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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.
Citation preview
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@PaulCutsinger
Russ Carroll
A|B Testing
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Surface the Value
Image from Diner Dash by PlayFirst
Source: Amazon Appstore, January 2013
+75% ARPPU
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Show Users How to “Consume”
Image from Cut the Rope by ZeptoLab
Source: Amazon Appstore, January 2013
+65%
repeat orders
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Experiment and react quickly
7 day retention
Time
Active Players
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A|B Testing
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This is Air Patriots
Case Study: Store Optimization
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• Goal – Easier to access store content
• Platform – Android & iOS
• Test – Make it possible to unlock content on Main Menu
STORE OPTIMIZATION
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LOCKED ON MAIN MENU
UNLOCKABLE >
<
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STORE OPTIMIZATION
Test Case Conversion to
Customer 7-Day Retention
Locked on Main Menu
(Control) – –
Unlockable on Main
Menu 20.93% 4.17%
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• Goal – Drive players to our other games
• Platform – Android
• Test – Which image is clicked on more
CROSS PROMOTION
CROSS PROMOTION
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CROSS PROMOTION
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Air Patriots: Cross Promotion
B
A 1.77%
0.93%
Clic
k T
hro
ug
h
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 Game On Menu No Ads
The Producer’s Perspective
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 Game On Menu No Ads Goals
The Producer’s Perspective
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 Game On Menu No Ads Goals
The Producer’s Perspective
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 Game On Menu No Ads Goals
The Producer’s Perspective
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Retrieve a variation
Objective C
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Record a view and conversion Objective C
bit.ly/ABTestXPlat
bit.ly/ABTestiOS
bit.ly/ABTestJava
More details at
Case Study: Junk Race by GameNug
Junk Race Overview
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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
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Case Study: Difficulty Level
29 Amazon Services Confidential
GAME DIFFICULTY TEST
7 day retention
Time
Active Players
30 Amazon Services Confidential
GAME DIFFICULTY TEST
• Goal – A Dramatic Increase!
• Platform – Android & iOS
• Test – A/B/n Test – 5 Difficulty levels!
OR?
31 Amazon Services Confidential
GAME DIFFICULTY TEST
32 Amazon 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 Amazon 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 Amazon 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