The A/B Testing Playbook for Mobile Games, Part 2: Statistical Significance Testing

In the first article in this series, we discussed the different types of A/B testing (also known as “split-testing”), how to properly structure experiments, and the most common …

About our articles and guides

In our work on 100+ games with 80+ game teams, there are some challenges that we encounter again and again. Over time, our experiences naturally evolve into generalizable best-practices. In these articles, I attempt to …

Wireframes and best practices for your in-game mobile free-to-play game store

Visual Hierarchy in IAP Stores

Top-grossing mobile games use visual hierarchy to guide players’ purchases. Here’s your playbook for visual hierarchy in IAP stores!

Checklist for Creating IAP Special Offers that Sell

In mobile games, IAP Merchandising is an area where best-practices are well established. Here’s your checklist for creating IAP Special Offers that sell!

Understanding IAP Merchandising

Successful free-to-play mobile games use effective IAP Merchandising. But what does that actually mean, and what are its components?

Six High-Yield Design Patterns for F2P Games

“We have tons of ideas, but what should we do first?” Having worked with over 30 game teams as a product consultant, I’ve been surprised by how often developers fail to frame the prioritization problem correctly. As a result, I’ve seen …

How to Fail in F2P Mobile Games: Part II

Previously, we touched on three distinct approaches to product and feature design: Adapting Proven Solutions, Forward-Innovation, and Pure (blank slate) Design.

The F2P Designer’s Dilemma

Like many mobile game PMs and designers, I cut my teeth in premium console game production. Down in the trenches, creative decision-making flowed freely.

How to Fail: Start Without a Business Case

As we know, 95% of mobile F2P games are unprofitable. After working on 80+ mobile projects with 30+ game teams, I’ve seen these odds play out first-hand.