~40%Improvement in D0 first gameplay through guided onboarding
~30%Improvement in leaderboard adoption
50–60Copy and communication experiments
>100Experiments across product and marketing, driven via the CDP tool
Four connected capabilities
- Segmentation
Understand the user and their journey.
- Decisioning
Compare interventions through experiments.
- Communication
Choose the explanation, channel and timing.
- Personalization
Adapt the experience and reward sequence.
Objective
- Improve adoption, retention and continued engagement.
- Connect product value with the explanation and timing users need.
Users
- New players with different levels of product knowledge.
- Users navigating early setbacks or learning how to progress.
Initiatives
- Build the CDP's segmentation, decisioning and personalization capabilities.
- Partner with product teams on feature design and go-to-market.
- Test communication across copy, channels and languages.
Implementation
- Connect guided onboarding and contextual education with first use.
- Explain progression and surface relevant game-level nudges.
- Use repeatable launch playbooks to track adoption from first use through continued engagement.
Decisions & trade-offs
- Tailor interventions to user knowledge and the moment in the journey.
- Test product changes and communication together to learn which paths work.
Impact
- Guided onboarding improved D0 first gameplay by about 40% and D0 conversion by around 0.5%.
- Clearer progression improved leaderboard adoption by roughly 30%; game-level nudges improved its revenue contribution by a further 5% by the end of year one.
- More than 100 experiments across product and marketing were driven via the CDP tool.
Measurement notes
Results span different initiatives and measurement windows and should not be added together.