Delivered at Casual Connect Europe 2016 Have you ever seen an amazing product become stagnant? A great game followed by rubbish sequels? Ever worked on something for 6+ months only to see "meh" reviews and poor metrics? Misunderstanding your customer is the shortest route to self-destruction, and it's becoming easier in a more mature market. Over the years, we've experienced amazing success and periods of crisis and self-reflection. I will share some techniques we've developed that help us maintain focus, stay in touch with the players and convert feedback into design and business decisions.