I recently attended Pocket Gamer Connects event in Helsinki. It was super productive for us so first of all I should think the Pocket Gamer guys who set this up and the amazing gaming industry in Helsinki. Big shoot out to you all.
One of the panels I enjoyed on the conference introduced Saara from Next Games, Eric from Dodreams and Jari from Traplight. It was called LEARN HOW TO DRIVE PLAYER ENGAGEMENT FROM THE BEST IN FINNISH MOBILE GAMING. One of points raised by Eric was that it’s a great feeling to see players come back after 6 months or 1 year. In fact, it’s not just a great feeling, it also means great LTV. If you followed our 5 things you didn’t know about LTV post you already know that two thirds of the LTV is after day 30. However, games that can keep users coming back at day 365 often find that it’s much more. Losing some users between day 0 and day 30 is natural but if you can keep most of d30 users coming back month over month you will see that most of your LTV comes from those long retained users.
One of the games I analyzed had 52.9%, 29%, 18% for d1,d7,d30 retention. These numbers are very good to say the least but he still lost 82% of his users. The interesting stuff is what happens after, users keeps coming back and the D365 LTV is almost 2x the D180 LTV. You can run the numbers yourself here.
Here are a few tips on how to get users to Day365:
Tip 1 – show the users something fresh every time
Updates are super important if you want to retain your long term users. Games gets boring fast but if you keep pushing update you can keep users engaged. If your updates follow a consistent schedule you are likely to have users that expect the updates and even complain when updates are delayed. A good example for that is Color Switch – this popular game has very high retention rates. One of the reasons for that is that every time you open color switch there is some new game mode waiting for you. The experience never gets old.
Tip 2 – give your users influence
Some games have ways for the users to create levels and challenge others. This is a great way to retain users and make them passionate about your game. Others don’t have native ways to do it but can still give the most loyal users ways to influence by creating special forums for them and making sure they know their opinions matter.
Tip 3 – make your game endless or close to it
Think about how many levels candy crush has – 2,620. You can play this game forever and yet they are adding new levels. The reason is that if a user ever reaches the last level he will leave for sure. Random games may not need to make new levels all the time but they need to make sure the experience doesn’t become repatitive and that there is enough content to create new variations.
If your company has good retention and is monetizing through ads it’s important to know the Advertising revenue per user. Check out SOOMLA Traceback – Ad LTV as a Service.