How mixing science with creativity can boost your game's success

• Storr shared three key points: operating within a set structure, balancing data and creativity, and moving fast

Last year, industry veterans David Nelson, Phillip Black, and Tom Storr created a new consultancy group to help developers nurture their games through an experimental mix of data and creativity.

The Experimentation Group was created eight months ago, and we interviewed them at the beginning of their journey. Today, at Develop: Brighton, Tom Storr gave a talk that reflected many of the points made in a recent feature and offered actionable advice.

Experimenting through the use of science and creativity 

Storr shared three key points that developers can consider when trying to elevate their game: operating within a set structure, balancing data and creativity, and moving fast.

“When you are considering making changes, it’s inevitable that you will have to change your plan, and that’s fine. It’s ok to change things. However, you should ensure that each change is a deliberate one, and each pivot needs to be understood.”

Storr went on to explain that when you have a metric in mind that you are trying to move, you should be “clear in your intent” and think beyond the metric you are driving. For example, if you want your game to have more revenue, you could incorporate ads into your game to boost revenue, but what does that then do for the game's retention? Storr expresses the importance of “weighing up each aspect and finding the right balance.”

Storr also touched on his time with King and how they approach development.

“King is super data-orientated. They have data scientists on every team who can pore over the numbers and be enriched in those numbers. This is great for saying, ‘add this and this, and it should have a positive impact.’

"However, on the flip side, you have more creatively minded people on the team who want to try new things and tread new ground rather than using tried and tested methods. But in my experience, the data scientists usually won.”

Storr's message is that it’s all about balance. “Try to iterate each time using a known test to find the right answer and then build upon that. Keep building on that idea to edge toward a positive result. Always explore by using creativity that is backed by data.”