Matthew Emery – Medium

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IAP merchandising: MVP store design for casual games

Wireframes and best practices for building a minimal viable product for your in-game store

7 min readNov 9, 2021

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IAP merchandising: MVP store design for casual games

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Matthew Emery
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The A/B Testing Playbook For Mobile Games, Part 2: Statistical Significance Testing

In the first article in this series: The A/B Testing Playbook for Mobile Games, Part 1: Structuring the Experiment, we discussed the…

13 min readDec 4, 2023

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The A/B Testing Playbook For Mobile Games, Part 2: Statistical Significance Testing

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Matthew Emery
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The A/B Testing Playbook For Mobile Game Growth, Part 1: Structuring the Experiment | Turbine…

About our articles and guides

11 min readFeb 10, 2023

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The A/B Testing Playbook
For Mobile Game Growth, Part 1: Structuring the Experiment | Turbine…

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Matthew Emery
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The IAP Merchandising playbook, part 2: Visual Hierarchy

The three tiers of visual hierarchy needed to maximize engagement with your in-game offers and increase your revenue

11 min readNov 17, 2020

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The IAP Merchandising playbook, part 2: Visual Hierarchy

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Matthew Emery
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The IAP Merchandising Playbook, Part 1: Special Offers that Sizzle

How to create captivating special offers that drive IAP revenue for your mobile game

9 min readOct 9, 2020

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The IAP Merchandising Playbook, Part 1: Special Offers that Sizzle

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Matthew Emery
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Getting more with less: 6 high-yield design patterns for F2P games

And how to deliver valuable content with higher efficiency than your rivals…

9 min readApr 22, 2020

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Getting more with less: 6 high-yield design patterns for F2P games

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Matthew Emery
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How to Fail in F2P Mobile Games, Part III: Vague Product Goals

Three rules that will define your product’s success

8 min readOct 9, 2019

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How to Fail in F2P Mobile Games, Part III: Vague Product Goals

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Matthew Emery
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How to Fail in F2P Mobile Games, Part II: Undisciplined Innovation

The F2P designer’s dilemma and how they should approach solving design problems

8 min readAug 22, 2019

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How to Fail in F2P Mobile Games, Part II: Undisciplined Innovation

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Matthew Emery
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How to Fail in F2P Mobile Games Publishing, Part 1

Avoid this common yet critical mistake to set you on the path to success for your free-to-play game

7 min readAug 21, 2019

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95% of mobile F2P games are unprofitable

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Matthew Emery
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Do you know your game’s spend depth?

The top 10% of spenders generally contribute 50% of an F2P game’s IAP revenue, so making sure they can spend deeply is essential!

7 min readMar 7, 2019

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Do you know your game’s spend depth?

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Matthew Emery

Matthew Emery

15 year game veteran, freelance mobile game Product Manager. 80+ games with 30+ teams, including Glu, PeopleFun, Social Point. linkedin.com/in/matthewemery

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