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Optimization of Online Games through Telemetry and Large-Scale Experimentation [SOGS Business]
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Optimization of Online Games through Telemetry and Large-Scale Experimentation [SOGS Business]

Speaker/s: Erik Andersen (University of Washington Center for Game Science)
Day / Time / Location: Tuesday 5:05- 5:30 Room 130, North Hall
Track / Duration / Format / Audience Level: Social and Online Games Summit / 25-Minute / Lecture / All
GDC Vault Recording: Video Recorded
Description: This talk will focus on how to use telemetry, statistical analysis, A/B testing and multivariate testing to optimize player retention in online and social games. We will show how we used these methods to attract and retain 1.5 million players in three online games: Refraction, Hello Worlds, and Foldit. We will present data from 110,000 players showing that music and sound effects had no effect on player retention, that secondary objectives caused as many as 40% of players to quit prematurely, and that text tutorials were only effective in the most complex and least conventional game of the three.
Takeaway: Attendees will learn how to use A/B testing to optimize player retention in online and social games. Attendees will see numerical results from 110,000 online game players in A/B tests that evaluated aesthetics, secondary objectives, and tutorials.

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