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GridMap Case Study

Games, Games and More Games

games

The growth of the mobile phone and, more specifically, the smartphone industry has recently prompted exponential growth in mobile gaming and applications. In 2008, more than 8.5 million mobile phone subscribers downloaded a game to their mobile device. Some industry experts have predicted that the mobile gaming industry may even reach $20 billion by 2010. With these kinds of predictions, mobile service providers are turning to games and applications as a viable revenue stream. With over hundreds of thousands of games and applications available to mobile users and limited real estate on a mobile device, these providers are faced with complex virtual merchandising decisions.

A major US telco asked Five x Five to help them improve performance reporting for their game apps data and maximize their revenue potential for game apps on mobile devices and on their website offering. The client offers game apps on three platforms: mobile phones, website and TV. Performance data for these platforms are housed in different places, making any comprehensive analysis of historical data challenging. In addition, like many other virtual merchandisers, our client used historical data to make product placement decisions for their game platforms.

We implemented our GridMap software solution, thus providing the client with predictive analytic suggestions for game placement. While our client was still able to change product placement based on a game’s historical performance, GridMap allows our client to also make decisions based on a game’s predicted performance as well.

In addition, the client now has the ability to fully optimize its virtual merchandising strategy by incorporating business constraints and evaluating multiple tradeoffs. Before GridMap, our client manually made product placement decisions without the benefits of advanced analytics. With GridMap in place, our client expects that revenue will increase by 10% if all of GridMap’s weekly recommendations are adopted.

GridMap combines predictive modeling and advanced mathematical techniques to optimize eCommerce and Mobile App Store product catalogs for signifcant gains in overall revenue.

AdMap is an advanced data visualization tool for marketing mix planning and optimization. You can forecast and optimize by media, geography, campaign and product then compare various scenarios against each other.