Due to the spread of data available, Bayesian analysis was used on certain data points to determine probabilities. It is outlined as follows: Among the gamer demographic in Brazil, 45.1% of females actually consider themselves to be gamers and 55.6% of males actually consider themselves to be gamers. Of the total population of the gamer demographic, 36.1% of females play on console and 63.9% of males play on console. Given that a person considers that he or she is an actual gamer, what is the probability that they play on console?

This information was required to complete the calculations for determining the target customer in the advertisement campaign planning. Rather than the formula, a Table format Bayesian analysis was used:

To explain, for each Event (male or female), Prior Probability (Console Player) is multiplied with Conditional Probability (Self-Proclaimed Gamer). This results in the Joint Probability. The joint probability for the female and male events are 0.163 and 0.355, respectively. For the joint probability, a total of the two events is aggregated. By dividing the joint value of a given event by the total joint probability, the Post Probability (also called the Revised Probability) is derived. To answer the question posed at the beginning of the article:

• If the person who considers their self a gamer is female, the probability that they play on console is 0.315, or 31.5%.
• If the person who considers their self a gamer is male, the probability that they play on console is 0.685, or 68.5%.