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

E N G A G E , R E - E N G A G E , R E T A I N HOW TO MAKE SURE YOUR USERS STAY WITH YOUR GAMES

N O T H E A R D O F U S Y E T ?

Over 3.6 billion downloadsTwo apps among the top 10 downloaded games of 2015 (AppAnnie)

O U R A P P S

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

O U R A P P S

We have a lot of cool usersMONETIZE – IAP and advertising other games KEEP PLAYING – focus on retentionEngage users to increase session times in your games

250

million MONTHLY ACT IVE USERS

R E T E N T I O N

Why retention is important?• UA prices fluctuate greatly

• Unpredictable user quality when acquiring

• Positive ROI on acquired users is harder to achieve

R E T E N T I O N

Retention tactics are necessary! But what are they and how do we fine tune them?

R E T E N T I O N

Retain by engagingENGAGE USERS VIA DIFFERENT PLACEMENTS:

• Cross promotion interstitials and videos• News pop ups• Push messages• Game wall

Focus on relevancy and test everything

C R O S S P R O M O T I O N S

Cross Promoting your apps keeps the user in your ecosystem.

C R O S S P R O M O T I O N S

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

C R O S S P R O M O T I O N S

All Native! Part of the game mechanics. DON’T INTERRUPT GAMEPLAY!

C R O S S P R O M O T I O N S

Relevant Creatives• If a user has a certain game already

installed, don’t promote it to them!

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

C R O S S P R O M O T I O N S

Test it all!A B C

Sum

of I

mpr

essio

n to

clic

ks

Grid - Interstitial - News

AB

C

AB C

AB C

GRID IMAGE CLICKS

C R O S S P R O M O T I O N S

CTA buttonsChange 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.

C R O S S P R O M O T I O N S

A B C

D E F

Sum

of I

nsta

lls

Icon (A, B, C, D, E, F)

A B C

GRID BUTTON INSTALLS

D E F

P U S H M E S S A G E S

Notifications• Improve local notifications by adding

CONTEXT and FUN CONTENT

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

G A M E W A L L

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.

G A M E W A L L

Rewarded engagement loop

S U M M A R Y

Lessons Learned• Implement NATIVE & RELEVANT placements

• TESTS AND VALIDATE changes

• Find the RIGHT BALANCE between monetization and retention techniques

B U T W H A T A B O U T T H E

U S E R S T H A T L E A V E

A N Y W A Y ?

D E P A R T I N G U S E R S

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

R E - E N G A G E M E N T

1. 2. 3. 4.

R E - E N G A G E M E N T

Authentic engagement is key• Users are being rewarded for playing their favorite game ...• … they are happy to re-engage with YOURS.

R E - E N G A G E M E N T

0 1 2 3 4 5 6 7 8 9 100%2%4%6%8%

10%12%14%16%18%20%

Tests performed on Outfit7’s Jigty Jigsaw Puzzles game showed a significant increase in daily retention.

Retention Increase

DAYS SINCE INSTALL

PERCENT INCREASE IN RETENTION FROM CONTROL GROUP

C O N C L U S I O N

The secret sauce• IDENTIFICATION of departing users • UN-INTRUSIVENESS• RELEVANCY

…leads to proven re-engagement! U P T O 2 0 %R E T E N T I O N

I N C R E A S E

C O N C L U S I O N

The secret sauce• IDENTIFICATION of departing users• UN-INTRUSIVENESS• RELEVANCY

…lead to proven re-engagement! 7 - 2 0 %R E T E N T I O N

I N C R E A S E