Lifecycle Data Analyst
Location: United Kingdom, London
Department: Admin (Live Services)
Why PlayStation?
PlayStation isn’t just the Best Place to Play — it’s also the Best Place to Work. Today, we’re recognized as a global leader in entertainment producing The PlayStation family of products and services including PlayStation®5, PlayStation®4, PlayStation®VR, PlayStation®Plus, acclaimed PlayStation software titles from PlayStation Studios, and more.
PlayStation also strives to create an inclusive environment that empowers employees and embraces diversity. We welcome and encourage everyone who has a passion and curiosity for innovation, technology, and play to explore our open positions and join our growing global team.
The PlayStation brand falls under Sony Interactive Entertainment, a wholly-owned subsidiary of Sony Group Corporation.
PlayStation Game Analytics
In Game Analytics, we partner with product, design, engineering, and marketing teams to improve player experiences through data. Our focus is on helping teams make better decisions by embedding experimentation, lifecycle thinking, and player/customer insights into how products evolve over time. We work across PlayStation Studios and platform teams to support rapid iteration, personalisation, and long-term engagement in live service environments.
As a Lifecycle Data Analyst, you will work as part of a cross‑disciplinary team focused on improving player/customer journeys through experimentation and lifecycle optimisation. This role is heavily oriented toward experiment design, scalable measurement frameworks, and exploratory analysis that inform personalised lifecycle content and messaging.
As a Data Analyst, you will work closely with cross-functional partners to support analytics initiatives across one or more game titles. You will support a broad range of game analytics projects from early feature evaluation through live performance optimisation. You will contribute to experimentation, feature analysis, performance reporting, and exploratory research that informs product and business decisions.
You will:
- Design and analyse experiments (A/B tests, holdouts, quasi-experiments) to evaluate features, content, and player-facing initiatives.
- Conduct exploratory analysis of player behavior, engagement, and monetisation data to uncover insights and inform recommendations.
- Define and track KPIs related to engagement, retention, progression, and revenue.
- Build repeatable analytical frameworks, dashboards, and data products that enable consistent measurement across teams.
- Translate ambiguous product or business questions into clear analytical approaches and actionable insights.
- Partner with Product Managers, Designers, Engineers, and Publishing teams to align on success metrics and measurement strategies.
- Support both short-term analysis needs (e.g., feature readouts) and longer-term performance tracking.
- Ensure analytical rigor and data quality across all workstreams.
What We Are Looking For
We’re looking for an analyst who thrives in collaborative, fast-moving environments and enjoys solving complex problems with data.
You have:
- Strong experience in experiment design and analysis, including hypothesis definition, metric selection, and interpretation of results.
- Advanced SQL skills and experience working with large-scale behavioural datasets.
- Experience creating scalable analytical frameworks or standardised reporting tools.
- Strong exploratory analysis skills and the ability to generate clear, structured insights.
- Experience translating business questions into analytical plans and recommendations.
- Experience working cross-functionally with Product, Design, Engineering, or Marketing teams.
- Experience with data visualisation tools such as Looker or Tableau and strong written communication skills.
Domain Experience
Experience working on live or rapidly iterated digital products is required (gaming experience is strongly preferred but not mandatory).
Relevant backgrounds include:
- Console or mobile games
- Live service products
- Ecommerce or subscription platforms
- Other digital products where experimentation and engagement measurement are core
Familiarity with player engagement, retention, progression systems, and monetization models is preferred.
Bonus Points If You Have
- Experience supporting live service games or ongoing content releases.
- Experience with Python or statistical tooling for deeper analysis.
- Experience building dashboards or scalable analytics products used by non-technical stakeholders.
- Curiosity-driven mindset and a strong desire to improve how teams learn from data.
Please note, Sony Interactive Entertainment conducts background checks at the offer stage for all new employees (which may include criminal background checks for some roles) and will need to process personal information to support these checks.
Please refer to our Candidate Privacy Notice for more information about what personal information we collect, how we use it, who we share it with, and your data protection rights.
Equal Opportunity Statement:
Sony is an Equal Opportunity Employer. All persons will receive consideration for employment without regard to gender (including gender identity, gender expression and gender reassignment), race (including colour, nationality, ethnic or national origin), religion or belief, marital or civil partnership status, disability, age, sexual orientation, pregnancy, maternity or parental status, trade union membership or membership in any other legally protected category.
We strive to create an inclusive environment, empower employees and embrace diversity. We encourage everyone to respond.
PlayStation is a Fair Chance employer and qualified applicants with arrest and conviction records will be considered for employment.
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