A/B Testing with Air Patriots - GDC 2014
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A/B Testing is about using data to challenge assumptions and test new ideas, often leading to increased engagement and monetization. In addition to showing you the latest cross-platform testing services at your disposal, we'll discuss the "happy accident" that the Air Patriots team made. It was unexpected and led to an increase in both retention and monetization.
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A/B Testing with Air Patriots - GDC 2014
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- 4. 4 Surface the Value Image from Diner Dash by PlayFirst Source: Amazon Appstore, January 2013 +75% ARPPU
- 5. 5 Show Users How to “Consume” Image from Cut the Rope by ZeptoLab Source: Amazon Appstore, January 2013 +65% repeat orders
- 6. 6 Experiment and react quickly 7 day retention Time Active Players
- 8. 8 This is Air Patriots
- 9. Case Study: Store Optimization
- 10. 10 • Goal – Easier to access store content • Platform – Android & iOS • Test – Make it possible to unlock content on Main Menu STORE OPTIMIZATION
- 12. 12 STORE OPTIMIZATION Test Case Conversion to Customer 7-Day Retention Locked on Main Menu (Control) – – Unlockable on Main Menu 20.93% 4.17%
- 13. 13 • Goal – Drive players to our other games • Platform – Android • Test – Which image is clicked on more CROSS PROMOTION
- 14. CROSS PROMOTION
- 16. 16 Air Patriots: Cross Promotion B A 1.77% 0.93% ClickThrough
- 17. 19.94%1. 3 day Retention -1.07% +0.83% 8.06%2. 7 day Retention +0.74% -10.11% 2.05%3. Units Purchased +0.34% -12.07% 0%4. Ads Clicked +1.89% +3.07% 43,120 The Producer’s Perspective Ads on menu or in game
- 18. 19.94%1. 3 day Retention -1.07% +0.83% 8.06%2. 7 day Retention +0.74% -10.11% 2.05%3. Units Purchased +0.34% -12.07% 0%4. Ads Clicked +1.09% +4.07% 43,120 Ads on menu or in game In GameOn MenuNo Ads The Producer’s Perspective
- 19. 19.94%1. 3 day Retention -1.07% +0.83% 8.06%2. 7 day Retention +0.74% -10.11% 2.05%3. Units Purchased +0.34% -12.07% 0%4. Ads Clicked +1.09% +4.07% 43,120 Ads on menu or in game In GameOn MenuNo AdsGoals The Producer’s Perspective
- 20. 19.94%1. 3 day Retention -1.07% +0.83% 8.06%2. 7 day Retention +0.74% -10.11% 2.05%3. Units Purchased +0.34% -12.07% 0%4. Ads Clicked +1.09% +4.07% 43,120 Ads on menu or in game In GameOn MenuNo AdsGoals The Producer’s Perspective
- 21. 19.94%1. 3 day Retention -1.07% +0.83% 8.06%2. 7 day Retention +0.74% -10.11% 2.05%3. Units Purchased +0.34% -12.07% 0%4. Ads Clicked +1.09% +4.07% 43,120 Ads on menu or in game In GameOn MenuNo AdsGoals The Producer’s Perspective
- 23. 23 Record a view and conversion Objective C bit.ly/ABTestXPlat bit.ly/ABTestiOS bit.ly/ABTestJava More details at
- 24. Case Study: Junk Race by GameNug
- 27. 27 Tips: Producers in control: “With two-way services you can request a value from the server that you control. Two-way services let you make changes to your live game instantly. Free: Amazon is the only free two-way service that we have found.” Multi-variable: “We don't test variables, we test user experiences.” Watch sample size: “If a couple users can change your conclusion, you need a larger sample” Deploy Instantly Cross Platform: “A/B testing on iOS has the advantage of skipping the week long review period ” -John Goforth
- 28. 28 Case Study: Difficulty Level
- 29. 29Amazon Services Confidential GAME DIFFICULTY TEST 7 day retention Time Active Players
- 30. 30Amazon Services Confidential GAME DIFFICULTY TEST • Goal – A Dramatic Increase! • Platform – Android & iOS • Test – A/B/n Test – 5 Difficulty levels! OR?
- 31. 31Amazon Services Confidential GAME DIFFICULTY TEST
- 32. 32Amazon Services Confidential Test 1: A Control B 2% easier C 4% easier D 6% easier E 8% easier 7-Day Retention – tbd tbd tbd tbd Conversion to customer – -1.71% 16.11% 19.23% 4.84% GAME DIFFICULTY TEST
- 33. 33Amazon Services Confidential GAME DIFFICULTY TEST • How much would you pay to increase retention by 20%? • How much time would you invest? Our Take-Aways! • Never launch a game in future w/o AB difficulty test! • Low-hanging fruit! • Opportunities abound!
- 34. 34Amazon Services Confidential A|B Testing • Monetization – minimize luck and maximize skill • Delight your customers • test customer experiences • AB testing tools are easy to use • Cross Platform • Deploy changes instantly • Free • Low-hanging fruit is waiting to be harvested Paul Cutsinger Russell Carroll Find me at: • @PaulCutsinger • @AmazonAppDev • developer.amazon.com/blog • bit.ly/ABTestXPlat