More and more people are creating lists of their skills and interests to tailor them to jobs in the gaming industry. That’s why we spoke with Nikola Vasiljević (Analytics & Insights Manager, Mad Head Games), who shared with us what he does, why data is important for the life of a video game and how you can get involved in some of his initiatives.
For further information, check out positions in the DATA department on our website.
S2G: How would you describe data in gaming to someone working in other IT branches? What types of data do we measure and what do we read from that data? Which departments within a company can/should rely on data? What tools are used?
Nikola Vasiljević: We strive to view our players holistically and want to know a) what they do in games b) what their experience is like. We measure this through two sources of data – telemetry analytics, where we record player behavior (jumped, shot, died…) and research, where we talk to players and try to learn as much as possible about their experience: we talk about what they liked, what they didn’t, what they would change, what was difficult, easy, starting from general questions, to very specific and targeted ones related to different aspects of the game – combat, animation, sound, atmosphere… And then even more granular 🙂 It’s important to keep asking “Why” until you reach an axiomatic answer and a real understanding of the reasons behind the player’s actions and experiences.
Our team’s goal is to have a data-driven organization. If we talk about game design, we primarily collaborate with Game Designers, but also with Leads from other sectors (Sound, Programming, Level Design…), and that collaboration is becoming broader. As we strive to actively educate as many colleagues as possible, more and more colleagues find ways for us to help them. An interesting example is our recent collaboration with the Narrative Design team. Who would have thought that we, people who work in Excel, and creative Narrative Designers could find ourselves in the field of analytics? 🙂 Besides games, we deal with analytics in all fields – we have created tools for HR and PM teams. Where there is data, we are there, too.
For these purposes, we use various tools. Part of our permanent stack includes Tableau, MySQL, MongoDB, BigQuery and Jupyter Notebooks (Python), but there are many more. Of course, Excel must not be forgotten, nor PowerPoint. 🙂
S2G: What does the data team do at MHG?
Nikola Vasiljević: If we start from a high level, our mission is to create a data-driven organization and to support all decision-makers and supply them with findings and recommendations that will help them better understand the issues and make more informed decisions.
If we talk only about supporting game design, we have devised and implemented our framework to support the development of a video game from idea to post-launch. Within that framework, we do:
Or, in simple terms, we analyze all available data to help our team make better games, that are in line with player expectations.
S2G: What is your role specifically?
Nikola Vasiljević: Initially, is was to conceptualize what our department should do, as I was its founder. Now, I would say my role is to understand the needs of our business and based on that, devise a strategy for our department and ways to implement it, to ensure that we are innovative, both in the use of new technologies and methods, and in our approach. In practice, I lead the Analytics and Research team and coordinate the work of the department, including colleagues from other sectors (shoutout to our Technology and Programming teams and our Tuesday syncs, without which we can’t function 🙂), with the ultimate goal of ensuring that every decision-maker receives a timely insight on which to base their decision and determine their course of action. Part of my responsibilities are, therefore, managerial in nature, but I am still very much involved in operational work. It’s something that fulfills me and that I won’t give up on. 🙂 However, I strive for my main contribution to be at the strategic level. To ensure there is a business link, that everything we do actually has an application, to devise new initiatives and improvements. Because there’s always room for improvement. And, of course, to pass on my knowledge. I am very proud of everything we have achieved so far, but at the same time, I am sometimes intimidated by all the things on my mind that we haven’t yet achieved, because the potential for using data is really huge, and it’s not easy to keep up with the dynamics of everything happening. But we are taking it step by step. 🙂
S2G: How did you end up in the industry?
Nikola Vasiljević: For me, the career holy grail is to work in a profession you love, in an industry you love. I knew what I wanted since college – to work in analytics in the video game industry, although back then it was more like a daydream. That was also the topic of my Master’s thesis, which was a bit… Exotic at the time. However, when I finished college, way back in 2011, there weren’t many (if any?!) jobs for Analysts and Researchers in domestic studios. But now there are plenty! And that speaks to the level of maturity the industry has reached in just a decade. I had a potential opportunity later to switch to gaming but to User Acquisition. That wasn’t what I wanted to do, so I didn’t want to switch at all costs, knowing that I could potentially ruin something I really wanted. I patiently built my career in other industries, wrote for some gaming blogs, learned in parallel and waited for an opportunity. And I don’t regret it, quite the opposite. I also had the crazy luck to actually work in great companies, with male and female bosses from whom I could learn a lot. I worked in a marketing agency as an Analyst, and then as an Insights and Innovation Manager in the beer industry. That experience was invaluable to me.
I ended up in gaming in 2019 by chance. But as they say, luck is when preparedness meets opportunity. And when the opportunity arose, I was prepared. By chance, at that time I had just finished self-initiated learning of analytics tools that Mad Head had just acquired and they realized they needed someone for that, to develop the story of analytics. I guess things sometimes just fall into place when you want something and work on it. Although I don’t have data to prove that statistically significant. 🙂 Fast forward, I’ve been here for almost five years, I got the opportunity, freedom and trust to build something from scratch, to be creative. It works wonders for the development of a professional. To say that I haven’t looked back would be an understatement. The honeymoon period is still ongoing, I’m still inspired and ready for new initiatives. One of them is founding the Data in Gaming Meetup.
S2G: Obviously, you’re very passionate about what you do, and that’s how the idea for this initiative came about. Does it have an official name? What are its goals?
Nikola Vasiljević: It’s safe to say that the official name is Data in Gaming Meetup. The idea emerged after last year’s Data Science Conference, or Pandora event, which brought together gaming data professionals. I had the opportunity to give a lecture on Boosting Game Design with Analytics and the reaction from industry colleagues was fantastic. We got to know each other, exchanged experiences and generally saw that there was a healthy energy and potential for something more. It just seemed a waste to wait another year for someone else to bring us together. So, I decided to take matters into my own hands. The idea had been simmering for a while and I was thinking about what to do with it. The idea was great, but implementing additional activities can be daunting and discouraging. However, with the support of colleagues from MHG, especially the Communication team, we easily and efficiently put it into action. Of course, the prerequisite was the support and response from industry colleagues. So, last summer, we met for an informal gathering at our studio, where I presented the idea and the reaction was positive. I didn’t expect anything else, otherwise, I wouldn’t have bothered with all of this. There are truly some great people working in our industry.
The meetup format includes a formal, educational part, where we present some methodology, business cases and interesting topics. Anything related to analytics and research. The second part is, of course, relaxed – we socialize, chat and eat. So, the goal is, on the one hand, to exchange experiences and learn from each other, and on the other hand, to connect and build a community.
S2G: You’ve had two meetups so far to feel the pulse. What was the initial reaction like?
Nikola Vasiljević: As I mentioned, the initial reaction at the first meetup was positive, and at the second, everything seemed to settle even more. The retention of people was solid. 🙂 Everyone was relaxed, got to know each other, chatted. The formal part was useful. I hope… I mean, there were plenty of questions, so that must mean something. 🙂 A few colleagues have already expressed a desire to host the next event or present at ours. So, I’d say there’s potential for this caravan of ours. 🙂 That’s why it’s important to support it from the start, to provide an influx of new energy until it all gets rolling.
S2G: What will all interested parties have the opportunity to hear at future gatherings? What formats/speakers/topics do you have planned?
Nikola Vasiljević: At the first official meetup, we presented our 360 framework for analytics and research, through the topic The Strategic Role of Analytics and Research in Video Game Design. There were other candidates for topics, from analyzing emotions in reviews to data pipelines, data protection… The spectrum is wide. The idea is that from the next meetup onwards, another studio will share its experiences and maybe host the event. We’ll decide on the topics as we go. We don’t want this initiative to become an additional pressure or obligation, we want those who truly want to participate and enjoy it. And I’m sure that everyone who is already part of the initiative has a lot to share. Just during the casual part of the gathering, I heard so many interesting topics. You know, having a conversation with a few colleagues on a very interesting topic, like intelligent dynamic systems for AI NPCs or speedrunning Super Mario, and at the same time, overhearing what the other group is talking about that is equally fascinating. There’s plenty of material, that’s for sure! Going forward, the idea is to slowly expand the story, not only among Analysts and Researchers in gaming but also among everyone who might find it interesting and useful. And for those who do, there’s a registration form. 🙂
S2G: To avoid ambiguity – is all of this for both the core and mobile parts of the industry?
Nikola Vasiljević: Absolutely.
S2G: For those who haven’t yet decided on a career path – what are suitable colleges and courses in our country that can prepare you for these departments?
Nikola Vasiljević: Faculty of Organizational Sciences, Faculty of Economics, Faculty of Mathematics, Faculty of Technology, Psychology, Faculty of Electrical Engineering… Data is studied in others, too, such as Physics, for example. It depends on what interests you. If you’re more interested in the pure science of data and lean towards data engineering, I’d say the Faculty of Mathematics, the Faculty of Electrical Engineering and similar technical faculties are for yiz. If you’re interested in a bit of everything, want to know how to handle data and how to use it in business, then you can’t go wrong with the Faculty of Organizational Sciences. I graduated from the Faculty of Organizational Sciences and that combination of business on one side and understanding data on the other has truly been a differentiation factor in my career – understanding business needs is in my DNA and that’s what drove me. And now they even have a new course, Business Analytics, so I’d say they’re focusing nicely on this area. Again, if you’re specifically interested in conducting research, go for Psychology. But don’t worry, whatever you choose from these, you’ll have enough pedigree to compensate for things from other colleges to the extent you need through your career. I’m proud to say that through college and my career, I’ve managed to add two separate professions to my belt – analytics on one side and research on the other. Very related fields, yet in practice often separate, I don’t know why. So, if something interests you, there’s no obstacle to learning and developing. College is just the starting point, it’s up to you how much you want to learn, primarily how much you love what you do. If you really love it, it won’t be difficult for you to continue learning after college. On the contrary, you’ll enjoy it!
S2G: Anything else you’d like to add?
Nikola Vasiljević: Well, I can talk like this until tomorrow. What to add briefly..? Set long-term goals and actively work towards achieving them, instead of letting the wind carry you. Those who know what they want and work towards it, achieve it. Your career is in your hands. Learn, be patient, strive to do what you love and opportunity comes sooner or later, it’s important to be ready at that time. And, of course, come to gaming, what else? 🙂
