Mark Robinson 'Why Players Are Leaving Your Game' Delta DNA

©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.

WHY PLAYERS ARE LEAVING YOUR GAME. AND WHAT TO DO ABOUT IT…


Today’s Speakers

Mark RobinsonCEO & co-founder deltaDNA@delta_DNA


CPI vs. LTV


CPI vs. LTV


The Harsh Economics of F2P

Day One Retention Rates

On average less than 40% of players return to a free-to-play game after just one session

44% have 60 – 80% of players not returning after one session

% Returning after one session

0-20 21-40 41-60 61-80 81-100

60%

50%

40%

30%

20%

10%

0%


The Harsh Economics of F2P

Conversion from Player to Payer

% Paying

0-1 1-2 2-3 3-4 4-5

60%

50%

40%

30%

20%

10%

0%

5+

©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.7

Why players leave your game

0% 10% 20% 30%

Appointment Setting

40% 50% 60%

Monetization Blockers

Game Blockers

Rewarding

1st 60 Seconds

Game Complexity

Game Difficulty

Repeat Play

Tasks

Tutorial

10 Reasons for Poor Retention


Visual progression Daily questsDaily return bonuses

Drive engagement with bundles aimed at novice, intermediate and expert

playersOn-boarding & signposting Rewards and achievements

Game design is changing


Engagement

Move the dial

TechnicalIssues

TooEasy

Didn’tUnderstan

dTutorial

RanOut Of

Resources

TooDifficul

t

GoodMomentum

Long 1st

Session

Return For 2nd Sessio

n

Engagement Barriers

Engagement Drivers

Threshold of


Key Player Behavior Drivers


RETAIN

MONETIZE

Player Segmentation

• In this MMO four player types were identified based on key behavioral drivers

• Improve engagement by increasing rewards targeted at the Strategic Elite

AGGRESSION

REW

AR

DS


Managing the Player Lifecycle

Welcome

Tailored Tips

Next Best

Purchase

Gifting Resource

Exploring the Store

First Payment Bundles

VIP Strategy

Level Pass

Store Browsers

Resource Depletio

n

Mentoring

Mission Defeat

Gifting Resource

LoyaltyProgram

Special Content

Offers (Playing Style)


Player Relationship Management

MEASURE

ANALYZE

INTERACT


Case Study: Social Casino

Free coins each day to play at least one game

Players unlock new features as they level up

Soft currency (coins) to bet, play mini slots and purchase items

Hard currency (credits) to customize experience, gift other players

Developer Playspace

Games Parchis, Bingo, Slots

Subscribers 8 Million


Game design

Expanded tutorial for novice players

Fast track to higher levels for expert players

Hints on good strategy

Match against similar skill level

Less payment messages

Clear progression via tasks

Store tab personalized for new players

Gift coins when running out (last chance)

Focus on achieving a good outcome from first game

Skills/AbilityLevel

ChallengeLevel

LOW

HIGH

HIGH

Boredom Area(not engaged)

Anxiety Area(shut down)

FLOW

ZONE


Retention results

New users distribution BeforeAfter

Engaged Users 4% 14%

1-day users 62% 52%

1 3 5 7

80%

60%

40%

20%

0%9

Retention Rate

Perc

enta

ge o

f use

rs

Days played since registration

Sample 1

Sample 2


Player Segmentation

SEGMENT % PLAYERS WIN RATEGAMES

STARTEDBALANCE AT 1st PAYMENT

FRIENDS CONNECTED

FB POST SHARES

LEVELAVG.

PAYMENTS

Fast Track VIPs 11% Medium High

Medium High

Medium Low

Medium High

High Medium High

16

Staying Alive 42% Low Medium Low

Medium Low

Medium Low

Low Medium Low

2

Connected Accelerators 8% High Medium Low

High High Low Medium Low

2

Focused Competitors 39% Medium High

Medium High

Medium Low

Medium Low Medium High

9

Early Payers

FAST TRACK VIPS High momentum, engaged, spenders who are likely to become whales

STAYING ALIVE Low balance, low win rate but persistent players

CONNECTED ACCELERATORS Highly sociable, good win rates but more interested in chat

FOCUSED COMPETITORS High win rates and lots of game play, not sociable

©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.

Personalized messaging strategy

©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.

Monetization results


www.deltadna.com

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Presentations & Public Speaking

Mark Robinson 'Why Players Are Leaving Your Game' Delta DNA