Engage, re-engage, retain - how to make sure your users stay with your games? - Mika Kuusisto, Outfit7
Post on 14-Jan-2017
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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)
We made a lot of cool games
My Talking Tom
My Talking Angela
Talking Tom 2
Talking Ginger 2
Talking Tom Jetski
Talking Tom Bubble Shooter
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
MONTHLY ACTIVE USERS
Why retention is important?
UA prices fluctuate greatly
Unpredictable user quality when acquiring
Positive ROI on acquired users is harder to achieve
Retention tactics are necessary!
But what are they and how do we fine tune them?
Retain by engaging
ENGAGE USERS VIA DIFFERENT PLACEMENTS:
Cross promotion interstitials and videos
News pop ups
Focus on relevancy and test everything
Cross Promoting your apps keeps the user in your ecosystem.
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
Part of the game mechanics. DONT INTERRUPT GAMEPLAY!
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
Test it all!
Sum of Impression to clicksGrid - Interstitial - NewsABCABCABCGRID IMAGE CLICKS
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.
Sum of InstallsIcon (A, B, C, D, E, F)ABCGRID BUTTON INSTALLSDEF
Improve local notifications by adding CONTEXT and FUN CONTENT
Improve push notifications by focusing on TIMING (Christmas, Easter..)
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.
Rewarded engagement loop
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?
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
Authentic engagement is key
Users are being rewarded for playing their favorite game ...
they are happy to re-engage with YOURS.
Tests performed on Outfit7s Jigty Jigsaw Puzzles game showed a significant increase in daily retention.
DAYS SINCE INSTALLPERCENT INCREASE IN RETENTION FROM CONTROL GROUP
The secret sauce
IDENTIFICATION of departing users UN-INTRUSIVENESSRELEVANCY
leads to proven re-engagement!
UP TO 20%RETENTION INCREASE
The secret sauce
IDENTIFICATION of departing usersUN-INTRUSIVENESSRELEVANCY
lead to proven re-engagement!