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Free-to-Play Summit: Meaningful Marketability Testing: Avoiding Pitfalls and Preventing Costly Mistakes

Diana Maher  (Marketing Leader, Independent Contractor; ex-Dots(T2); ex-Melsoft)

Location: Room 2016, West Hall

Date: Tuesday, March 21

Time: 2:10 pm - 2:40 pm

Pass Type: All Access Pass, Summits Pass

Topic: Free-to-Play

Format: Lecture

Vault Recording: Video

Audience Level: All

Early marketability testing is often considered a silver bullet for testing game ideas early on. However, it has pitfalls that often result in costly mistakes: from not pursuing any game ideas for years to getting false positives in marketability tests and investing millions in developing a game unable to survive in the F2P market.

Diana Maher spent several years studying ways of running reliable and practical early marketability tests and will share insights to equip you with the knowledge and understanding you need to design early tests and use the results to make sound decisions. This talk will walk through sample marketability tests and analyze their KPIs and pitfalls, and offer recommendations on how to effectively use marketability testing.


Attendees will examine several examples of early marketability test results and gain familiarity with their nuances and pitfalls, and get recommendations for early marketability and UA tests and what role their results should play in decision-making.

Intended Audience

This is for everyone from indie game developers and game designers to key business stakeholders: marketing executives, CEOs, investors—anyone looking to lower risks related to developing a new game. Everyone who wants to understand how to effectively use early marketability testing and not be tricked by its results.