This is a project presented by Akshata Salvi, Dhanshree Gaikwad, Neha Bhangale, and Pranati Jha, PGP DSBA students, in the AICTE Sponsored Online International Conference on Data Science, Machine learning and its applications (ICDML-2020). A follow-up paper was published in the conference journal.
In today’s world, insights from customer interactions are primarily important to provide valuable customer experience and top-notch customer service. Customer segregation can help businesses understand customer needs, purchase trends and interests. These attributes can aid in creating customized marketing plans, packages and advertisement campaigns specific to the intended groups. Gaming centres, that combine sports, virtual reality, music and dining, are becoming one of the fastest-growing industries in the entertainment sector. And they are always on the lookout for opportunities to increase the footfall. With a diverse product line-up of video games, arcade games, virtual reality games, simulation games, karting etc. along with dining options, the gaming centres serve as a one-stop hub for leisure and refreshment.
Here, in this study, a certain gaming centre that provides a wide range of games along with deals and packages is interested in offering new combinations of these to improve their profit. This study focuses on customer segmentation and customization of offerings to enhance customer engagement. Using Recency Frequency Monetary (RFM) analysis technique, three customer segments are identified as Gold, Silver and Bronze. Each segment’s buying pattern was analyzed to suggest the optimum combination of games and customized packages for that segment. Association Rule Mining Technique was used to extract information from the customer’s transaction history. Initial data exploration reported that the Arcade games contribute approximately 50% to the total revenue for the centre. ‘Pacman’ being one of the highest-grossing games under Arcade, one recommendation for the Gold tier is to combine it with ‘SuperKeeper’ to boost revenue. Another recommendation is to offer ‘Friendship Fridays’, where various combinations of games can be played at certain price points, to increase footfall on Fridays, which happens to be the least popular day of the week.
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Also Read: How AI is Changing the Gaming Industry0