Founded in 1990 and headquartered in Irvine, CA, MobilityWare is a leading mobile games company with over 300 million downloads across its award-winning app portfolio. Its flagship game, Solitaire, was released on the day the App Store opened, in 2008.
For MobiliyWare’s ad-funded game Solitaire, the most important metrics are around engagement: session-per-day, session length, games-per-session, and more. Besides retention and return rates, these engagement metrics are a good indicator of how enjoyable a game is for their users. They also directly correlate to MobilityWare’s advertising revenue. To optimize those key metrics and increase user engagement, MobilityWare frequently conducts product tests.
One of these experiments was to soft-launch a “daily challenge” feature as a multivariate test. The feature would offer a unique challenge for all players every day and MobilityWare forecasted that this would be a good mover for their engagement metrics. The main goal was to grow the metrics Games Dealt and Ad Impressions Per-Day, which are corollary. To analyze the test performance, MobilityWare relied on Flurry.
Flurry has been in our title since the outset, so we have a good backlog of data stored within the too. The Flurry analytics system is robust and its cost structure partnered well with our high volume titles. It definitely saves us money.
- Alex Tarrand, Head of Product Management & Live Operations, MobilityWare
MobilityWare launched the “Daily Challenge” experiment as a multi-variant test, with three unique shards (each 10% of the population) that prompted players to opt-into the feature at different cadences: One time only, every 3 days, and every 7 days. They set this against a large control population (70%) that obscured Daily Challenges.
MobilityWare assigned different Flurry events to each of the four segments and ran queries against each one of these segments to compare the metrics. This helped determine the optimal bucket based on the target metrics they defined beforehand. The run time for this experiment was 31 days which allowed them to compare D28 retention rates.
The results were spectacular! MobilityWare saw an overall DAU increase of nearly 4% after collapsing to the winning variant. Also, D1-D28 retention increased by 1-3%. The higher engagement also resulted in higher ad impressions and ad revenue.
Alex Tarrand Head of Product Management & Live Operations MobilityWares
One of Flurry’s most useful features is the approximate demographic information. Since we’re not collecting PII, having some estimation for age, gender and geo is very helpful. Also, we like Flurry’s ability to compare Retention day with each other. It’s been helpful when looking at Retention-boosting features to see where the most drastic drop-offs occur. In addition, Flurry service seems to be more stable and reliable than others. And it’s free!