Mobile gaming is a data-driven business, fueled by performance metrics and ongoing A/B tests. But while metrics are a valuable input for decision making, you can't forget that your daily active users are just people after all, making decisions based on personal tastes and preferences. In this session, Ben Webley (Director of Gaming, Global Marketing Solutions, Facebook) will dive into the decisions of a "daily active human" based on insights from a recent independently conducted study. Why have you settled for losing half of your new players after their first day? Why haven't you unlocked a much higher % of payers? How common is post-purchase regret, and what causes it? Come and learn why understanding your players as humans, driven by emotions can be the key to disruption.