Engage, re-engage, retain - how to make sure your users stay with your games? - Mika Kuusisto, Outfit7

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ENGAGE, RE-ENGAGE, RETAIN

HOW TO MAKE SURE YOUR USERS STAY WITH YOUR GAMES

NOT HEARD OF US YET?

Over 3.6 billion downloads

Two apps among the top 10 downloaded games of 2015 (AppAnnie)

OUR APPS

We made a lot of cool games

My Talking Tom

My Talking Angela

Talking Tom 2

Talking Angela

Talking Ginger 2

Talking Pierre

Talking Tom Jetski

Talking Tom Bubble Shooter

Talking Tom

Talking Ben

OUR APPS

We have a lot of cool users

MONETIZE IAP and advertising other games

KEEP PLAYING focus on retentionEngage users to increase session times in your games

250 million

MONTHLY ACTIVE USERS

RETENTION

Why retention is important?

UA prices fluctuate greatly

Unpredictable user quality when acquiring

Positive ROI on acquired users is harder to achieve

RETENTION

Retention tactics are necessary!

But what are they and how do we fine tune them?

RETENTION

Retain by engaging

ENGAGE USERS VIA DIFFERENT PLACEMENTS:

Cross promotion interstitials and videos

News pop ups

Push messages

Game wall

Focus on relevancy and test everything

CROSS PROMOTIONS

Cross Promoting your apps keeps the user in your ecosystem.

CROSS PROMOTIONS

This is still RETENTION!

Do it as native to the game as possible

Show the right cross promotion to the right users

Test how different creatives perform

CROSS PROMOTIONS

All Native!

Part of the game mechanics. DONT INTERRUPT GAMEPLAY!

CROSS PROMOTIONS

Relevant Creatives

If a user has a certain game already installed, dont promote it to them!

Change the promotion creative if the user does not respond to it

CROSS PROMOTIONS

Test it all!

A

B

C

Sum of Impression to clicksGrid - Interstitial - NewsABCABCABCGRID IMAGE CLICKS

CROSS PROMOTIONS

CTA buttons

Change CTA button images based on what performs best

Legal Disclaimer: Any and all app-related icons or other trademarks appearing herein are the property of their respective owners. The icons were taken from the app stores and are included solely for the purposes of illustration without implying any existing commercial relations between third parties and Bee7.

CROSS PROMOTIONS

A

B

C

D

E

F

Sum of InstallsIcon (A, B, C, D, E, F)ABCGRID BUTTON INSTALLSDEF

PUSH MESSAGES

Notifications

Improve local notifications by adding CONTEXT and FUN CONTENT

Improve push notifications by focusing on TIMING (Christmas, Easter..)

GAME WALL

Mini Games

My Talking Tom has a MINI GAMES SCREEN where we also cross promote as well as monetize.

We REWARD USERS FOR PLAYING other games (both our own games and others)!

INCREASING RETENTION and keeping users in our ecosystem.

GAME WALL

Rewarded engagement loop

SUMMARY

Lessons Learned

Implement NATIVE & RELEVANT placements

TESTS AND VALIDATE changes

Find the RIGHT BALANCE between monetization and retention techniques

BUT WHAT ABOUT THE USERS THAT LEAVE ANYWAY?

DEPARTING USERS

Re-engagement

1. We know users eventually churn

2. We know how to improve engagement(timing, relevancy, rewards)

3. We applied our knowledge to the problem of departing users

RE-ENGAGEMENT

1.

2.3.4.

RE-ENGAGEMENT

Authentic engagement is key

Users are being rewarded for playing their favorite game ...

they are happy to re-engage with YOURS.

RE-ENGAGEMENT

Tests performed on Outfit7s Jigty Jigsaw Puzzles game showed a significant increase in daily retention.

Retention Increase

DAYS SINCE INSTALLPERCENT INCREASE IN RETENTION FROM CONTROL GROUP

CONCLUSION

The secret sauce

IDENTIFICATION of departing users UN-INTRUSIVENESSRELEVANCY

leads to proven re-engagement!

UP TO 20%RETENTION INCREASE

CONCLUSION

The secret sauce

IDENTIFICATION of departing usersUN-INTRUSIVENESSRELEVANCY

lead to proven re-engagement!

7-20%RETENTION INCREASE