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|Session Name:||Analytics in Action: Data in a Creative Culture|
|Track / Format:||Business, Marketing and Management|
|Overview:||This talk will show how to use game analytics and player insights inside the creative process and discuss how integrating data can benefit development teams without undermining their creativity. Phil Mansell, studio head for Stalwart MMORPG RuneScape, will lift the lid on Jagex's internal workings and show how analytics can be used as an essential resource which empowers creative decision makers. This talk will use case studies with real data from RuneScape and Jagex's in-house tools to give examples of how analytics and user research can assist in designing and tuning live games.|