More Games, More Playtime

Abstract

The global electronic gaming market has grown significantly, with 3.198 billion players generating a revenue of $196.8 billion in 2022. Gaming companies must understand their users and keep them engaged to succeed in this market. This article examines whether Steam, one of the top gaming enterprises, truly understands its users. Using one year's worth of data from 12393 players who made 200,000 purchases and played games on Steam, we conducted a k-means clustering analysis to identify four distinct user categories. Based on our findings, we suggest personalized services that Steam can offer to improve user stickiness.