The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.
A/B-Test of Retention and Monetization Using the Cox Model
Abstract
A/B testing is a popular tool for guiding mobile game development. The developer releases different versions of a game to different test cohorts, and observes which version has the best player retention or monetization. Correctly determining whether the differences are statistically significant is however challenging. Typically the analysis needs to be done on small and heterogeneous player cohorts, with differing follow-up times and unknown player churn. In this paper, we show for the first time how these issues can be properly addressed using the Cox model for recurrent events. The method enables a multivariate A/B-test, that allows determining which game version has the highest player retention or purchase rate, with confidence intervals provided. We demonstrate the benefits of the approach in multiple game development problems, on real-world free-to-play mobile game data.
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Cites
Predicting player churn in the wild
Hadiji, F., Sifa, R., Drachen, A., Thurau, C., Kersting, K., & Bauckhage, C. (2014) · 2014 IEEE Conference on Computational Intelligence and Games · doi:10.1109/cig.2014.6932876 · Cited by 171
Churn prediction for high-value players in casual social games
Runge, J., Gao, P., Garcin, F., & Faltings, B. (2014) · 2014 IEEE Conference on Computational Intelligence and Games · doi:10.1109/cig.2014.6932875 · Cited by 152
Cited by
A Survey on Churn Analysis in Various Business Domains
Ahn, J., Hwang, J., Kim, D., Choi, H., & Kang, S. (2020) · IEEE Access · doi:10.1109/access.2020.3042657 · Cited by 108
Metadata
- Authors
- Viljanen, M., Airola, A., Heikkonen, J., & Pahikkala, T.
- Venue
- Proceedings of the AAAI Conference on Artificial Intelligence and Interactive Digital Entertainment
- Published
- 2017-10-09
- Volume
- 13
- Issue
- 1
- Pages
- 248-254
- ISSN
- 2334-0924
- 2326-909X
- Cited by
- 0
- References
- 2
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- Viljanen, M., Airola, A., Heikkonen, J., & Pahikkala, T. (2017). A/B-Test of Retention and Monetization Using the Cox Model. Proceedings of the AAAI Conference on Artificial Intelligence and Interactive Digital Entertainment. https://doi.org/10.1609/aiide.v13i1.12941
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