Jessica Van Der Kroef
Talk Abstract: AB testing in mobile games
Farm Heroes Saga is one of the few games that has made over a billion dollars since its launch, and it is still going strong after 5 years. It’s important to keep the game feeling fresh and interesting to our millions of players across the world, and for that we have an amazing development team working tirelessly behind the scenes to come up with new ways to entertain our players. But how do we know that we’re doing the right things? For us, AB testing is the key to success. How do we decide on a test design? What about interaction effects? Is there an optimal way to analyse your results? I’ll be sharing my learnings and challenges from doing dozens of AB tests in mobile games, as well as giving an insight into data science in a creative and fast-paced environment like King.
Bio: Jessica van der Kroef completed both a bachelor’s and a master’s degree in Econometrics in her home country of the Netherlands, before she moved to London in February 2015 to write her master’s thesis at University College London. She started working for King as a data scientist summer intern, and is now a senior member of the Business Performance Unit in London. Working on live games like Farm Heroes Saga, but also on projects that are still in development, her work involves close interaction with the level designers, developers, and other members of the game team to ensure an optimal experience for our millions of players all over the world.