I did a case study on this use of analytics technology more than a year ago. The gist of it is this: online MMPORGs like World of Warcraft, EVE, Everquest, etc., are wonderful tools whereby to study human interactions.
Here’s the gist: when you map the connections between people – or stores, or institutions, or giant multinationals – there are certain geometric patterns that emerge. Analyzing the shape of those patterns reveals what kind of community is in existence, how healthy and vibrant that community is, and whether or not any of the people in that community are acting in a criminal or shady manner.
This technology is being used by Ninja Metrics (h/t to Dmitri Williams, a colleague at USC-Annenberg who runs this amazing company), to help online game environments to detect and remove the kinds of “gold-farming scammers” that ruin the gaming experience for the other players. It’s also the kind of thing that is being used to catch real-world drug cartels, money-launderers and fences for stolen goods.
Now if they can only do something about that punk griefer who keeps zapping me in “Destiny,” they’ll really be onto something…