Mediatonic creates and manages games on mobile devices, consoles and PCs (Personal Computers). Understanding player behavior is crucial in an industry that has moved to a free-to-play model, with revenues mostly coming from in-game purchases. With help from Elastacloud, Mediatonic implemented Microsoft Azure HDInsight to analyze large volumes of big data, the insight from which is used to supply new content to gamers, improving player retention and monetization. At full launch, Amateur Surgeon 3 had an average of 35 minutes playtime per user per day and an App Store average rating of 90 percent or more across more than 10,000 user reviews.