Scaling data & AI to increase player engagement & satisfaction at Square Enix
summary
Square Enix builds an in-house platform called Single Gamer View on GCP that ingests web, account, social, CRM and game events at scale (they tune pipelines to hit ~1M events/sec and achieve ~2s end-to-end). They segment Final Fantasy XIV players into five behavior cohorts (27M players total) to target a Free Login campaign and report higher reactivation and in-game engagement. An automated multi-armed bandit A/B cycle picks among three subject lines, reduces irrelevant emails, and is GDPR-compliant while teams plan to operationalize models on Vertex AI.
AI-written summary · about
chapters (5)
related talks
36mHow to Enhance the Gaming Experience Through Content Micro-personalisation
23mCustom-made games with machine learning and big data
56mRecreating the State of the Player
24mEngaging new and diverse audiences with ML
35mUsing AI to Fuel Digital Transformation & Growth
24mReimagining Games Advertising
22mAI is helping drive game monetization, player retention and UA for Games.
38mHow are iGaming leaders using AI to drive results?