How can you develop a data-driven culture in a live service game team, without losing your ability to “think big”? How can you respond intelligently to player behaviors and sentiments that are at odds with your assumptions about your game? How can you tell the difference between high engagement, and healthy engagement? This session will walk through our studio’s cultural evolution regarding data and a set of operating principles, using analytics as a foundation, that are intended to bring out the best in designers, PMs, and producers. By focusing primarily on engagement, this session should paint a clear picture of how data helps not just to optimize games, but to improve whole teams, focus creativity and solve difficult game development problems.