Blockchain games need data for user acquisition

Rachel Wolfson

Last update:

March 29, 2024 13:11 EDT
| 5 minute read

Web3 games continue to dominate on-chain activity. According to DappRadar’s recent gaming report, blockchain games accounted for 34% of decentralized application (Dapp) activity last year.

The report also states: Web3 Games will attract 1.1 million daily active users in 2023.

Source: DappRadar

While noteworthy, Blockchain games still struggle to attract traditional games And Web3 Gamer. This point is highlighted in the following points. 2023 Industry Status Report From Blockchain Gaming Alliance (BGA).

BGA’s report notes that blockchain gaming onboarding and accessibility will be the biggest challenge in 2022, with 51% of survey respondents citing this as their top concern. Unfortunately, this trend continued last year, with 55.1% of respondents saying onboarding was their main challenge.

Web3 games face unique challenges

Dean Takahashi, VentureBeat’s GamesBeat lead writer, told CryptoNews: Web3 games In fact, it faces far more friction than Web2 games.

“Web2 games have the advantage of having been popular with gamers for 10 years,” says Takahashi. “For example, Web2 gamers know they can make in-app purchases within apps they easily download from the app store.”

Takahashi pointed out that Web3 games are similar. Display is limited due to app store restrictions.

“It was only recently that Web3 games became available in app stores under the Web2/Web3 hybrid model,” he said. “With this model, there are still restrictions based on app store policies that prioritize the first he is paid a 30% royalty on in-app purchase transactions.”

This is important to note because this model goes against the decentralized approach that Web3 Games offers to its users.

Takahashi further stated that blockchain games face barriers to monetization due to the following reasons: Restrictions on virtual currency payments. This could create additional challenges for her Web3 players who want to take advantage of mobile platforms.

“Setting up a cryptocurrency wallet can be a complicated and scary process. All of this creates friction that prevents all but the most technically savvy gamers from proceeding,” he said. “Also, gaming companies cannot direct players to purchase virtual currency on their own websites outside of their stores.”

Discoverability supports adoption of Web3 games

Given these ongoing challenges, Takahashi believes that progress will likely be made if Web3 games become more discoverable to their target audience.

“Web3 games need to find Web3 gamers,” he said.

BGA’s 2023 State of the Industry Report also emphasizes this concept. According to this document, user acquisition and retention are key metrics that enable a game to grow.

Web2 games often ensure this by collecting personal data from their users. These platforms also tend to use advertising models across centralized social media outlets that collect users’ personal information.

However, since user data is kept anonymous, incorporating this method into Web3 games can be complicated. Blockchain games also operate on decentralized platforms, so data must be collected on-chain.

Data analysis for Web3 user acquisition

While data analytics can be a challenge for Web3 games, Anton Umnov, CEO and co-founder of Helika, told Cryptonews that adopting blockchain games will allow studios to create games that people want to play. He said it will only start if you do.

To ensure this, Umunov recently announced that Helika, a data analytics and infrastructure provider in the gaming sector, Launch of Helika Accelerate. Umunov explained that Helika Accelerate provides engagement data specifically for game studios.

“Helika Accelerate combines high-potential Web3 gaming with best-in-class analytics and an artificial intelligence-based liveops solution,” Umnov said.

Umnov believes that user-generated data analysis can drive player engagement and growth. Lifetime value (LTV) – One of the most important revenue metrics for game developers.

“Traditional game studios use analytics by leveraging data about player behavior and preferences to optimize marketing campaigns, target the most promising user segments, and develop personalized player experiences through liveops. and getting the right users,” he said.

Umnov also said that while many Web3 game studios are good at generating initial interest, sustaining long-term growth is often hampered by a lack of data optimization.

A decentralized approach to user acquisition

While this may be true, industry experts point out that blockchain technology could provide an opportunity to collect data in a decentralized manner.

For example, the BGA report states that “on-chain targeting” will allow game studios to leverage on-chain player data to help game developers create more engaging experiences.

“Companies and developers can also use data tracked from on-chain activity to obtain more specific data about player behavior,” the report states. “For example, we’ll show you a player’s preferences for Play-to-Ear games and RPGs.”

Among the vast data sources, Umnov commented, “Helika takes publicly available on-chain data and turns it into useful insights that studios can use to attract new users.”

Aidan Zuckerman, Co-CEO and Co-Founder Blockchain-based game UplandCryptonews Upland said it collects in-game data for user acquisition.

“This data is not about individuals, but rather about in-game behavior,” Zuckerman said. “Based on the data we get from their interactions with the platform, we can segment different types of users who are interested in different aspects of the game.”

Zuckerman elaborated that Upland is carefully considering how users interact with the game to optimize the player experience.

“For example, this year we made changes to the NFL Players Association product on our platform based on the data we got from our FIFA partnership and the products we developed,” he said. “There has been a significant increase in ownership and engagement across the board.”

Other ways to improve user acquisition for Web3 games

Data analysis can improve a game’s user acquisition, but it’s no surprise that most gamers want to keep their personal information private.

Most consumers, if possible, don’t want their data to be collected, extracted and misused, especially gamers,” said Gabi Musaev, marketing director at Web3 gaming platform Galxe.

Mr. Musaev is zero knowledge technology It can be integrated into Web3 games at the protocol layer to ensure user data privacy while still being accessible.

Additionally, the rise of artificial intelligence (AI) may play a role in user acquisition in the gaming space.

Straith Schreder, chief creative officer of fan community platform Candy Digital, told Cryptonews that AI will definitely play a role in ensuring the growth of Web3 games.

“AI accelerates the personalization of the Web3 gaming experience,” said Schreder.

Specifically, Schroeder pointed out that: Procedural Content Generation (PCG) Dynamic game content is now possible, further increasing player engagement. In other words, computer-generated data using AI-powered analytics can help game studios better understand user behavior in real-time.

“Enhanced personalization through AI means digital identities can become more expressive, more diverse, more experimental, and more fluid,” Schreder said.

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