Introducing The Experimentation Group
It’s been a tough couple of years in gaming but The Experimentation Group (TXG) is here to turn the page. Our team of industry experts are on a mission to bring the good times back by revolutionising how we understand what players want, and we’re doing it for free.
Believing in Broken
We fundamentally believe the way games are made is broken. For too long, the gaming industry has operated on copy-pasting and gut-feel. While some studios have struck gold, many others have struggled to create engaging experiences for their players. TXG believes the solution is science.
Our founders understand this better than anyone else: David Nelson, the former Vice President of Experimentation at King, wrote the playbook on experimentation, founding and leading King’s famous experimentation unit. Tom Storr was part of that success, collaborating on experiments with iconic games like Candy Crush, Pet Rescue Saga and Bubble Witch Saga. And Phillip Black a former Game Economist at DICE and Amazon, has the extensive experience analysing and optimising mobile games that rounds the team out.
A Higher Calling
TXG’s mission is to help game studios discover what really matters to their players through the scientific method. We believe in a gaming industry that thrives on a culture of continuous improvement through collaborative and structured learning about our players. By working together we’ll go faster.
TXG partners with mobile game companies at any stage, helping them build an effective experimentation process. We will work with you to ensure you’re asking the right questions, the right structures are in place, impactful experiments are designed and shipped and the resultant analysis gets to the core of your players' needs and motivations.
Moving the Industry Forward
We are committed to moving the entire gaming industry forward. To accelerate progress, we offer our expertise free of charge to those mobile gaming companies willing to publicly share their insights and learnings. We’ve seen first hand how experiments like Hard Level Labelling create value across the industry, by sharing our learning we will all benefit.
Join Us in Inspiring the Industry
If that sounds like you, come and be part of The Experimentation Group, a company driven by progress, science and collaboration.
Together, we’ll grow your game and inspire the industry by understanding what our players really want.