Improving player experience by experimenting in Candy Crush Saga - Anastasia Kuznetsova, King

Building games for hundreds of millions of players is a complex saga. Every new thing that you want to add to the game has to be thoroughly tested and has to fit perfectly in the complicated environment of the game so that overall player experience is improved. At King, we leverage analytics and data science to streamline experiment design, implementation, and analysis process. I will talk through the design of experiments and A/B testing process from a feature development perspective, give some examples of common pitfalls that could be avoided by careful planning and extensive monitoring.

Key Learning Points:

  • Important areas and possible pitfalls to consider when launching an experiment on a successful mobile game
  • How to make the monitoring and analysis of an A/B Test a smooth process by creating various tools


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