The Experimentation Group speaker Tom Storr is speaking on Tuesday at Gamesforum discussing the behavioural drivers and systems behind IAPs with Omri Nygate, Daniel Gazit, and Inês Ramalho.

The Experimentation Group (TXG) help teams build and grow mobile games on evidence, not opinion. Our work takes two main forms. Firstly, if you have a game idea, we take it from a brief to a playable build in the hands of real players, quickly. We refine your vision into a sharp, testable vertical slice that has the potential to scale, you keep the vision and ownership. Secondly, if you have a live game that's performing below expectation, we design and ship experiments that move ROAS, RPI and retention: A/B testing, game economy design, level balancing, live ops, UX and the analytics to read results properly. Both run on the same principle: find growth by understanding what really matters to your players. Between us, we've spent our careers at some of the biggest studios in the world. David Nelson created and ran the Experimentation function at King. Phillip Black modelled game economies at Scopely, DICE and Amazon. I spent seven years at King leading experimentation, research and innovation across Candy Crush, Pet Rescue and Bubble Witch. We work in high-cadence, hands-on collaborations, at a pace your team can feel week to week. Since 2023, TXG has helped studios: • Increase RPI by 75% through economy and feature redesigns • Turn stagnant puzzle and Match-3 games into scalable products • Identify the fastest paths to growth through structured A/B testing • Build experiment roadmaps that unlock long-term retention and revenue • Make paid UA viable with stronger early-day metrics We work with teams at every stage: from studios that want experimentation and economy capability without building it in-house, to founders taking a first game to market. If that sounds like you get in touch.