Online game developers like Zynga keep a close watch of their players to see how they can use the info they gain from them to best perfect their social games.

This article titled “The metrics are the message: how analytics is shaping social games” was written by Keith Stuart, for guardian.co.uk on Thursday 14th July 2011 15.08 UTC

Picture this. You’re deeply engaged in one of the many free-to-play adventure games available online, when you decide to buy a bigger sword. It could be that you made the tactical decision to extend your armoury, or that you panicked when you spotted a gigantic dragon lumbering in your direction; you might not even know why you did it. You just fancied a bigger sword. But that action took you into the barely two percent of free-to-play gamers who actually pay for content – and the game makers want to know why.

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