Real-time Relevance Optimizes Player Experiences for Popular Mobile Games

Uken Games uses Swrve to advance user experiences for Who Wants to Be a Millionaire? and Jeopardy! World Tour players.

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About Uken Games

Uken builds games that people everywhere love. Who Wants To Be A Millionaire? and Jeopardy! World Tour are the top two trivia games, engaging millions of global players every month. We consider ourselves data-driven designers, technologists and artists. Through collaboration, we pair the craft of design with feedback and data to deliver a pace and rhythm in each game session that immerses our audience and leaves them wanting more. We take your entertainment seriously.

About Uken Games
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Goals of the Uken Games team included learning more about what keeps players intrigued, invested, and feeling valued, and drive activity amongst lapsed users. They required a solution that would keep their team agile with easy-to-use tools and simple campaign building.

By implementing a solution that allows them to understand players as individuals, further incentivize gameplay with intelligent interactions, and foster a sense of loyalty with experiences optimized to fit their personal preferences, goals, and needs, Uken Games knew they would have what it takes to transform everyday players into VIP gamers.


The Swrve platform was designed to handle the high points of first time user experience (FTUE), the immediacy and excitement around 1:1 messaging new levels, deliver surveys at optimal times of engagement, optimize live ops, and send messaging based on the frequency and recency that players exhibit at each stage of their journeys—all at a global, enterprise scale. 

With the mobile gaming solution from Swrve, the team at Uken Games had the enterprise-grade targeting and triggering needed to keep engagement high, actively address churn for better retention, and gain valuable insight about individual player interests, needs, and goals every single day.

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The Results

“Using Swrve has allowed us to go from idea phase to action extremely quickly when it comes to reaching out to our users... As a result, we actually saw people being engaged by the Swrve [campaign] and playing and spending in our game again,” said Maggie McLean, producer at Uken Games. The team’s enjoyed a variety of favorable business outcomes, including:

  • Over 17,000 clicks on a single survey 
  • Over 50% engagement rate with lapsed users
  • More targeted, real-time engagement with daily active users
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