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Developing AI to Motivate Game Players: The Case of MARVEL Future Fight (Presented by TENTUPLAY)

Hyeyon Kwon  (COO, TENTUPLAY)

Date: Tuesday, August 4

Time: 12:00pm - 12:30pm

Pass Type: Conference Pass, Discovery Pass - Get your pass now!

Topic: Business & Marketing, Programming

Format: Sponsored Session

Vault Recording: TBD

Audience Level: All

Understanding the player's motivations is essential to figure out how to keep them engaged. In this talk, the speaker is going to share their project with the game, MARVEL Future Fight. Her team developed an AI that understands players’ motivations and keeps them engaged. They segmented them into various personas based on their motivations, and tested hypotheses on what causes them to leave. They also created in-game messages that contain personalized game strategies and item offers, which brought a significant increase in retention rates and in-app purchases.


Attendees will learn practical ways to identify each player's motivations, apply them to their own games and improve retention and revenues. This talk will present concrete examples that can be applied to various games.

Intended Audience

The audience can be game designers, data scientists, marketers, and anyone interested in discovering their players’ motivations and applying new insights to their game operations.