Activision has taken a liking to real time analytic tech for its mobile games. Swrve is a service that allows developers to easily retrieve A/B testing data from players, analyze it, and implement changes in real time without resorting to raw coding.
The idea is to tailor playing experiences quickly and effectively, in a similar way that Google Analytics and Amazon are capable of implementing user specific advertizing based off browser history.
The application of A/B testing to games is an intelligent move, and while it makes sense for mobile games, can we expect to see this tech in future consoles? Activisions’ IOS release of Skylanders Cloud Patrol is the first title to use Swrve’s tech, and this deal creates a possibility for future mobile releases to have a fluid connection between user testing and updates.