![Page 1: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/1.jpg)
Game Optimization through Large-Scale Experimentation
Erik Andersen Ph.D. student Center for Game Science University of Washington Computer Science Dept.
![Page 2: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/2.jpg)
Music
Gameplay Sound effects
Art
![Page 3: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/3.jpg)
engagement
retention
revenue
![Page 4: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/4.jpg)
A/B Testing
![Page 5: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/5.jpg)
A/B Testing
A B
![Page 6: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/6.jpg)
Metrics
● Levels completed
● Time played
● Return rate
![Page 7: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/7.jpg)
Aesthetics Secondary Objectives
Tutorials
![Page 8: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/8.jpg)
Foldit Refraction Hello Worlds
![Page 9: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/9.jpg)
Refraction
![Page 10: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/10.jpg)
Rating: 3.8 / 5
400,000 plays
![Page 11: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/11.jpg)
Hello Worlds!
![Page 12: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/12.jpg)
Rating: 4.2 / 5
1,385,000 plays
![Page 13: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/13.jpg)
Foldit
![Page 14: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/14.jpg)
240,000 players
![Page 15: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/15.jpg)
Player Tracking
● Flash cache / login name
● New players only
![Page 16: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/16.jpg)
Statistical significance
95% confidence level (p<0.05)
![Page 17: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/17.jpg)
Experiment #1: Audio
Sound Effects
Music
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Result:
Music and sound effects did not matter
![Page 19: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/19.jpg)
Experiment #2: Animations
![Page 20: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/20.jpg)
Result:
Animations improved engagement
![Page 21: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/21.jpg)
0
5
10
15
Levels Completed
No Animations
Animations
No Animations Refraction
![Page 22: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/22.jpg)
0
200
400
600
Time Played (s)
No Animations
Animations
No Animations Refraction
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0
5
10
15
Return Rate (%)
No Animations
Animations
No Animations Refraction
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0
100
200
300
400
500
Time Played (s)
No Animations
Animations
No Animations Hello Worlds
![Page 25: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/25.jpg)
0
5
10
15
20
Return Rate (%)
No Animations
Animations
No Animations Hello Worlds
![Page 26: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/26.jpg)
Experiment #3: Secondary Objectives
(Super Mario Bros., Nintendo 1985)
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Levels
% of players
100
0
![Page 30: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/30.jpg)
Levels
% of players
100
0
With Coins
Hypothesis
![Page 31: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/31.jpg)
Levels
% of players
100
0
With Coins
Reality
![Page 32: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/32.jpg)
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Time
% of players
100
0
What about time played?
![Page 35: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/35.jpg)
Time
% of players
100
0
With Coins
Hypothesis
![Page 36: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/36.jpg)
Time
% of players
100
0
Hypothesis
With Coins
![Page 37: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/37.jpg)
Time
% of players
100
0
With Coins
Reality: Many Players Quit Sooner
![Page 38: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/38.jpg)
Time
% of players
100
0
![Page 39: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/39.jpg)
![Page 40: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/40.jpg)
![Page 41: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/41.jpg)
Result:
secondary objectives harmed engagement
![Page 42: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/42.jpg)
(Assassin’s Creed, Ubisoft 2007)
![Page 43: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/43.jpg)
Maybe easier is better?
(Super Mario Bros., Nintendo 1985)
![Page 44: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/44.jpg)
![Page 45: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/45.jpg)
![Page 46: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/46.jpg)
![Page 47: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/47.jpg)
![Page 48: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/48.jpg)
Time
% of players
100
0
Off-path Coins
![Page 49: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/49.jpg)
Time
% of players
100
0
On-path Coins
![Page 50: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/50.jpg)
![Page 51: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/51.jpg)
![Page 52: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/52.jpg)
Result:
secondary objectives were good if they supported the primary objectives
![Page 53: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/53.jpg)
Experiment #4: Tutorials
![Page 54: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/54.jpg)
0
2
4
6
8
Levels Completed
No Tutorials
Tutorials
No Animations Foldit
![Page 55: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/55.jpg)
0
200
400
600
800
Time Played (s)
No Tutorials
Tutorials
No Animations Foldit
![Page 56: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/56.jpg)
Refraction and Hello Worlds:
no effect
![Page 57: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/57.jpg)
Result:
text tutorials helped only in
the most complex game
![Page 58: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/58.jpg)
Number of concepts
11 13 24
![Page 59: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/59.jpg)
Context-sensitivity
Context-sensitive Context-insensitive
![Page 60: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/60.jpg)
Result:
context-sensitive help was better (if tutorials helped at all)
![Page 61: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/61.jpg)
0
2
4
6
8
Levels Completed
Context-
insensitive
Context-
sensitive
No Animations Foldit
![Page 62: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/62.jpg)
0
200
400
600
800
Time Played (s)
Context-
insensitive
Context-
sensitive
No Animations Foldit
![Page 63: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/63.jpg)
Let’s gather more data
● Let us A/B test your games!
![Page 64: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/64.jpg)
Coauthors
Yun-En Liu Richard Snider
Roy Szeto Seth Cooper
Eleanor O’Rourke Jeff Lowdermilk David Truong Zoran Popović
![Page 65: Game Optimization through Large-Scale Experimentationeland/papers/Andersen_Game_Optimization.pdf · Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team:](https://reader035.vdocument.in/reader035/viewer/2022062607/60542f9fb9917a68007e4b67/html5/thumbnails/65.jpg)
Acknowledgements
Kongregate: August Brown and Anthony Pecorella Logging: Kefan Xu Refraction Team: Erik Andersen, Yun-En Liu, Marianne Lee, Eric Butler, Brian Britigan, Stephen Sievers, Roy Szeto, Mai Dang, Christian Lee, Ethan Apter, Emma Lynch, Happy Dong, Zorah Lea Fung, Justin Irwen, Seth Cooper, François Boucher-Genesse, Zoran Popović Hello Worlds Team: Rich Snider, Michael Eng, Marianne Lee, Blake Thompson, Jeff Flatten Foldit Team: Seth Cooper, Adrien Treuille, Firas Khatib, Janos Barbaros, Joshua Snyder, Alex Cho Snyder, Jeff Flatten, Jeff Lowdermilk, Dun-Yu Hsiao, Jeehyung Lee, David Salesin, David Baker, Zoran Popović