Blog
Stories from the field
Notes from the team — what we learn building AI monetization for Unity and Unreal studios.
Aug 12, 2026 · 4 min read
Earned versus spent across your players' whole tenure
The ratio of what players earn to what they spend is a single number. Plotted against how long they have played, it becomes a map of your economy.
Aug 5, 2026 · 4 min read
When a winning test result should not be shipped at all
A variant can win its measurement and still be the wrong thing to ship. The metric it won on is rarely the only thing the change affected.
Aug 5, 2026 · 4 min read
Control groups without giving up the revenue they cost
Holding players back from a change is the only way to know it worked. The objection is that it costs money, and that objection is mostly answerable.
Aug 4, 2026 · 4 min read
Testing changes when your player base is still small
Standard testing advice assumes traffic you may not have. With a few thousand players, most differences you can detect are not the ones worth acting on.
Aug 1, 2026 · 4 min read
Genre benchmarks are a starting point, not a target
Chasing a published benchmark optimises your game toward the average of games you did not make. Useful as a sanity check, dangerous as a goal.
Jul 30, 2026 · 4 min read
Cohort tenure versus calendar time in live-ops reporting
Comparing this month to last month measures your acquisition mix as much as your game. Comparing week-three players to week-three players measures the game.
Jul 24, 2026 · 4 min read
Review Reply Rate Is Quietly an ASO Lever Now
Store algorithms weigh review sentiment and reply rate in ranking, and Google indexes your replies. Here is why answering reviews now moves search.
Jul 20, 2026 · 4 min read
A crash won't just interrupt a session, it ends one
Players who hit a game-breaking bug rarely give a second chance. Here's the case for treating stability as a retention lever, not just an engineering metric.
Jul 19, 2026 · 4 min read
Install fraud hides inside your UA spend right now
Fraudulent installs cost the mobile industry billions a year, and most studios fold the cost silently into a rising blended CPI. Here's the fix.
Jul 18, 2026 · 5 min read
Instant games: the no-install channel worth testing
Instant games let players try a stripped-down build in one tap, no install required. Here's what that layer can prove and what it can't.
Jul 18, 2026 · 5 min read
The install-conversion tax hiding in your SDK stack
Every SDK you add makes your app bigger, and app size quietly costs you installs. Here's the data and how to keep the running total visible.
Jul 7, 2026 · 4 min read
LTV forecasting: cohort curves vs per-player models
Cohort curves and per-player models answer different questions about lifetime value. Picking the wrong one for your decision wastes both.