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Ben Webley (Director of Gaming, Global Marketing Solutions, Facebook)
Location: Room 2001, West Hall
Date: Thursday, March 21
Time: 2:00pm - 2:30pm
Pass Type: All Access, GDC Conference + Summits, GDC Conference - Get your pass now!
Topic: Business & Marketing
Vault Recording: Video
Audience Level: All
Mobile gaming is a data-driven business, fueled by performance metrics and ongoing A/B tests. But while metrics are a valuable input for decision making, you can't forget that your daily active users are just people after all, making decisions based on personal tastes and preferences. In this session, Ben Webley (Director of Gaming, Global Marketing Solutions, Facebook) will dive into the decisions of a "daily active human" based on insights from a recent independently conducted study. Why have you settled for losing half of your new players after their first day? Why haven’t you unlocked a much higher % of payers? How common is post-purchase regret, and what causes it? Come and learn why understanding your players as humans, driven by emotions can be the key to disruption.
Attendees will walk away from this session with original research findings around mobile gamers' decision-making habits, as well as tips and recommendations on how developers and advertisers should tailor their ads, communications and offers, reinforce their value and monetize consumers.
Insights and recommendations will be relevant to all levels of marketers and product managers who are responsible for acquiring and retaining mobile players.