VFX SEGA uses Qlik to garner inputs to help them in better engagement with mobile gamers -

SEGA uses Qlik to garner inputs to help them in better engagement with mobile gamers

Qlik announced that it has helped SEGA Corporation to become more data-driven. The leading gaming company streamlined its mobile game business with Qlik Sense, generating faster and deeper gamer insights to better engage with mobile phone gamers.

SEGA has recognised the increasing importance of the mobile game industry in recent years. SEGA relies on data to continuously analyse evolving player needs and help business and development teams to make informed decisions in order to improve its mobile games. 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.

Analysts generate many routine reports to fulfil 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.

Qlik’s products, notably Qlik Sense, were introduced by SEGA to bring in different data sources and automate the creation of routine reports. Analysts can use Qlik to collect, process, and evaluate data independently. They can also incorporate data from outside sources without having to write 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.

SEGA business planning department, game contents and service business division, and business and data analysis section, section manager Masaki Takeuchi explains, “With Qlik, we free analysts from the routine work of preparing data reports and enable them to spend more time solving complex analytical challenges. By extracting better insights from more data sources faster, our employees can better understand market movements and evaluate game performance from multiple perspectives. We now have a data analytics environment where we can more actively work on the next big game hit.” 

“We are pleased to help SEGA conduct data analysis more efficiently, leading to new game insights. 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 for even more exciting games,” said QlikTech Japan K.K. country manager Hiroshi Imai.