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Liburkina L. M.

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Business Decision-Making in the Video Game Market: Machine Learning Methods
Guryanova L. S., Yevsyeyev O. S., Panasenko O. V., Laptiev O. O.

Guryanova, Lidiya S. et al. (2024) “Business Decision-Making in the Video Game Market: Machine Learning Methods.” Business Inform 12:147–153.
https://doi.org/10.32983/2222-4459-2024-12-147-153

Section: Economic and Mathematical Modeling

Article is written in Ukrainian
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UDC 33.330.519.85

Abstract:
The article demonstrates that the product IT business, in particular the video game market, is characterized by high rates of development, which attracts an increasing number of companies to this segment and at the same time leads to increased competition that is global in its nature. This necessitates developing relevant decision-making models. The carried out analysis showed that at present considerable attention is paid to the use of machine learning methods in various circuits of managing the marketing activities of product IT companies, in particular gaming IT: strategic, tactical, operational. The problematic issues are considered, starting with the trends in the development of gaming IT and the development of models for switching, designing and adapting the product to determining the impact of functional or emotional content on the dynamics of sales of product IT. But, despite the efficiency of the existing approaches, insufficient attention is paid to lead scoring models, models for predicting the outflow of customers of product IT. A methodical approach to the construction of customer classification models is proposed, which is based on logit analysis and includes the following main blocks: substantiation of the system of predictors; development of binary choice models; filtering of factor variables; multicollinearity testing; elimination of multicollinearity, model quality testing, and forecasting. The proposed approach has been tested on the data of a product IT company. Fragmented lead scoring models, models for predicting customer churn, which provide satisfactory quality of recognition and make it possible to identify marketing determinants that affect the increase in the likelihood of conversion (product purchase) and increase customer loyalty to the company, long-term use of the product. The results obtained can be used in the marketing management system of a product IT company, in particular in the gaming IT market, to determine the most relevant marketing strategies aimed at increasing sales and customer retention.

Keywords: decision-making, product IT business, computer video game industry, entrepreneurship, marketing activities, model, machine learning methods.

Fig.: 9. Formulae: 1. Bibl.: 11.

Guryanova Lidiya S. – Doctor of Sciences (Economics), Professor, Professor, Department of Economic Cybernetics and Applied Economics, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Yevsyeyev Oleksiy S. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Multimedia Systems and Technologies, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Panasenko Oksana V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economic Cybernetics and Applied Economics, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Laptiev Oleksandr O. – Bachelor, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

List of references in article

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