The Art of Making Data Driven Creative Decisions in Gaming
summary
Discussion argues creative becomes the control lever after ATT, replacing cohort targeting with a disciplined testing pipeline: two new concepts and three iterations a week, platform-specific tests (Snap/TikTok/Google), and in-house motion teams (~30) producing influencer and UGC assets. Culturalization examples include a VIP Balut campaign where country-flag creatives lift engagement and one stunt yields 10x CTR. Teams build internal predictive models, run Snap AR lenses as measurable UA, and localize dialects for better funnel conversion.
AI-written summary · about
chapters (21)
- 0:00Intro
- 0:43Welcome
- 1:10Introductions
- 2:45How did you prepare
- 4:21How did you pivot
- 5:46Have you had to change
- 8:41Creative testing methodologies
- 11:04Testing framework
- 13:00Localization
- 14:32Culturalization
- 17:00Development Process
- 18:54Creative Framework
- 22:53InHouse vs Outsource
- 24:00Third Party Tools
- 25:05Augmented Reality
- 26:51AI
- 28:15How is 2022 panning out
- 30:01Learnings
- 31:15Top 3 Recommendations
- 32:33Recommendations to the Developer Community
- 34:41Questions
related talks
19mData & Analytics; Shaping the Future of Gaming and Maximizing ROI
28mCrafting Hyper-Relevant User Experiences
21mLeveraging Data Analytics for Game Advertising & Marketing
24mWhat and Why, How to Leverage Data Science and Research
20mFrom Data to Development: Using Stats To Keep Up With Mobile Game Trends
06mUnleashing Innovation Beyond Brainstorming: Where Data Meets Creativity
18mApplication of the Messy Middle Model in Video Games Marketing
30m#ElevateYourGame: How Impression-level Data Can Take Your Game to the Next Level