Launching Tom Clancy's The Division Pushed Analytics 'To Its Limits'

Launching Tom Clancy's The Division Pushed Analytics 'To Its Limits'

LONDON, August 23, 2016 /PRNewswire/ --

    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."

    For more information, please visit: http://www.gameanalyticsforum.com/pr

    Media Contact: Jane Cook, +44(0)207-036-1300. Jane(dot)cook(at)iqpc(dot)co(dot)uk

Gaming IQ