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|Session Name:||Lifetime Value in the Time of Covid|
|Company Name(s):||Wizards of the Coast|
|Track / Format:||Business & Marketing|
|Overview:||Predicting the lifetime value of a new player in your game is already a daunting concept. But what if your game only releases new content every 3 months? And to start you have only 3 months of data? And then just as you begin to have a good grasp of the world the global pandemic happens? In this talk we will discuss how a lifetime value model was vastly improved through 4 different versions over a year of Magic: The Gathering Arena. This will cover how traditional models from other industries failed, how we arrived at our solution and how we adapted to the largest change in player behavior we've ever seen.|