This isn't art.

Test. Test. Test: How wooga turned the games business into a science (Wired UK): Wooga is a new type of game developer, one that emphasises metrics over creativity. Its core discipline is A/B or split testing, in which new features are introduced to a selection of users, and their reactions measured. Features remain only if users engage with them. If they don't respond, wooga tries new features until they do. Each wooga title is updated weekly; the initial release is just another stage in development. "After launch we become very metrics-driven," says Begemann. "During the first two weeks of Brain Buddies [wooga's first game], we did four or five A/B tests. It was very fast -- almost daily iterations."