GCAP 2017

The Free-to-Play market is more competitive than ever and dominated by huge companies with endlessly deep pockets. It can be challenging to know what game to make or how to make meaningful improvements once it’s live. While daunting, this can be advantageous. The Free-to-Play market offers a constant feedback loop; a discerning audience who vote with their time and wallets. The challenge can be knowing what to create, what to measure and how.

Ella will share methodologies for tackling these challenges and the (many, many) lessons learnt developing and supporting Mighty Kingdom’s most recent Free-to-Play game Shopkins: World Vacation. She’ll discuss how the team approached every stage development to allow data, not opinion, to inform almost every decision they made and the ripple effects they saw as a result (inducing a 300% increase in a key metric). Using concrete examples applicable to every genre, she’ll discuss how to develop your own feedback loop and separate the insights from the noise. Lessons include how to decide what game to make in the first place, how to know what to measure, why user cohorts matter and why the first session is the most important one.