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GDC + VRDC 2019 Session Scheduler

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How to Build a VIP Department to Drive Engagement and Revenue in Social Gaming

Gemma Doyle  (Vice President, Zynga / T2)

Location: Room 301, South Hall

Date: Friday, March 22

Time: 10:00 am - 11:00 am

Pass Type: All Access, GDC Conference + Summits, GDC Conference - Get your pass now!

Topic: Business & Marketing

Format: Session

Vault Recording: Video

Audience Level: All

What is the investment required to build a meaningful VIP department that consistently delivers on revenue and engagement metrics? The issue not only lies in understanding the investment required to reward VIP players but also in recognizing the level of operational investment and resources required to guarantee the success of VIP as a function. The objective is for the account manager to be part of the players' overall gaming experience, from interest finding to celebrations of milestones (personal, in game and game related) and support and solutions when problems arise, demonstrating a commitment to such valued players.


Attendees will learn how Zynga became successful in applying VIP management to social gaming. This session will be an overview of how to set up, maintain or improve your VIP Department. Attendees will be given the tools to break down player segmentation, understand how effective data science models are to a prosperous operation, understand how to set VIP KPIs, understand how to build a useful VIP loopback for game teams, understand how to staff appropriately, understand how to reward VIPs and most importantly, how to tie a conclusive ROI to VIP Management.

Intended Audience

Anyone interested in learning how to develop or improve a VIP Operation that is able to prove a definitive uplift in VIP retention, re-engagement and revenue will benefit from this session.