Predictive models are rarely static -- operationalized models typically have an update cadence. At Mobilewalla, for instance, our models are updated every 30–180 days. At the end of each update period, the model is revised based on assessing the fidelity of its output since the last update. This is an important component of standard model maintenance practice, and is known as the feedback loop. A degenerate feedback loop (DFL) occurs when this prior output unfairly impacts future outcomes.

Let me tell you a little-known fact. Look at companies that use a gaming mindset to help you grow and monetize your company. Snapchat or Uber might be the next big thing. They will likely look more like a gaming studio that uses the best user acquisition, retention, and revenue strategies from the gaming industry. The video game industry is more important than the movie and music industries.

Creative is the key to user acquisition for game developers, and data is the key to optimizing for your target audience, drilling down to what converts, and more. For more on gaining a competitive edge with new creative processes and technologies, join GamesBeat's Dean Takahashi and more at this VB Live event. When it comes to user acquisition, the most pressing challenge game developers face is simply consumer attention. There's a tremendous amount of competition for the precious free time people have between responsibilities, says Noa Miller, marketing creative strategist at yellowHEAD. "You're competing to make playing games a priority," Miller says.

While the thought of Artificial Intelligence (AI) sometimes renders visions of a dystopian future in which humans are replaced by robots bearing superior intelligence and capabilities, the truth is that the application of AI in both the current and future state of mobile games development is not nearly so far removed – or so scary. Computers have already begun to augment humans for several functions at many of today's top gaming studios, and this trend is only getting started. From live operations and fraud detection to user acquisition, games developers throughout the world are turning to AI and machine learning to automate and optimise tasks that previously required manual (aka, "human") labour. Not only can computers do most tasks faster and more efficiently than humans, but as AI algorithms get smarter over time, they are learning to do them much more effectively as well. AI's role in the future of game monetisation and engagement is closer than you might think.

Chatbots are a hot topic in tech -- positioned at the intersection of many macro tech trends like the rise of artificial intelligence, messaging apps surpassing social apps in users, and enterprises struggling with customer acquisition and engagement on mobile. Investment dollars are gushing into the leading messaging apps, and all of the tech giants have announced significant new initiatives. If you have ever used Amazon Alexa, you can see what the hype is about. But will chatbots be as revolutionary as the hype would have it? To predict how chatbots will evolve, we can look to Asia, a region that has led the West in this space. WeChat is often cited as the poster child for chatbots.