Lloyd Melnick


I lead the social gaming initiatives at PokerStars/Full Tilt, part of Amaya Gaming. Previously, I was Sr Director on Zynga's social casino, building out the VIP and loyalty programs for Hit It Rich! slots and Zynga Poker. I came to Zynga from Spooky Cool, where I was Chief Growth Officer and before that, GM International Publishing at Playdom/Disney and co-Founder and CCO of Merscom (which we sold to Playdom). My passions are customer behavior and analytics.

Trackbacks and Pingbacks:

  1. The importance of segments and cohorts to Lifetime Value, LTV part 7 « The Business of Social Media - February 26, 2013

    […] I discussed the importance of customer lifetime value (LTV), its key elements (monetization, retention and virality) and how to calculate LTV; but it is important to also understand that there is not […]


  2. The secret to creating a hit habit-forming product or game « The Business of Social Media - June 17, 2014

    […] you are improving all the factors that impact lifetime value. Most directly, you are improving retention, which is critical to having a high LTV. Thus, if you build your product or game incorporating the four steps of the Hook Model, you are […]


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