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Big Data & Flow Theory
@StefanGroschupf

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4. Problem

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Attention < 8s

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AD…

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Gaming > 7 hrs

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Efficiency

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Eyeballs == $$$

10. FLOW

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Mihaly Csikszentmihalyi

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Happiness?

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114 bit/s

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Skills
Challenge
low high
high
Boredom
Relaxation
Apathy
Worry
Anxiety
Arousal
Control
Flow

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Completely involved – focused, concentrated…!
Sense of ecstasy—of being outside everyday reality…!
Great inner clarity—knowing what needs to be done…!
Knowing activity is doable—adequate skills…!
Sense of serenity—no worries about oneself…!
Timelessness—hours seem to pass by in minutes…!
Intrinsic motivation—whatever produces flow becomes its own reward…
Definition

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Flow!
Channel
Skills
Challenge
low high
high
Boredom
Anxiety

18. Game
Flow

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World/Task 1
World/Task 2
World/Task 3
Flow!
Channel
Skills
Challenge

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Average User

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A/B Testing

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AverageHardcore
Novice

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Iterative Adjusting Loop
Flow Adjustment
Player
Player!
Data
Monitoring!
System
Analytics System
System!
Data
Analytics!
Result
Game!
System
Adjust!
Experience

24. Data

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Events
{!
"timestamp": 1324830675.076,!
"status": "200",!
"UUID": 45234532454545780,!
"host": “ord2.cl4.company.com”,!
"word": "y2",!
"remote_host": "50.57.61.4",!
"event": { name : “world.version.action” value : 250 location: … }!
...!
}

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Pull vs. Push

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Data Prep
Raw Data Filter By Event
Virality
Monetization
Engagement

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Measure Flow
Challenge
Reward
over time

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Cluster Behavior

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Decision Tree

31. Results

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Adjust Challenge

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Adjust Gamer Mix

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Engagement

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Increased Conversation

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