One of the benefits of creating an online game is the ability to adapt to user preferences, even after your product has launched. But instrumenting a game -- implementing changes to the play mechanic, managing a game or virtual world's reward system and difficulty level, adding partners, and even changing a pricing strategy -- is a relatively unknown area of product management. With an online product, going live is just the mid-point in a product's lifespan. This lecture will reveal the nuances of collecting player metrics, data mining, and other areas of online analytics. Understand the second, third, and fourth chance you get with online and make the most of the web's ability to instrument your customer's online experience.