The Experimentation Group: Offering Free Consultancy to the Gaming Industry
Despite recent challenges in the gaming industry, three industry veterans have come together to create The Experimentation Group. Comprising David Nelson, Phillip Black, and Tom Storr, this group aims to provide free consultancy services to game developers. In an interview with Tom Storr, we learn about the group’s origins, its goals, and how developers can get involved.
The Origins and Goals of The Experimentation Group
The Experimentation Group was founded by David Nelson, Phillip Black, and Tom Storr, who share a passion for improving the gaming industry. Building on their previous experiences at companies like King, DICE, and Amazon, the group aims to bring science back as a catalyst for growth in games. They believe that by using scientific experimentation, game developers can discover what truly matters to players and enhance their gaming experiences.
Addressing Challenges in the Mobile Gaming Industry
One of the biggest challenges facing the mobile gaming industry is economic viability. With the depreciation of Apple’s IDFA and a competitive ads market, it has become harder for developers to target and acquire new players. To overcome this challenge, The Experimentation Group emphasizes the importance of retention. By understanding what keeps players engaged and building upon those factors, developers can increase their game’s lifetime value and attract more players. The group encourages developers to focus on discovering what matters to players and cutting away unnecessary features that do not contribute to retention.
Exciting Developments in the Gaming Space
A recent example that excites The Experimentation Group is the launch of Monopoly Go! The team finds the game’s immersive experience and seamless gameplay inspiring. This has led them to question the need for excessive interaction between levels in other puzzle games. They believe that understanding player preferences and optimizing gameplay mechanics can greatly enhance the gaming experience.
Getting Involved with The Experimentation Group
The Experimentation Group welcomes collaboration with game studios that have a mobile casual game attracting at least 10,000 Daily Active Users (DAU). They specifically seek studios that can ship small experiments, such as UI changes, in two weeks or less. If a studio is willing to share publicly the results of the experiments, the group offers its services for free. However, if studios prefer to keep the results confidential, alternative arrangements can be made. Interested individuals can connect with The Experimentation Group via LinkedIn or book an appointment through their website.
The Future of The Experimentation Group
The Experimentation Group is committed to driving industry disruption, knowledge sharing, and collaboration. They plan to regularly publish updates on their podcast and blog, providing valuable insights to the gaming community. These updates will be accessible through the group’s LinkedIn page and website.