Wargaming • 2021
Behavioural Research for 2x Engagement
Designed a social battlepass system where A/B testing showed 76% immediate challenge engagement versus 39% for the control, and authored the studio's Behavioural Design Playbook.
The Context
World of Tanks serves over 150M users globally. The battlepass system needed to drive deeper engagement and social interaction among players, but existing approaches were underdelivering.
The Problem
Challenge engagement was underperforming, and the team needed evidence-based approaches to improve it. Intuition-driven changes weren't moving the needle on key engagement metrics.
The Bottleneck
Previous engagement features lacked behavioural design principles. Changes were made based on intuition rather than structured experimentation, making it impossible to reliably predict or measure the impact of design decisions.
The Solution
Designed a social battlepass system using behavioural design principles. Ran A/B testing to validate the approach against the existing system. Authored and deployed a Behavioural Design Playbook studio-wide to institutionalise the methodology.
The Results
A/B testing showed 76% immediate challenge engagement versus 39% for the control group. The Behavioural Design Playbook was adopted across the studio as the standard framework for engagement feature design.
"Even the most oppositional of cultures can be brought together through design."
— Nick Strine, Founder, SemiMassive