news app or two. AND some other cute apps, but very few.
Captain JJ Fantasticus
September 17, 2015 at 15:36
What’s a Play Store? ;P
I don’t use apps and games on my phone. It’s for calling and getting messages. I’m an old soul that way. 😉
Grand Admiral Chief
September 17, 2015 at 15:30
Adblock dude, just do it
Brady miaau
September 17, 2015 at 15:33
IS that an app for the phone? I have that as PC plug-in. Ok, thanks.
Grand Admiral Chief
September 17, 2015 at 15:34
Yes it is, takes a bit of a bypass way to install on android, but oh how wonderful it works!
Pariah
September 17, 2015 at 15:26
And this is why I’m happy with my old-ass Blackberry without any apps on it. Make and receive calls, and can Whatsapp. Done.
Deceased
September 17, 2015 at 15:28
And I’m just sitting here like “Whahahaha, I knew there was a reason why I’m instinctively paranoid” XD
I love my cheddar and am not giving it away :/
Grand Admiral Chief
September 17, 2015 at 15:33
Haha, whales
Grand Admiral Chief
September 17, 2015 at 15:33
http://i2.cdn.turner.com/money/2012/05/11/markets/white-whale/white-whale.top.jpg
RinceThis
September 17, 2015 at 15:34
And that’s why you won’t find me playing this crap! *heads off to facebook.