Farm Heroes Saga is one of the few games that has made over a billion dollars since its launch, and it is still going strong after 5 years. It’s important to keep the game feeling fresh and interesting to our millions of players across the world, and for that we have an amazing development team working tirelessly behind the scenes to come up with new ways to entertain our players. But how do we know that we’re doing the right things? For us, AB testing is the key to success. How do we decide on a test design? What about interaction effects? Is there an optimal way to analyse your results? I’ll be sharing my learnings and challenges from doing dozens of AB tests in mobile games, as well as giving an insight into data science in a creative and fast-paced environment like King.