SEGA is one of the leading interactive entertainment companies in the world. Their studios include Sports Interactive, Amplitude, The Creative Assembly, HardLight, and Relic Entertainment. SEGA Europe is responsible for games such as Football Manager and the Total War series. This talk will cover how data science techniques are introduced to the business and their studios, and outline some of their potential applications for a video game publisher. Stanley Wang will share experiences of transitioning from a university graduate to the first data scientist hired at SEGA Europe as well as the challenges of building a foundation for a data driven approach for all areas of the business. Examples of current ongoing projects are provided throughout the talk to help better understand in-game player behavior, consumer habits, and purchase patterns, all in order to improve the overall player experience.