Big gaming companies such as Zynga are increasingly becoming Big Data companies that rely upon advanced analytics to find an audience and monetize their products, Hassan Baig writes. The goal of game developers should be to increase the daily average user's average lifetime, and rather than rely on advertising to boost those numbers, use the game's viral nature to earn more users for free, he says. "[I]t is imperative that modern day game developers structure their entire operations around the fundamentals of data analytics instead of trying to fit a metrics-based veneer over introverted, blind game development," Baig writes.

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