SBMM: Worse than I thought
Matchmaking connects multiple players to participate in online player-versus-player games. Current matchmaking systems depend on a single core strategy: create fair games at all times. These systems pair similarly skilled players on the assumption that a fair game is the best player experience. We will demonstrate, however, that this intuitive assumption sometimes fails and that matchmaking based on fairness is not optimal for engagement. In this paper, we propose an Engagement Optimized Matchmaking (EOMM) framework that maximizes overall player engagement. We prove that equal-skill based matchmaking is a special case of EOMM on a highly simplified assumption that rarely holds in reality. Our simulation on real data from a popular game made by Electronic Arts, Inc. (EA) supports our theoretical results, showing significant improvement in enhancing player engagement compared to existing matchmaking methods.
The thing that stands out to me the most is that it's best for EA for you to have varied results. The paper's authors collected data on win/loss/draw patterns in "recent match outcomes in a popular PvP game made by EA" (obviously FIFA) and found the below results. Players are less likely to churn (quit for the night, basically) after certain patterns of alternating results than a win streak. This actually makes some sense when you think about it. If I'm getting a bunch of great games I tend to quit while I'm ahead, whereas if I have a great game followed by a terrible one, I'll keep chasing that original high. And, of course, a losing streak is the worst possible thing that can happen if retention is your goal.
TL;DR - They want you to keep playing and spending more
(Obviously, these words aren't mine lol)