Case Study: FACEIT achieves 12% increase in first-match players and 3× more A/B tests with Mixpanel

FACEIT, discovered deep user insights in Mixpanel and used them to design a better player experience and increase retention

FACEIT is a leading online multiplayer gaming platform with over 15 million players, leagues, and tournaments. Facing rapid growth and a young user base without established industry patterns to follow, the team needed deeper, granular event tracking to understand navigation, identify drop-off points, and improve the first-time user experience and overall retention.

Using Mixpanel (with BigQuery integration) FACEIT tracked fine-grained user events, mapped common flows, and ran many more A/B tests to validate changes. By simplifying the first-time dashboard and reducing UI “noise,” they streamlined player onboarding, tripled their A/B testing cadence, lowered maintenance costs, and achieved a 12% increase in players completing their first match and improved retention across core funnels.

Faceit

Maria Laura Scuri

Director of Operations