Sega amps up mobile games with data analytics

Sega is streamlining its mobile game business with Qlik Sense to generate faster and deeper gamer insights and better engage with mobile phone gamers.

To improve its mobile games, Sega depends on data to continuously understand evolving gamer needs and enable business and development teams to make informed decisions. 

Analysts for each game title have to conduct complex analyses, spanning vast amounts of game data and external data from various sources, including social media and advertisements, to improve games.

Also, analysts generate many routine reports to fulfill these analytical requirements, which often require system engineers to create algorithms that incorporate new analytical indicators and external data. This manual approach made it difficult and time-consuming for analysts to gain insights flexibly and promptly.

Sega introduced Qlik’s solutions, including Qlik Sense, to bring in multiple data sources and automate the creation of routine reports. 

With Qlik, analysts can independently collect, process, and analyse the required data. They are also able to incorporate data from external sources without writing complex algorithms.

Analysts can now automatically generate 450 different reports, reducing the average analytics workload by 170 hours per game title. 

Qlik’s ability to integrate and standardise data frees up analysts’ time and allows them to focus on solving more complex tasks. They are also able to yield gamer insights more quickly, detect problems earlier, verify hypotheses, plan improvements and change direction according to market trends. 

“With Qlik, we free analysts from the routine work of preparing data reports and enable them to spend more time solving complex analysis challenges,” said Masaki Takeuchi, section manager of business and data analysis at SEGA.

“By extracting better insights from more data sources faster, our employees can better understand market movements and evaluate game performance from multiple perspectives,” said Takeuchi. “We now have a data analytics environment where we can more actively work on the next big game hit.”

Hiroshi Imai, country manager of QlikTech Japan KK, said that through Qlik’s Active Intelligence vision, Sega can benefit from real-time information that triggers immediate actions, further developing Sega’s data-driven corporate culture.