design focuses not on aggregates or KPIs, but on understanding the sequences of actions players take inside a game, which provides the best insights into player motivation. To power this, they have designed and created from scratch an “organic database”, a new type of distributed data processing engine, a design inspired by biology and the structure of living beings. This design allows the maximum flexibility and scalability, and this is expected to provide great value to not only game analytics, but to many other sectors in industry and service businesses.