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A/B Test Details

Improved Cashier Hiring

Hypothesis: It will be easier for the players to hire a cashier for a longer time and create a bigger resource sink.
Cashier Improvements
The cashier license will be unlocked automatically.
Increased the work hours upto 96 hours.
Scaled Cash and energy requirements accordingly
Comments
Android
Extremely negative impact on the revenue
iOS
Not Tested
Results (Improved Hiring)
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*Requires in depth analysis which was not possible at the time.
*Can not be maintained separately for both platforms currently.
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Simplified Shop UX

Hypothesis: It will speed up the ordering process for the players.
Changes
Removed the add to basket step while purchasing items from the shop.
Instead the items were ordered instantly when pressed.
Comments
Android
Very negative impact on the revenue.
iOS
Not Tested
Results (Simplified Shop UX)
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*Requires in depth analysis which was not possible at the time
*Can not be maintained separately for both platforms currently
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Clothing Store Placeholder

Hypothesis: An increase in retention might mean that there’s an aptitude for more content.
Changes
A clothing store added across the street from the store to give the idea of an upcoming expansion.
Comments
Android
Very negative impact on the revenue, very slight increase in Retention.
iOS
Not Tested
Results (Clothing Store)
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*Requires in depth analysis which was not possible at the time
*All other metrics were negative by around a margin of 1%.
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Lunar Year Season Pass Data Set

Hypothesis: Better rewards for the Lunar Year 2025 Season Pass will motivate the players towards better engagement.
Changes
Higher amounts of cash and energy rewards for both paid and f2p users
Higher XP rewards for both the paid and f2p users
Comments
Android
Very negative impact on the revenue.
iOS
Positive impact on the revenue.
Results (Lunar New Year)
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*Requires in depth analysis which was not possible at the time.
*All other metrics were negative by around a margin of 1%.
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Pickup Multiple Boxes

Hypothesis: It will increase engagement with rewarded Ads.
Changes
By watching this rewarded ad, the player will be able to pick up to 4 product boxes at the same time.
The player will be able to stack the time depending on how many times the ad is watched.
This time will reset in case the game is closed.
Comments
Android
Very negative impact on the revenue across all Geos.
iOS
Positive impact on revenue in US and Tier 1 but negative in Tier 2 and Tier 3.
Results (Carry More Boxes)
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*Requires in depth analysis which was not possible at the time
*All other metrics were negative by around a margin of 1%.
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Upsell Remove Ads

Hypothesis: Increasing the price and having a secondary offer which is a clearly worse option will increase the profits and conversion from the “Remove Ads” iAP.
Changes
2 Offers in a single panel
Weekly Subscription: $4.99
One time (permanent) purchase: $14.99 → $9.99 → $7.99
Offer the player a discount after every 6 hours till the price hits $7.99.
Comments
Android
Positive impact on the revenue in US but very negative in Tier 1, Tier 2, Tier 3.
iOS
Positive impact on the revenue in US, Tier 1, Tier 2, negative in Tier 3.
Results (Upsell Remove Ads)
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*Requires in depth analysis which is not possible at this time
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Free Goods

Hypothesis: Increase the overall engagement with rewarded Ads
Changes
Six offers each offering a specific count of boxed items.
The number of boxes will be determined randomly from ranges assigned to product types
Average: 3-5
Good: 2-4
Premium: 1-3
The goods that appear here will be randomized by 3 tiers depending on their profit margins.
Comments
Android
Negative impact on the revenue in US but very positive in Tier 1, Tier 2, Tier 3.
iOS
Positive impact on the revenue in US, Tier 1, Tier 3, negative in Tier 2.
Results (Free Goods)
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*Requires in depth analysis which is not possible at this time
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Day End Offer

Hypothesis: This AB Tests will bring an increase in engagement with this rewarded offer.
Changes:
Show the default offer for cash from the shop in the day end panel.
Positive impact on the revenue in US
Comments
Android
Positive impact on the revenue in US, Tier 2, Tier 3 but very negative in Tier 1.
iOS
Positive impact on the revenue in US, Tier 1, Tier 2, negative in Tier 3.
Results (Day End Offer)
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*Requires in depth analysis which is not possible at this time
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Rewards Tree

Hypothesis: This ad placement will increase ads engagement.
Changes:
The player will be able to access this rewards tree through a gift box placed next to the computer table in the shop.
Variation 1
5 Rewards.
All rewards can only be claimed through watching rewarded videos.
The first 2 rewards need to be enticing, next 2 rewards will be a bit underwhelming and the last reward needs to be the most enticing.
This rewards tree will reset each day, offering different rewards every time.
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Data Balance v1
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Variation 2
5 rewards.
Every other reward can be claimed without watching a rewarded video.
Here the best rewards can only be claimed by watching a rewarded video.
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Data Balance v2
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Comments
Android
Positive impact on the revenue in US, Tier 3 but very negative in Tier 1, Tier 2.
iOS
Negative impact on the revenue across all Geos.
Results (Rewards Tree)
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*Requires in depth analysis which is not possible at this time
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Season Pass Pricing

Hypothesis: Increased profits for incrased pricing.

Changes
Variation 1
Price increased by 20% from $4.99 to $5.99
Variation 2
Price increased by 60% from $4.99 to $7.99

Results

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*This only helped maintain the overall revenue coming through Season Pass Sales but did not increase profits.
*Further analysis is required which is not possible at this time.
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