How Kinguin Notched Up Shopping Experience with Google Recommendations AI

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Over 2.14 billion people worldwide are expected to buy online this year, according to Statista. Online retail sales will account for 22% of all purchases by 2023. But in a competitive retail landscape, positive interactions can mean the difference between a sale and an abandoned shopping cart.
One of the leading global marketplaces – Kinguin.net is a haven for gamers. Their bustling ecommerce business conducts over 500,000 new transactions monthly. Users will encounter over 50,000 unique digital products, from video games, gift cards, in-game items to computer software and services. With over 10 million registered users, Kinguin improved their experience by helping users find items quickly and deliver service at scale.
Helping customers find what they want, fast
Because of Kinguin’s high volume of users—both buyers and sellers—and breadth of digital products, browsing and shopping can be challenging. “Customers shop online for choice and convenience, but it can sometimes be overwhelming. We want anyone who shops at Kinguin to find what they are looking for quickly and easily,” says Viktor Romaniuk Wanli, Kinguin CEO and Founder.
Today’s retailers know that creating personalized shopping experiences is crucial for establishing and maintaining customer loyalty. Kinguin discovered their users were getting a rather standard retail experience. They wondered how they could offer them a more tailored, personalized experience.
They knew product recommendations were a great way to personalize experiences because they help customers discover products that match their tastes and preferences. But it’s not that easy to recommend products. Various shifting factors make recommendations much more complex:
- Customer behavior. Understanding customers is tough. How do you recommend something to a cold start user who’s never been to your site before? What happens when their behavior changes?
- Omnichannel context. According to Harvard Business Review, 73% of all customers use many channels when they buy. What happens when they go from desktop to mobile or from social media shopping to a proprietary app?
- Product data challenges. How do you recommend new products within a large catalog of items? What if your product data has sparse labeling or unstructured metadata?
Data wasn’t a problem for Kinguin. They had data orders, history, wishlists, and could collect events based on their platform interactions. It was the machine learning model expertise they lacked. So rather than building their own solution, they determined it was more cost effective for them to find a reliable partner. It was also essential that the solution integrated easily with Kubernetes, which enabled their global network.
With these considerations in mind, they applied for the Google Recommendations AI beta program. Kinguin became the first gaming e-commerce platform in Europe to use Recommendations AI when it launched in 2020.
Pro gamer move: using a fully managed AI service
Google Recommendations AI uses algorithms to deliver highly personalized suggestions tailored to a customer’s preferences. Google Cloud based these algorithms on the same research that powers models by YouTube search and Google Shopping. Algorithms are always being tuned and adjusted to focus on individuals themselves—not just items.
Many shopping AIs rely on manually provisioning infrastructure and training machine learning models. Instead, Recommendations AI’s deep learning models use item and user metadata to gain insights. It processes Kinguin’s thousands of products at scale, iterating in real time. First, Kinguin pieces together a customer’s history and shopping journey. Then, using Recommendations AI, they can serve up personalized products—even for long-tail products and cold-start users.
By leveraging internal tools, Kinguin didn’t need to start implementation from scratch. After a few trial sessions with Google Cloud engineers, they got started right away. Due to the fast-paced nature of a marketplace—i.e., price changes, out-of-stock items—Kinguin needed their recommendations to be as close to real time as possible. They used internal event buses to stream events and their product catalog directly to the recommendations API.
Kinguin rolled out in high-traffic areas, including their home page, product page, and category pages. They analyzed heat maps and scroll maps to figure out where to test placements. They also experimented with different recommendation models such as “recently bought together” and “you may like.” Engineers also factored in where they were implementing the models. For example, the “others you might like” model would fit best on the homepage, while “frequently bought together” made sense at checkout.
Understanding how product recommendations influence financials is critical for demonstrating the impact of personalization. Using BigQuery, Kinguin could analyze different cost projection models. BigQuery helped them dig into specific financial data to understand their margins and revenue gains.
Playing to win: enhanced customer experience
Since adopting Recommendations AI, Kinguin has improved both customer experience and satisfaction. Search times have shortened by 20 seconds. Additionally, their average cart value has increased by 5 EUR. Conversion rates have quadrupled since the outset. Click-thru rates have doubled, increasing by 2.16 on product pages and 2.8 times on recommendations pages.
“Google Recommendations AI has helped us evolve our service, increase customer loyalty and satisfaction. It has also contributed to a significant rise in sales,” says Wanli. Kinguin is already thinking about other ways of enhancing user experiences with recommendations. Ideas include their checkout process, other landing pages, and email marketing.
Kinguin’s journey with Google Cloud shows how companies can leverage AI to optimize sales and deliver high-performing, low-latency recommendations to any customer touchpoint.
Learn more about Recommendations AI and Google Cloud AI and machine learning solutions.
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Technical deep dive on Looker: The enterprise BI solution for Google Cloud
Thousands of users accessing petabytes of data on a daily basis: This is a challenging proposition for enterprises, without a doubt.
But Looker makes it possible. Beyond just accessing data though, Looker’s platform transforms your company’s relationship with data.
Go under the hood of Looker, with Olivia Morgan, Enterprise CE, Looker, to see how LookML empowers developers to take advantage of powerful data warehouses like BigQuery and ultimately enhance the workflows of end users.
She also takes a deep dive into LookML’s ability to use Google Cloud Functions and Search API to enhance dashboards, leverage BQML within Looker’s modeling layer to give users access to forecasts, tie in BigQuery’s public datasets to add richness to analysis, and show off LookML’s ability to handle nested tables for faster performance on transaction analysis all through a complete end to end demo.
NVIDIA and Google Cloud Pave the Way for Single-cell Genomic Analysis

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In the past decade, the Healthcare and Life Sciences industry has enjoyed a boon in technological and scientific advancement. New insights and possibilities are revealed almost daily. At Google Cloud, driving innovation in cloud computing is in our DNA. Our team is dedicated to sharing ways Google Cloud can be used to accelerate scientific discovery. For example, the recent announcement of AlphaFold2 showcases a scientific breakthrough, powered by Google Cloud, that will promote a quantum leap in the field of proteomics. In this blog, we’ll review another omics use case, single-cell analysis, and how Google Cloud’s Dataproc and NVIDIA GPUs can help accelerate that analysis.
The Need for Performance in Scientific Analysis
The ability to understand the causal relationship between genotypes and phenotypes is one of the long-standing challenges in biology and medicine. Understanding and drawing insights from the complexity of biological systems abounds from the actual code of life (DNA) through to expression of genes (RNA) to translation of gene transcripts into proteins that function in different pathways, cells, and tissues within an organism. Even the smallest of changes in our DNA can have large impacts on protein expression, structure, and function, which ultimately drives development and response – at both cellular and organism levels. And, as the omics space becomes increasingly data- and compute-intensive, research requires an adequate informatics infrastructure. An infrastructure that scales with growing data demands, enables a diverse range of resource-intensive computational activities, and is affordable and efficient – reducing data bottlenecks and enabling researchers to maximize insight.
But where do all these data and compute challenges come from and what makes scientific study so arduous? The layers of biological complexity begin to be made apparent immediately when looking at not just the genes themselves, but their expression. Although all the cells in our body share nearly identical genotypes, our many diverse cell types (e.g. hepatocytes versus melanocytes) express a unique subset of genes necessary for specific functions, making transcriptomics a more powerful method of analysis by allowing researchers to map gene expression to observable traits. Studies have shown that gene expression is heterogeneous, even in similar cell types. Yet, conventional sequencing methods require DNA or RNA extracted from a cell population. The development of single-cell sequencing was pivotal to the omics field. Single-cell RNA sequencing has been critical in allowing scientists to study transcriptomes across large numbers of individual cells.
Despite its potential, and the increasing availability of single-cell sequencing technology, there are several obstacles: an ever increasing volume of high-dimensionality data, the need to integrate data across different types of measurements (e.g. genetic variants, transcript and protein expression, epigenetics) and across samples or conditions, as well as varying levels of resolution and the granularity needed to map specific cell types or states. These challenges present themselves in a number of ways including background noise, signal dropouts requiring imputation, and limited bioinformatics pipelines that lack statistical flexibility. These and other challenges result in analysis workflows that are very slow, prohibiting the iterative, visual, and interactive analysis required to detect differential gene activity.
Accelerating Performance
Cloud computing can help not only with data challenges, but with some of the biggest obstacles: scalability, performance, and automation of analysis. To address several of the data and infrastructure challenges facing single-cell analysis, NVIDIA developed end-to-end accelerated single-cell RNA sequencing workflows that can be paired with Google Cloud Dataproc, a fully-managed service for running open source frameworks like Spark, Hadoop, and RAPIDS. The Jupyter notebooks that power these workflows include examples using samples like human lung cells and mouse brains cells and demonstrate acceleration between CPU-based processing compared to GPU-based workflows.
Google Cloud Dataproc powers the NVIDIA GPU-based approach and demonstrates data processing capabilities and acceleration, which in turn have the potential of delivering considerable performance gains. When paired with RAPIDS, practitioners can accelerate data science pipelines on NVIDIA GPUs, reducing operations like data loading, processing, and training from hours to seconds. RAPIDS abstracts the complexities of accelerated data science by building upon popular Python and Java libraries effortlessly. When applying RAPIDS and NVIDIA accelerated compute to single-cell genomics use cases, practitioners can churn through analysis of a million cells in only a few minutes.
Give it a Try
The journey to realizing the full potential of omics is long; but through collaboration with industry experts, customers, and partners like NVIDIA, Google Cloud is here to help shine a light on the road ahead. To learn more about the notebook provided for single-cell genomic analysis, please take a look at NVIDIA’s walkthrough. To give this pattern a try on Dataproc, please visit our technical reference guide.
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Hospitals Can Offer Interconnected Patient Experiences Using Google’s Natural Language Services
Machine Learning (ML) in healthcare helps extract data from conversations, medical records, forms, research reports, insurance claims and other documents across the care value-chain to help care providers have a holistic view of their patients to draw insights for diagnoses and treatments. With Natural Language Processing(NLP), healthcare organizations can program computers and systems to process and analyse large volumes of human communication in form of spoken texts, written documentation and utterances. Watch the video to learn how the healthcare community can leverage Google’s NLP services to process structured and unstructured data to offer interconnected experiences for patients.
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Don’t sweat the big stuff. Make it Google’s problem
Need to interpolate new time series data values over 5 billion rows? Don’t reach for python. Make that Google’s problem and do it in BigQuery.
Need to aggregate petabytes of geospatial data across arbitrary polygons and put it on a map for analysis? Make that Google’s problem and use BQ-GIS.
Great – your map was awesome and now we need it every hour. Roll your own Airflow server? Nope. Make that Google’s problem. You see the pattern.
Geotab, which operates in in the telematics space, applies instrumenting to vehicles to learn how to optimize fleet maintenance, routes and costs, and even find way to optimize city infrastructure.
Geotab has been a long-time customer of Google Cloud products. They leverage the entire GCP suite to empower data scientists to efficiently ingest, process, and analyze petabytes of IoT data.
One of the keys to their pace of innovation and growth has been to focus on their key competencies and partner with others to fill in the gaps.
For Geotab’s data scientists this means focusing on the data and model-building and whenever possible making the processing, storage, and orchestration, well Google’s problem.
How AI and ML Helps Interpret Baseball Fandom during this MLB Season

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The game of baseball has no shortage of statistics — from batting average to exit velocity, strikeouts to wins above replacement. Among all sports, Major League Baseball (MLB) arguably contains the most analytical and data-driven participants and fan base. Subconsciously or viscerally, players and managers on the field and those following from anywhere are constantly assessing and making decisions based off of game play trends and expectations — whether a batter will come through with a hit in an important situation, when a pitcher should be pulled. Less analyzed, however, is what leads fans to become engaged with certain players or teams, and what factors drive their love of the game. This is the motivation behind the problem being posed by Major League Baseball in their Kaggle competition for Player Digital Engagement Forecasting. Can you use machine learning to deconstruct baseball fandom?
This competition asks you to predict measures of digital engagement for each active player on a daily basis during the MLB season. So, how large was the surge in fan interest after Joe Musgrove threw the first no-hitter in Padres history? Is Shohei Ohtani’s engagement higher when he pitches well, when he hits a monster home run…or when he does both? You’re provided a wealth of game, team and player information – detailed stats, awards, rosters, and transaction information – as well as social and digital engagement data as your inputs. Data scientists will recognize this as an exciting forecasting problem with both traditional regression and time series components, where having this input data just prior to the prediction date is critical to determining which players will receive the most engagement.
With so many variables in the game, there are an endless number of vectors which could possibly influence fan engagement. Eleven-time All-Star Miguel Cabrera delighted fans by hitting the first home run of the season – in the snow! Occasionally a lesser-known player like Musgrove or Carlos Rodón “wins the day” with an unlikely no-hitter. And sometimes just getting traded to an iconic franchise like the Yankees generates a ton of fan interest, like it did for Rougned Odor in early April.

As these examples show, a player’s digital engagement can be pretty dynamic during the season, with many different potential contributors to who is “trending” on a given day. How can you use data to uncover which factors are the most influential of engagement with each player’s digital content?
Ready to play ball? Check out the competition on Kaggle for all the details. $50,000 in prizes is up for grabs in two prize categories. The code competition puts your machine learning skills to the test, to see who can build the most accurate forecasting models to predict daily digital engagement for every active player. You’ll have until July 31st to build your models and then be evaluated on a future time frame, which will determine the winners. For data visualization and exploration experts out there, the explainability prizes give you an opportunity to analyze more broadly which factors, even those outside of what we’re providing directly, most influence digital engagement. You’ll be evaluated on how well you can use what the data is telling you to support your findings.
And if you’re looking to get started, we’ve provided an introductory video and some notebook tutorials, including a starting point for harnessing the power of Vertex AI through tools including Cloud Notebooks, Explainable AI, and Vizier.
With the second half of the season upon us, it’s an exciting time to be an MLB fan. With this Kaggle competition, it’s also a perfect opportunity to use data science to help understand baseball fandom and potentially earn some of your own accolades in the process. Step up to the plate!
Major League Baseball trademarks and copyrights are used with permission of Major League Baseball. Visit MLB.com.
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