Presentation delivered at GDC 2013 regarding the analysis of online conversations among gamers to gain meaninful insight.

1. Smack Talk, Big Data,
and Localization
Liesl Leary
March 2013

2. Vote by Clapping: Stuff Gamers Like

3. CLAPPING
The Big Data
of the Ancient
World

4. Online conversations = unstructured data (a lot of it)

5. Meaningful insights=
*which markets should we localize into?
*what kind of slang do players use?
*what do gamers want?
*what will gamers pay for?
*what kind of gamers do I have?
*how can we get more registrations?

6. Examples of online conversations
Pag
e 6
Emotional
Rational
Behavioural
Customer Relevance Scores: I think….
“Blizzard is too complicated in they way they talk to me”
“Cityville doesn’t use my language”
“I need to get more rewards by adding more friends to this
game”
“I should share my prize with other friends”
“I’m not trying hard enough”
“It’s hard to understand the rules of this game”
“I am wasting time by playing this game.”
Brand Commitment Scores: I feel….
“Envious for not having achieved more in this game”
“Bored waiting to progress in this game”
“Stressed, isolated and frustrated”
“At the mercy of luck & have no control over my score”
“Inadequately trained to play”
“That the sequel is not living up to promises”
“That more friends would make this more enjoyable ”
Product Commitment Score: I do….
“Spend my money to purchase this game”
“Spend my time doing mundane repetitive tasks rather than
doing what I’m paid to do”
“Everything myself”
“Ignore a lot of what I’m sent”
“…not believe a lot of what X says”
“…not make the most of the tools available to me”
“…not invest time in my development”

7. 0
300
600
900
1200
1500
1800
0
10
20
30
40
50
60
Q1'2011 Q2'2011 Q3'2011 Q4'2011 Q1'2012
Total…
Key Campaign Milestones
Germany
0
300
600
900
1200
1500
1800
0
10
20
30
40
50
60
Q1'2011 Q2'2011 Q3'2011 Q4'2011 Q1'2012
Total…
Italy
0
300
600
900
1200
1500
1800
0
10
20
30
40
50
60
Q1'2011 Q2'2011 Q3'2011 Q4'2011 Q1'2012
Total…
France
0
200
400
600
800
1000
1200
1400
0
10
20
30
40
50
60
70
Q1'2011 Q2'2011 Q3'2011 Q4'2011 Q1'2012
Total…
Spain
S’up?

8. 0
300
600
900
1200
1500
1800
0
10
20
30
40
50
60
Q1'2011 Q2'2011 Q3'2011 Q4'2011 Q1'2012
Total…
Product Commitment in 4 Countries
Germany
0
300
600
900
1200
1500
1800
0
10
20
30
40
50
60
Q1'2011 Q2'2011 Q3'2011 Q4'2011 Q1'2012
Total…
Italy
0
300
600
900
1200
1500
1800
0
10
20
30
40
50
60
Q1'2011 Q2'2011 Q3'2011 Q4'2011 Q1'2012
Total…
France
0
200
400
600
800
1000
1200
1400
0
10
20
30
40
50
60
70
Q1'2011 Q2'2011 Q3'2011 Q4'2011 Q1'2012
Total…
Spain

9. From Data to Meaning
9
Big Data
•QUANTIFIES sentiment through the Customer
Commitment Framework
•Generates more than 50K words per project/per
language
MT
•Typical time constraint is 2.5 weeks
for translation for any volume of
words. MT achieves this goal
Linguists
• QUALIFIES the
data for
meaning
• Professionally
translates what
is important

10. Your Presenter
10
Liesl Leary, SDL Global Solutions
lleary@sdl.com
Twitter: lieslrama
Linkedin: www.linkedin.com/in/lieslleary

11. Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand
names, trademarks, service marks, images and logos are the property of their respective owners.
This presentation and its content are SDL confidential unless otherwise specified, and may not be
copied, used or distributed except as authorised by SDL.