THE
EXPERIMENTATION
GROUP

DISCOVER WHAT REALLY MATTERS TO YOUR PLAYERS.

ONE CHANGE, $1B IN REVENUE

THE STORY OF HARD-LEVEL LABELLING

We had a familiar problem for anyone in mobile gaming; only a small percentage of our players paid. Our analysis led to the hypothesis that making levels less abstract by labelling the hard ones might give more players a reason to spend.

This small UI change had an incredible effect. Not only did it have an immediate and sizeable impact on revenue for both hard and easy levels, it also proved consistently effective in every game we applied it to.

Hard Level Labelling has spread beyond King to become an industry-standard in mobile gaming, but very few teams know why it works. Understanding that WHY is what really matters - it holds the key to sustained growth.

TXG ARE DEDICATED TO HELPING YOU FIND GROWTH

Unlock Your Game’s Full Potential

Experimentation is the most effective way to discover what really matters to your players. We work with teams across genres to test, refine, and optimise key systems—from monetisation and Live Ops to UX and economy design.

Our structured process—Discovery, Design and Experimentation—turns insights into action, helping teams unlock the full potential of their game.

End To End Match-3 Expertise

With years of hands-on experience in industry-defining match-3 titles like Candy Crush Saga, we offer an end-to-end deep-dive designed specifically for casual puzzle games.

From level balancing and feature design to Live Ops and monetisation, we combine deep category knowledge and proven experimentation frameworks to solve the challenges that drive revenue and retention, to bring long-term success to your game.

PROVEN TEAM, PROVEN RESULTS

DAVID NELSON:
EX. VP EXPERIMENTATION AT KING

David literally wrote the playbook on experimentation. He founded and led King's experimentation function from zero to world class.

TOM STORR:
EX. PRODUCT LEAD EXPERIMENTATION AT KING

Whilst David was in meetings, Tom did the work. He collaborated on experiments with the Candy Crush, Pet Rescue and Bubble Witch teams, creating impact across the Kingdom.

PHILLIP BLACK:
EX. GAME ECONOMIST AT DICE AND AMAZON

A failed real-world economist who read too many Yanis Varoufakis VALVEconomics posts and thought fake economics was way more fun. He worked at Scopley before moving onto Battlefield at DICE, then new projects at Amazon Game Studios. He’s been consulting at Game Economist Consulting in the past year and yelling into the void on the Deconstructor of Fun and Game Economist Cast podcasts.

OUR CLIENTS

  • Collaboratively. We’re here to help you get better results, we’ll work with your team to improve your way of working to enable that.

  • Results depend on a lot of factors, but previous experiments have generated double-digit percent increases in bookings.

  • Scientifically. We work with your team to balance your goals and parameters (such as DAU) to design the right methodology to maximise the chance of a clean result.

    We like to ship quickly to maximise the opportunities we have to learn. We also like to swing for a big impact to maximise the chance we get a clear result one way or the other.

    We will record all elements of the experiment from end to end in your preferred format to ensure stakeholders are aware of the work that’s being done and you have a record to refer to in the future.

  • A lot! David founded and led the original Experimentation Group at King, being responsible for hundreds of experiments which generated multi-million dollar bookings increases for the company.

    Tom is an experimentation machine, having worked with David in the King Experimentation Group and built experimentation functions at two further B2C startups.

    Phillip is deeply experienced in analysis having worked in Game Economy and Analytics at Amazon, DICE and Scopely.

  • A lot! Hard Level Labelling, Emphasised Top List, Episode Race and Streaks are some classic features from the King experimentation unit that have shown to be highly repeatable.

  • The same you would use to ship any new feature, so on most occasions Data, Design and Engineering.

  • We’re going to help you ask and answer the questions that are most likely to lead to growth. There will be features for sure, but mainly we will introduce a way of thinking about your users and your product that will bring the most impactful work to the top of your backlog.

  • You make the final decision on your game. We’re here to help you make the best decisions, but they are your decisions.

  • Either book a meeting using the “GET IN TOUCH” button below or email us on contact@experimentation.group

QUESTIONS AND ANSWERS: