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|Session Name:||Moving a Games Company from Gut Feeling to Metrics|
|Company Name(s):||Travian Games GmbH|
|Track / Format:||Business and Marketing|
|Overview:||This lecture illustrates the organizational challenges lots of gaming companies face when growing big without having the structure and tools in place to analyze their games and their players' behavior. It explains the move of Travian Games, a German browser games company, from gut feeling to metrics-driven design processes with the help of a central data warehouse, user-based tracking, as well as a company culture connecting the "old" with the "new" world. Examples on how to facilitate the process of game design, marketing, monetization, and customer support by means of metrics will be given.|