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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. What goes into the decision making process to download a new game, and why do some people make purchases while others do not? How common is post-purchase regret, and what causes it? How do people feel about the title of "gamer"? This session will leave you with insights and recommendations that will appeal to the human nature of this business.
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.