Data-Driven, Data-Informed, Data-Augmented: How Ubisoft’s Ghost Recon Wildlands Live Unit Uses Data for Continuous Product Innovation

Abstract

To stay ahead of the competition, firms must continuously learn from their customers and swiftly adopt those lessons to improve their products. A unit at Ubisoft, a leading game publisher headquartered in Paris, has established a three-pronged approach to drive product innovation based on three practices: data-driven exploration, data-augmented ideation, and data-informed validation. By establishing processes and capabilities for these practices and blending them in a portfolio approach to product design, they maximize the value generation potential of the data at their disposal. Product development in a variety of industries can benefit from the lessons of these data-oriented innovation practices.

Building a complementary agenda for business process management and digital innovation

“…Products as outcomes of innovation processes may themselves spawn, or be involved in, further innovation processes (Boland et al, 2007;Kyriakou et al, 2017). Conversely, innovation processes can continuously render products fluid, malleable and emergent (Arazy et al, 2020;Kallinikos et al, 2013), making them fit for change and innovation after market launch and in-use (Werder et al, 2020). This is neither new nor surprising.…”

Let's play: Me and my AI‐powered avatar as one team

“…The gaming industry has recently been transformed by introducing innovative technologies (Ghazali et al, 2019). Consequently, the revenues from online gaming have increased tremendously (Teng, 2017), and it is predicted that this industry will develop into a multibillion dollar international industry (Werder et al, 2020). In particular, innovative technologies such as artificial intelligence (AI), augmented reality (AR), and virtual reality (VR) are transfiguring the gaming industry (Butcher et al, 2019(Butcher et al, , 2020.…”

Membangun Agenda Pelengkap Untuk Manajemen Proses Bisnis dan Inovasi Digital

“…Produk sebagai hasil dari proses inovasi dapat dengan sendirinya menelurkan, atau terlibat dalam, proses inovasi lebih lanjut. Sebaliknya, proses inovasi dapat terus membuat produk menjadi cair, mudah dibentuk, dan muncul, menjadikannya sesuai untuk perubahan dan inovasi setelah peluncuran pasar dan digunakan (Werder et al, 2020 ). Ini bukan hal baru atau mengejutkan.…”