Beyond Standard A/B Testing: Advanced Experimentation & AI in Mobile Gaming

Mobile gaming operates in an experimentation environment unlike any other. Massive data volumes, granular user segmentation, and rich historical data provide incredible power—yet extreme outliers, heavy-tailed monetization distributions (whales), and complex player dynamics present formidable statistical and product challenges. Join us for an inside look into how top-tier gaming studios tackle experimentation at scale. In this session, we host Daniel Raz, Director of Data and Game Economy (Innplay Labs) at Playtika, to explore the intersection of advanced experimentation, game economics, and cutting-edge methodology. Daniel will pull back the curtain on real-world systems built at Playtika, sharing how they turn unique mobile data constraints into competitive advantages—and how they are integrating AI to supercharge test design, analysis, and decision-making. Key Takeaways: The Mobile Gaming Paradox: Managing extreme skewness, whale impact, and high-frequency events without sacrificing statistical power. Leveraging Pre-Experiment Data: Practical techniques to use rich historical telemetry and segmentation to accelerate test velocity. Production Playbook: Proven workflows, frameworks, and tools deployed across Innplay Labs / Playtika. The AI Multiplier: How machine learning and generative workflows are modernizing game economy experimentation and automated insight generation.