A/B Test Analysis

Study on players churn using A/B testing with data of the game Cookie Cats from Tactile Games. The objective it to determine if moving the first gate from level 30 to level 40 increases the number of returning players after 1 and 7 days.

To begin the project, the first step is to establish a hypothesis that aligns with the research goal. In this case, we aim to investigate the impact of moving the first gate in the game from level 30 to level 40 on player return after 1 and 7 days. Specifically, we want to determine if this change resulted in an improvement in player retention. In the game, players encounter gates that require them to wait before they can progress or make an in-app purchase as they advance through the levels.

Upon conducting the analysis, we discovered that the results were opposite to what we had anticipated. In fact, we observed lower retention rates among those whose gates were moved to level 40.

Data Cleaning

Data Modeling

Statistical Data Analysis

Data Visualisation