Mastering LTV: Deconstruction of TapNation AB test process

What the talk is about

Florian Jauffrineau, VP of Publishing at TapNation, explains how the company improves the LTV of hyper-casual games through A/B testing. He outlines the hyper-casual cycle: prototype, CPI test (now mostly on TikTok), iteration, profitability test and publishing. LTV can be raised through content and gameplay (levels, boss levels, tournaments, cameras, skins) and through monetization (new ad networks, in-game ads, audio ads, interstitial frequency). Using Giant Rush as a case, he shows LTV nearly doubling over several months of tests. The Q&A covers cohort size, test duration, the in-house A/B platform and when to kill a game. Useful for hyper-casual publishers, producers and game designers.