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.

John has spent thousands of hours deeply engaged in the personality psychology world – developing the scientifically accurate 512 Types Test based on the Objective Personality System. Learn why he believes that the greatest form of value-add today is actually subtraction through curation and personalization.

Also learn how the gaming industry has inadvertently broken matchmaking and social engagement in gaming – and how better matchmaking can fix issues like toxicity. Finally, learn about the intersection of matchmaking and communities – and why they’re vital for web3 gaming.


  • 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.

Podcast Chapters

  • 00:00 – Opening remarks and intros
  • 02:22 – Psychology in game development
  • 14:37 – Addressing gamer needs in gaming
  • 20:25 – Unlocking gamer data and making it actionable
  • 31:57 – Outro and sponsor message

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