Case Study: Certain Affinity achieves faster gameplay and streamlined UI with Google Analytics Solutions

Certain Affinity - Customer Case Study

Certain Affinity, an Austin-based independent game studio behind co-development work on franchises like Halo and Call of Duty, turned to analytics for its first mobile title, Age of Booty: Tactics. The team needed a cost-effective, flexible solution to quantify and improve retention, monetization and virality and to deliver timely, actionable feedback throughout pre- and post-release development.

By integrating Google Analytics early, Certain Affinity made data-driven design decisions, used engagement flow and A/B testing to simplify the UI and optimize gameplay pacing, and leveraged custom dimensions to track retention and monetization. The changes moved total time spent in-game from #4 to #1, cut average turn duration from 3.08 to 2.10 minutes, reduced screens per session from 15.5 to 8, and lowered time per screen from 2:00 to 1:33, improving usability and session efficiency.

Certain Affinity

Patrick Bergman

Business Development Manager