Lucas Arraz
Journalist and data analyst specializing in the games market.
Background
I'm a journalist and data analyst. My work is turning data into stories and answers: reporting, brand diagnostics and audience analysis that help explain what people do, search for and say.
I combine market data with social media conversation to explain trends, understand audiences and find opportunities. In recent years, I've focused especially on games, an industry where studios, publishers and brands need a fast, reliable read on what's happening with their games and communities.
Day to day, I use social listening and influencer marketing tools such as Brandwatch, Stilingue and CreatorIQ, along with programming and data visualization to organize and present the results.
I'm the author of a book on covering the legislature with data, and I hold a postgraduate degree in Data Science and Analytics from the University of São Paulo (USP).
What Jogometria is
Jogometria brings together my stories, analysis and visualizations about games, along with the research services I offer on commission. I investigate the market, audience behavior and conversations about games to turn scattered data into clear explanations and information that supports decisions.
How I work
Every project starts with a question. From there, I gather and organize public sources and client-provided data, cross-reference the information and analyze the results in the context of games and their communities. The deliverable explains the findings, the sources and the limits of the analysis, with recommendations when the question and the data allow.
Questions I can help answer
- What is driving interest, praise or criticism of a game?
- Which audiences and communities show up in conversations about a launch?
- How does perception of a brand or game change over time?
- Which trends and competitor moves deserve attention?
- Where are the opportunities for content, communication and positioning?
See an example
In the analysis of The Game Awards jury, I gathered data from several editions to investigate changes in who votes and how countries are represented.
Read the analysis