GAMECO

Objective

Perform a descriptive analysis of historical video game sales data to inform the development of new games.

Introduction

As a newly minted Data Analyst at GameCo, my task was to dive into the historical sales data of video games to uncover insights that could guide the company's new game development strategy. GameCo's executives were particularly interested in understanding which types of games were most popular, identifying main competitors in various markets, and examining sales trends across different regions. The data set, sourced from VGChartz, included sales figures for games that sold more than 10,000 copies from 1980 to 2016, covering various platforms, genres, and publishers.

The Problem

GameCo needed a comprehensive analysis to answer key questions:

1. Are certain types of games more popular than others?

2. Who are the main competitors in specific markets?

3. How have sales figures varied between geographic regions over time?

4. What are the sales trends and patterns across different regions?

Methods and Tools

Data Source:

Historical sales of video games (for games that sold more than 100,000 copies) spanning different platforms, genres, and publishing studios. This data was drawn from the website VGChartz.

Step 1: Data Understanding and Preparation

Tools Used: Excel

• Accessed, sorted, and filtered data.

• Built pivot tables and basic visualizations.

Step 2: Data Cleaning

• Identified and handled missing, unknown, and duplicate values.

• Calculated statistical measures (mean, median, Q1, Q3) using box and whisker plots.

• Categorized data types and identified potential biases.

Step 3: Data Grouping and Summarization

• Tools Used: Excel Pivot Tables

• Created groups for related items.

• Analyzed sales data in North America to understand market performance.

• Filtered data is used to examine specific subsegments.

• Generated new variables for deeper insights.

Step 4: Hypothesis Testing and Descriptive Analysis

• Developed hypotheses based on business challenges.

• Applied distribution analysis techniques.

• Constructed insights for marketing budget allocation.

Step 5: Data Visualization

• Built various charts (bar, column, box and whisker, scatter plots) to visualize sales data.

• Analyzed relationships between different variables.

Step 6: Storytelling with Data

• Tools Used: PowerPoint

• Created a comprehensive presentation to communicate findings.

Challenges Faced

One of the main challenges was handling the variability and bias in the data set, particularly the missing and duplicated values. Additionally, distinguishing between regional market trends and global trends required careful filtering and analysis.

Data Limitations

• The data is limited as it only shows information from 1980 to the present, which may not accurately represent the current market.

• It tracks the total number of units sold but does not include financial figures.

• The data from 2016 is incomplete, and there are inconsistencies in some top-ranking game sales, particularly in certain markets.

Analysis and Insights

Regional Sales Trends:

• North America: Experienced significant sales growth from 1996 to 2008, followed by a decline. It lost its position as the most profitable market in Europe by 2016.

• Europe: Showed a steady rise in market share, eventually surpassing North America.

• Japan: Had fluctuating sales patterns, with certain years of dominance alternating with North America before 1996.

Genre Popularity:

• North America & Europe: Action, Sport, and Shooter games were the most popular.

• Japan: Role-playing, Platform, and Action games were favored.

Platform Preferences:

• Europe: Dominated the PC, PS4, and X360 markets.

• North America: X360 was dominant until 2015; Wiiu and XONE were also popular.

• Japan: PS3, 3DS, and PSV platforms were more popular.

Competitive Landscape:

Top Publishers (2010–2016): Electronic Arts, Activision, and Ubisoft led in most regions except Japan, where Namco Bandai Games, Square Enix, and Level 5 were top competitors.

Results and Recommendations

Results:

• A comprehensive understanding of sales trends and genre popularity across different regions

• Identification of top competitors in each market

• Insight into the variability of sales based on platforms and publishers.

Recommendations:

Reallocate Marketing Budget: Given the decline in North American sales and Europe's rise, invest more in the European market.

Tailor Game Development: Develop games that cater to regional preferences—Action, Sport, and Shooter games for North America and Europe; Role-playing, Platform, and Action games for Japan.

Platform-Specific Strategies: Focus on dominating platforms within each region—PS4 and PC in Europe; XONE and Wiiu in North America; PS3, 3DS, and PSV in Japan.

By leveraging these insights, GameCo can strategically develop and market games to maximize sales and compete effectively in the global market.

Conclusion

This project highlighted my ability to translate complex data into actionable insights. By thoroughly analyzing video game sales data, I provided GameCo with a clear understanding of market trends, competitor landscapes, and strategic opportunities. My experience in this project highlights my strengths in data cleaning, analysis, visualization, and storytelling—skills that are crucial for a successful data analyst in the gaming industry.