Launching Tom Clancy’s The Division Pushed Analytics ‘To Its Limits’
LONDON, August 23, 2016
For those living under a rock, this past March saw Ubisoft launch its long-awaited open world online-only third-person shooter, Tom Clancy’s The Division , on multiple platforms. The game broke company records, including the highest number of first-day sales, not only garnering strong reviews across the board but boosting the company’s profits for fiscal 2015-16. Leading up to launch, those involved in the game’s data analytics were in no doubt that the pressure would be on.
“The release of The Division was the biggest launch in Ubisoft’s history. It took maybe six months before launch to get everyone on the same page with regards to analytics but it still proved to be a big challenge, especially when it came to our tracking infrastructure. When we launched, our capacity was slowly reaching its limit so we actually had to make a lot of decisions on the fly just to maintain our analytics pipeline. It was a lot of work, but we did it!” says Alzbeta Kovacova, Massive Entertainment’s analytics manager.
“Almost every game company uses data these days, even if it is just following standard business KPIs ,” she tells Gaming IQ. “More directors and senior managers understand the need for analytics and want to use it. Analytics can help to improve games for all their players, inform development teams during the creation of new and better games, as well as make marketing efforts much more efficient.
Kovacova insists that the key differentiator between success and failure for a game of this scale – and within the game analytics world in general – is the people. However, while the significance of data to any commercial product is on the rise, people can also prove to be a hurdle.
In its annual effort to help those involved in this arena to come together and share their lessons and experiences, the Game Analytics and Business Intelligence Forum will be returning to London this September (20th – 22th), offering seminars from the likes of Rovio, Spotify, King and Miniclip.
In an exclusive talk, Kovacova will also be offering deeper insight into Massive Entertainment’s launch of The Division at this forum.
“I hope the industry can learn something from my presentation,” she says, “but I’m also looking forward to hearing more about different challenges and solutions from the other speakers on the panel.”