- Last year, industry veterans Tom Storr, Phillip Black, and David Nelson combined their expertise from EA and King to establish a new consultancy project called The Experimentation Group. Their mission was to provide guidance to studios free of charge in exchange for the opportunity to share the results publicly for educational purposes.
With over a decade of experience in experimentation across various companies such as King, TapNation, and Heseri Games, The Experimentation Group has accumulated valuable insights that can benefit game developers of all sizes. In the past eight months, Tom Storr and his team have learned important lessons from the projects they have assisted with and are eager to share them with you.
When faced with performance challenges in game development, many teams often struggle to find effective solutions. This is where The Experimentation Group steps in to provide expert guidance based on proven strategies.
Based on their extensive experience, The Experimentation Group emphasizes the importance of structuring your experimentation process. By clearly defining the metrics you aim to improve and identifying key hypotheses, you can strategically work towards achieving your goals.
It is crucial to have a clear understanding of your objectives and how they align with your player base.
One common starting point for improvement is early retention rates, as they can significantly impact player engagement and acquisition efforts. By focusing on specific metrics like day 1 to day 3 retention, teams can quickly test and iterate on their strategies to drive positive outcomes.
Always prioritize your strongest hypothesis to maximize your chances of success.
Moreover, maintaining a healthy balance between data-driven decisions and creative ideas is essential for sustainable growth. Drawing inspiration from successful experiences while staying true to your player base can lead to innovative solutions that resonate with your audience.
By moving swiftly and testing frequently, teams can gather valuable insights and make informed decisions to drive progress. The Experimentation Group encourages teams to embrace experimentation as a means of understanding player behavior and optimizing their game experiences.
Rapid experimentation is the key to unlocking valuable insights and making informed decisions.
Ultimately, the goal of experimentation is not just to implement changes but to build a deeper understanding of your players and their preferences. By following a structured approach, balancing data and creativity, and maintaining a fast-paced testing environment, teams can drive continuous improvement and innovation in their games.
Summary:
Experimentation is a dynamic process that offers valuable insights and opportunities for growth. By embracing structured experimentation, teams can unlock the potential for innovation and success in game development.
Edited by Paige Cook
