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.

Tecnologia Negócios

1
@PaulCutsinger
Russ Carroll
A|B Testing

4
Surface the Value
Image from Diner Dash by PlayFirst
Source: Amazon Appstore, January 2013
+75%
ARPPU

5
Show Users How to “Consume”
Image from Cut the Rope by ZeptoLab
Source: Amazon Appstore, January 2013
+65%
repeat orders

6
Experiment and react quickly
7 day retention
Time
Active
Players

10
• Goal – Easier to access store content
• Platform – Android & iOS
• Test – Make it possible to unlock content on Main Menu
STORE OPTIMIZATION

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
• Goal – Drive players to our other games
• Platform – Android
• Test – Which image is clicked on more
CROSS PROMOTION

16
Air Patriots: Cross Promotion
B
A 1.77%
0.93%
ClickThrough

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

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

23
Record a view and conversion
Objective C
bit.ly/ABTestXPlat
bit.ly/ABTestiOS
bit.ly/ABTestJava
More details at

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

29Amazon Services Confidential
GAME DIFFICULTY TEST
7 day retention
Time
Active
Players

30Amazon Services Confidential
GAME DIFFICULTY TEST
• Goal – A Dramatic Increase!
• Platform – Android & iOS
• Test – A/B/n Test – 5 Difficulty levels!
OR?

31Amazon Services Confidential
GAME DIFFICULTY TEST

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

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!

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

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Dubai, known for its towering skyscrapers, luxurious lifestyle, and relentless pursuit of innovation, often finds itself in the global spotlight. However, amidst the glitz and glamour, the emirate faces its own set of challenges, including the occasional threat of flooding. In recent years, Dubai has experienced sporadic but significant floods, disrupting normalcy and posing unique challenges to its infrastructure. Among the critical nodes in this bustling metropolis is the Dubai International Airport, a vital hub connecting the world. This article delves into the intersection of Dubai flood events and the resilience demonstrated by the Dubai International Airport in the face of such challenges.

Rising Above_ Dubai Floods and the Fortitude of Dubai International Airport.pdf

Orbitshub

Accelerating FinTech Innovation: Unleashing API Economy and GenAI Vasa Krishnan, Chief Technology Officer - FinResults Apidays New York 2024: The API Economy in the AI Era (April 30 & May 1, 2024) ------ Check out our conferences at https://www.apidays.global/ Do you want to sponsor or talk at one of our conferences? https://apidays.typeform.com/to/ILJeAaV8 Learn more on APIscene, the global media made by the community for the community: https://www.apiscene.io Explore the API ecosystem with the API Landscape: https://apilandscape.apiscene.io/

Apidays New York 2024 - Accelerating FinTech Innovation by Vasa Krishnan, Fin...

apidays

Dubai, often portrayed as a shimmering oasis in the desert, faces its own set of challenges, including the occasional threat of flooding. Despite its reputation for opulence and modernity, the emirate is not immune to the forces of nature. In recent years, Dubai has experienced sporadic but significant floods, testing the resilience of its infrastructure and communities. Among the critical lifelines in this bustling metropolis is the Dubai International Airport, a bustling hub that connects the city to the world. This article explores the intersection of Dubai flood events and the resilience demonstrated by the Dubai International Airport in the face of such challenges.

Navigating the Deluge_ Dubai Floods and the Resilience of Dubai International...

Orbitshub

Repurposing LNG terminals for Hydrogen Ammonia: Feasibility and Cost Saving

Edi Saputra

In the thrilling conclusion to 2023, ransomware groups had a banner year, really outdoing themselves in the "make everyone's life miserable" department. LockBit 3.0 took gold in the hacking olympics, followed by the plucky upstarts Clop and ALPHV/BlackCat. Apparently, 48% of organizations were feeling left out and decided to get in on the cyber attack action. Business services won the "most likely to get digitally mugged" award, with education and retail nipping at their heels. Hackers expanded their repertoire beyond boring old encryption to the much more exciting world of extortion. The US, UK and Canada took top honors in the "countries most likely to pay up" category. Bitcoins were the currency of choice for discerning hackers, because who doesn't love untraceable money?

Ransomware_Q4_2023. The report. [EN].pdf

Overkill Security

Angeliki Cooney has spent over twenty years at the forefront of the life sciences industry, working out of Wynantskill, NY. She is highly regarded for her dedication to advancing the development and accessibility of innovative treatments for chronic diseases, rare disorders, and cancer. Her professional journey has centered on strategic consulting for biopharmaceutical companies, facilitating digital transformation, enhancing omnichannel engagement, and refining strategic commercial practices. Angeliki's innovative contributions include pioneering several software-as-a-service (SaaS) products for the life sciences sector, earning her three patents. As the Senior Vice President of Life Sciences at Avenga, Angeliki orchestrated the firm's strategic entry into the U.S. market. Avenga, a renowned digital engineering and consulting firm, partners with significant entities in the pharmaceutical and biotechnology fields. Her leadership was instrumental in expanding Avenga's client base and establishing its presence in the competitive U.S. market.

Biography Of Angeliki Cooney | Senior Vice President Life Sciences | Albany, ...

Angeliki Cooney

The Good, the Bad and the Governed - Why is governance a dirty word? David O'Neill, Chief Operating Officer - APIContext Apidays New York 2024: The API Economy in the AI Era (April 30 & May 1, 2024) ------ Check out our conferences at https://www.apidays.global/ Do you want to sponsor or talk at one of our conferences? https://apidays.typeform.com/to/ILJeAaV8 Learn more on APIscene, the global media made by the community for the community: https://www.apiscene.io Explore the API ecosystem with the API Landscape: https://apilandscape.apiscene.io/

Apidays New York 2024 - The Good, the Bad and the Governed by David O'Neill, ...

apidays

Boost Fertility New Invention Ups Success Rates.pdf

sudhanshuwaghmare1

Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows. We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases. This video focuses on the deployment of external web forms using Jotform for Bonterra Impact Management. This solution can be customized to your organization’s needs and deployed to support the common use cases below: - Intake and consent - Assessments - Surveys - Applications - Program registration Interested in deploying web form automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.

Web Form Automation for Bonterra Impact Management (fka Social Solutions Apri...

Jeffrey Haguewood

A/B Testing with Air Patriots - GDC 2014

1. 1 @PaulCutsinger Russ Carroll A|B Testing

2. 2

3. 3

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

7. 7 A|B Testing

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

11. 11 LOCKED ON MAIN MENU UNLOCKABLE > <

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

15. 15 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

22. 22 Retrieve a variation Objective C

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

25. Junk Race Overview

26. 26 Junk Race Overview

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

A/B Testing with Air Patriots - GDC 2014

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