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👋 About Stav:Began her career in large-scale software companies.Transitioned into online gaming in Tel Aviv by chance.Worked at companies like Playtika and Huge Games.Specializes in product management, monetization, and player retention.
🎮 Entry into the Industry:Moved from a serious, technical environment to the dynamic world of gaming.Enjoys the blend of art, psychology, and technology in game development.Appreciates the diverse team dynamics in gaming compared to traditional software companies.🌍 The Tel Aviv Gaming Scene:Tel Aviv as a hub for online gaming companies.Emphasizes the vibrant tech culture and innovation in the region.
🔍 Importance of Segmentation:Recommends focusing on player segments rather than full personalization.Suggests starting with simple segments based on recent spending habits (last 6-12 months).Highlights the effectiveness of defining segments well, especially for small teams.💡 Effective Segmentation Strategies:Use spend thresholds to categorize players into buckets (e.g., $5, $20 spenders).Consider recency of purchases to determine player value.Implement cohort-based segmentation, grouping players by their start date for tailored experiences.
🛠️ Role Variations:Acknowledges that product management roles can vary significantly between companies.In some places, product managers focus on execution; in others, they are more strategic.🎯 Becoming a Better Product Manager:Understand player psychology and emotional triggers (e.g., risk aversion, loss aversion).Engage in reverse-engineering other games to grasp design decisions.Balance between high-level vision and attention to detail.⚖️ Feature Prioritization:Build a sensible roadmap aligned with key performance indicators (KPIs).Avoid overreacting to competitor features; stay focused on your game's goals.Prioritize features based on gut feeling, team dynamics, and resource availability.
📊 Evaluating Campaigns and Features:Recognizes the challenge of balancing monetization and retention metrics.Recommends A/B testing by exposing features to a portion of the player base (e.g., 80%).Monitors impact on revenue and player engagement to assess feature success.
🧰 Essential Tools:Outsource business intelligence (BI) dashboards for analytics.Ensure prompt responses to app store ratings and reviews.Consider outsourcing customer support, focusing on VIP players.💡 Attribution and Monitoring:Utilize mobile measurement partners (MMPs) like AppsFlyer or Adjust to track return on ad spend (ROAS).Emphasizes the importance of monitoring critical metrics from the outset.
🤝 Importance of Player Interaction:Regularly communicate with VIP players for valuable insights.Understand that VIPs often represent a significant portion of revenue (Pareto principle).Use their feedback to refine features and enhance the player experience.🗣️ Examples of Player Feedback:Discovered the importance of club events to players in Huge Casino.Adjusted game features to support social aspects and club dynamics.
👥 Adding Social to Games:Even in solitary games like slots, social interaction can enhance player engagement.Introduce features like chat and clubs to foster community.Recognize the varying player preferences for competition and collaboration.
💰 Enhancing Monetization:Focus on timing and pressure points when offering monetization options.Implement algorithms to identify missing items for players and offer them strategically.Plan monetization features as an integral part of feature development.🔄 Tying Features Back to Core Loop:Ensure new features like collections feed back into the main gameplay loop.Example: In slots, higher bets increase chances of obtaining better packs, encouraging continued play.
👤 Ideal Candidate Traits:Prefer candidates who are gamers themselves and understand player psychology.Look for charisma and the ability to communicate effectively across teams.Value versatility, technical proficiency, and sensitivity to team dynamics.🔄 Transitioning from Game Design:Game designers can transition smoothly into product management due to their understanding of game mechanics and user experience.
🔑 Stav's Advice:A/B Test Everything: Even small changes can have significant impacts; testing helps identify what works.First-Time User Experience: Focus on optimizing each element to improve early retention.Communicate with VIPs: Maintain open channels to understand their needs and keep them engaged.Provide Quality Content: Continuously offer new content and quality-of-life improvements to retain long-term players.
📞 Connecting with Stav:Available on LinkedIn for networking and discussions about product management roles.🔗 Final Thoughts:Emphasizes the importance of understanding player needs and balancing monetization with player enjoyment.Highlights the need for adaptability, continuous learning, and effective communication in product management.
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Ep.90: A balancing act of Product Management
🎙️ Mastering Retention Podcast: Product Management and Player Retention with Stav Klosner
Host: Tom Hammond, Co-founder of UserWise
Guest: Stav Klosner, Experienced Product Manager in the Gaming Industry
Introduction
Stav's Journey into Gaming
Segmentation and Monetization
Product Management Insights
Measuring Success and KPIs
Starting a Gaming Studio: Tools and Services
Engaging with VIP Players
Incorporating Social Elements
Monetization Tools and Strategies
Hiring and Qualities of a Good Product Manager
Tips for Improving Player Retention
Conclusion
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