Everyone knows that data is king when it comes to gaming and marketing. But what are the best ways to get, analyze, and utilize this data? John Uke, Founder of GameTree, explains how the company captures user data to find highly compatible matches for gamers, and how this data can be leveraged for user acquisition, retention, and personalization. TAKEAWAYS Data and personalization are crucial for better targeted advertising and great customized user experiences. While matchmaking is important, skill-based matchmaking is the wrong way to go about putting gamers together. A more holistic approach to matchmaking – based people's personalities – can mitigate toxicity in gaming. Gamer data and properly optimized matchmaking is integral to building sustainable communities. CHAPTERS 00:00 – Opening remarks and intros 02:22 – Psychology in gamedev 14:37 – Gamer needs in gaming 20:25 – Unlocking gamer data 31:57 – Outro and sponsor message GET MORE GAMING INSIGHTS AT UPPTIC.COM.