We interviewed two SEGA managers who run data for Persona5: The Phantom X (P5X), and today we are sharing what they told us in English, in a full case study. The interviews first appeared on our Japanese site.
P5X is the first mobile and PC RPG in the Persona series. Perfect World and SEGA co-operate the game, Atlus supervises it, and it is available across Asia, Japan and global markets.
Yusaku Abe is Manager of the Business Analytics Section, and Kazutaka Yorozu is Manager of the Data Engineering Section. Both sections sit in the Strategic Planning Department of Business Division 2 at SEGA's JA Studios.
Abe spoke about how the analytics team works with live-ops. Before Agentic Engine, dashboards started as SQL, and follow-up questions frequently returned to analysts. The team now builds in analysis models such as Events Analysis and Funnel Analysis, keeps segments in tags, and live-ops members use those models as a base to explore on their own. Live-ops members now report KPIs in meetings, and analysts bring the deeper investigations.
Abe said, "Live-ops members have started going to the data on their own."
Yorozu spoke about the platform. Agentic Engine runs on servers SEGA provides and connects to SEGA's shared Databricks platform, so the team uses P5X data without moving it. Because P5X launched worldwide at the same time, SEGA required a way to delete the relevant data after a player request, and that deletion processing is now automated. SEGA's part of the rollout took one to two months, and ongoing operating effort is close to zero.
Yorozu said, "I really just provided the servers, and they built the entire application."
Both also described what they want next. Yorozu would like to ask questions in natural language and query the data from outside the interface, and Abe hopes for AI-driven summaries, insights and alerts.
The full story is in our SEGA case study. The original Japanese interviews are available with Abe and with Yorozu.
© ThinkingAI · Persona5: The Phantom X ©Perfect World Adapted from Persona5 ©ATLUS ©SEGA
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