Title: Association rules in mobile game operation

Authors: Muning Chang

Addresses: Peking University, No. 5, Yiheyuan Road Haidian District, Beijing, 100871, China

Abstract: Mobile games are now playing a significant role in the gaming industry as the internet continues to develop. Due to the economic and cultural value of mobile games, it is very importance for the gaming companies to maintain and further improve the product quality to remain competitive in the industry. The operation team plays the key points to maintain product profitability after issuing the games. This paper will analyse the gaming data collected during operation and propose operation strategies accordingly. A correlation coefficient algorithm suitable for time sequences is proposed, the association is defined by the similarity between data. The level of association between two-time sequences is reflected in the probability of the occurrence of such association. Based on the discovery, we can analyse the next popular mobile game in depth to explore the correlation between the number of users online, the number of new players, and the retention rate. The study found that there are two fatigue periods, at approximately day 30 and 120 when there is a high likelihood for user loss, which is important to consider in the strategic planning for the game operation.

Keywords: mobile games; association rules; sequence correlation; operation optimisation.

DOI: 10.1504/IJDMMM.2021.118023

International Journal of Data Mining, Modelling and Management, 2021 Vol.13 No.3, pp.254 - 267

Received: 29 Oct 2019
Accepted: 06 Apr 2020
Published online: 08 Oct 2021 *

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