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Use the GDC 2021 Session Viewer to browse and sort the ever-growing list of sessions by day, time, pass type, topic, and format. All registered attendees will be able to build their personal schedule directly within the event platform, once live early July 2021. All times are listed in Pacific Time.

Free to Play Summit: How to Win Players' Hearts by Personalized Recommendations in the Game 'UNO!'

Zixiao Kang  (Senior Data Analyst, NetEase)

Tiange Yang  (Senior Data Product Manager, NetEase)

Date: Monday, July 19

Time: 4:00pm - 5:00pm

Pass Type: All Access Pass, Summits Pass

Topic: Free to Play

Format: Session

Vault Recording: Video

Audience Level: N/A: I prefer to present live on-site but I am open to delivering a virtual presentation

The NetEase ThunderFire UX (Leihuo UX) team helps game UNO! carry out the landing of recommendation strategies in many countries and regions, and provides comprehensive data services. They share how personalized recommendations can be used in areas such as game modes and in-game item purchases to make players feel understood by the game, which could improve players' game experience and payment performance in turn. The talk covers how to use item pack recommendations to deal with different kinds of players, and how A/B testing is used to evaluate the recommendation strategies in UNO!.


Attendees can learn a paradigm of conducting in-game personalized recommendation strategies to improve players' experience and accordingly raise players' retention rate and lifetime value, including behavior analysis to generalize user patterns, primary KPI setting, in-game personalized recommendation strategies for different patterns, and agile A/B testing to evaluate performance.

Intended Audience

Any game designers, or people who are interested in recommendation strategies applied in F2P games.