JioGames Engages CAI Platforms for End-to-End Personalization

A detailed look into how CAI Platforms helped JioGames enhance user engagement through AI-driven personalization.

Overview

Customer

Reliance Industries Limited, one of India’s largest conglomerates, operates Jio Platforms, which includes JioGames, a gaming channel available through Jio Phones and Jio Fiber set-top boxes.

• Customer: Reliance Industries Limited
• Platform: JioGames, a gaming channel under Jio Platforms, accessible via Jio Phones and Jio Fiber set-top boxes.

Key Metrics

• Subscribers: 350 million Jio subscribers
• Preinstalled Games: 250 games on Jio phones
• User Base: Around 100 million
• Daily Active Users: 7 million total users

The Challenge

Engaging users in the gaming sector is inherently challenging, with high churn rates potentially depleting the user base quickly. Personalization is essential to sustain engagement and increase session times. JioGames faced several issues:

Game Discovery

Without game trailers, users often explore only a few games per session, leading to higher churn if the initial games aren't engaging.

Revenue Generation

In-app purchases were low, with primary revenue driven by advertisements, necessitating increased user time spent in games.

Data Utilization

Despite generating numerous data points on user journeys, assimilating and synthesizing this data into effective machine learning (ML) models for predictions posed significant challenges.

The Solution

CAI Platforms deployed its proprietary AI platform to address JioGames' personalization challenges. The solution was divided into two primary stages:

1. Data Streamlining and Compilation

Integrated all data sources into data lakes.

Trained and tested ML models based on efficacy to predict user behavior.

2. Personalization and Optimization

Developed game-specific insights on user statistics, usage patterns, and churn.

Identified user clusters based on game preferences to suggest relevant games.

Enhanced game discoverability with relevant search results, ensuring longer user engagement.

Designed recommendations for optimal gaming experience, including auto-switching between phone layouts (portrait and landscape).