Experimentation and optimization service

A system comprising:

• one or more computer processor devices;
• and
• memory having stored thereon instructions executable on the one or more computer processor devices to configure the computer system to perform operations comprising:
• accessing historical game-related data of multiple players of an online game;
• in an automated procedure performed based on the historical game-related data, performing operations comprising:
• identifying a plurality of player segments, each player segment comprising a subset of the multiple players;
• defining a target activity performable by players in the online game;
• and
• for at least one of the plurality of player segments, creating a game variant model based on promoting likelihood of performance of the target activity by players in the respective player segment;
• in an automated process that is based on the game variant model, generating one or more rules for building respective instances of a game variant based on the game variant model;
• receiving an indication that a client computing device associated with a requesting player is requesting access to the online game;
• identifying a particular one of the plurality of player segments applicable to the requesting player;
• automatically generating a custom instance of the game variant based at least in part on the one or more rules;
• and
• sending, from a server computing device, the custom instance of the game variant to the client computing device for instantiation.

A non-transitory computer-readable medium having stored thereon machine-readable instructions which, when executed by one or more computer processor devices, cause the one or more computer processor devices to perform operations comprising:

• accessing historical game-related data of multiple players of an online game;
• in an automated procedure performed based on the historical game-related data, performing operations comprising:
• identifying a plurality of player segments, each player segment comprising a subset of the multiple players;
• defining a target activity performable by players in the online game;
• and
• for at least one of the plurality of player segments, creating a game variant model based on promoting likelihood of performance of the target activity by players in the respective player segment;
• in an automated process that is based on the game variant model, generating one or more rules for building respective instances of a game variant based on the game variant model;
• receiving an indication that a client computing device associated with a requesting player is requesting access to the online game;
• identifying a particular one of the plurality of player segments applicable to the requesting player;
• automatically generating a custom instance of the game variant based at least in part on the one or more rules;
• and
• sending, from a server computing device, the custom instance of the game variant to the client computing device for instantiation.