Deconstructor of Fun 298. Segmentation Is Dead. Long Live Personalization!
Aug 4, 2025
Join Phil Mohr, Justin Stolzenberg, and Puli Liyanagama, the innovative minds behind Metica, as they dive into the future of gaming personalization. They discuss the shift from traditional segmentation to scalable experimentation for enhanced user experiences. With insights on navigating user acquisition in a privacy-first world, they reveal how AI and machine learning can transform game development. Expect to hear about practical applications that drive player engagement and the critical importance of blending creativity with data-driven strategies.
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Medica's Data Journey Beginnings
- Phil Mohr shares Medica's origins from their early work with King and Candy Crush, handling massive data and scaling challenges.
- They witnessed segmentation reaching over 15,000 buckets, prompting the move toward player journeys and personalization.
Segmentation Is Past, Experimentation Future
- Justin Stolzenberg explains that segmentation represents past approaches, while experimentation at scale is the future in game growth.
- Machine learning enables delivering personalized experiences for players instead of relying on static segments.
Embrace Machine Learning for Journeys
- Use machine learning to break down large player journeys into thousands of micro-journeys for better results.
- Avoid limiting yourself to human-defined, static segments that cannot scale effectively.