In the highly competitive mobile game market, publishers must attract new users and retain existing users by offering deeper, more engaging, and very enjoyable gaming experiences. These goals can be achieved by committing to the strategic utilization of analytical capabilities. These Analytics capabilities help in better-optimized acquisition & retention strategies. This article will explore how analytics is leveraged to surpass competition and stand out in an ever-growing ever-evolving market.
User Analytics
User analytics plays a very vital role in understanding player behavior, player preferences, and player engagement patterns. By analyzing the gameplay data, developers extract valuable insights which enable them to make informed decisions, across internal departments including but not limited to technical development and consumer outreach marketing campaigns. The basic practice includes player segmentation and analyzing player behavior.
Player segmentation:
Player segmentation categorizes players into distinct groups based on common characteristics such as demographics, gameplay patterns, spending habits, and engagement levels. One popular method of player segmentation is demographic analysis. By examining factors such as age, gender, and geographic location, developers can gain a comprehensive understanding of their player base.
Player behavior analysis:
Behavioral segmentation helps identify different player types within a game. For example, some players may be highly competitive and focused on achieving high scores or rankings, while others may prioritize social interaction and collaboration. By identifying these player archetypes, developers can design features and incentives that cater to each group’s motivations, fostering deeper engagement and long-term retention. Bartel’s player archetypes are a popular framework among game developers and gaming product managers.
How does user analytics help strategize acquisition campaigns?
It assists in identifying the target audience
While the basics – gender, location, age range, language, devices, etc. are the primary data points, user acquisition becomes easy if you develop the sense of player segregation with age and motivations. Understanding player motivations help you in the creative development of the game as well as in creating targeted marketing campaigns to effectively reach the right audience and boost user acquisition.
It helps choose the right set of KPIs
Once you know the demography and behavior of your target audience you can choose the metrics to track the performance of your games like, Cost per install(CPI), Cost per Acquisition (CPA) Customer acquisition cost (CAC). In-app-related metrics after the game is installed by users like session numbers & length, lifetime value (LTV), as well as various monetization KPIs.
It provides useful insights for game optimization:
Diving into player behavior gives a deep insight into players’ various in-game activities and interactions. This data includes player progression, session lengths, purchase patterns, social interactions, and more. By analyzing these metrics, studios can optimize the gameplay and features efficiently. Through effective segmentation, developers can tailor their strategies to meet the specific needs and preferences of every segmented group of gamers, thus optimizing their game’s performance.
User acquisition analytics also helps in app store optimization
Developers can optimize their games for improved visibility and conversion rates in the app store listings. By understanding the preferences of the players and their inclinations and affinity towards the types of features or games developers can constantly update their games to offer a better experience than the competitors and ultimately increase downloads and revenue for their mobile games.
User Analytics and best practices for Player Retention
Retention analytics is essential for understanding how engaged and loyal players are to the game. The primary goal of user retention analytics is to identify factors that contribute to user churn (the rate at which players stop returning to the game or uninstall the game) and find strategies to improve player retention. By measuring and analyzing retention metrics, game developers can take the necessary steps required to enhance the game’s overall user experience and maximize player engagement.
Cohort Analysis:
Grouping players based on a specific attribute or period (e.g., users who joined in a specific month). It helps track the behavior and retention patterns of different player segments, allowing publishers to identify trends and make targeted improvements.
Engagement Metrics:
Measurement of the level of engagement and activity within the game, such as daily active users (DAU), sessions per user, session duration, and in-app purchases. Understanding how players interact with the game can provide insights into retention and potential areas for improvement.
Funnel Analysis:
Funnel analysis tracks the player’s journey through various stages of the game, such as installation, tutorial completion, level progression, and monetization. It helps identify potential bottlenecks or areas where players drop off, allowing developers to optimize those stages for better retention.
Push Notification Analysis:
Push notifications are often used to re-engage players and encourage them to return to the game. Analyzing the effectiveness of push notifications, such as open rates and conversion rates, can provide insights into their impact on retention.
A/B Testing:
A comparison of different variations of game features, mechanics, or incentives to measure their impact on retention. By testing and analyzing different options, developers can identify the most effective strategies for improving retention.
Best Practices to Improve the user retention rate
- Personalized Onboarding: Create a seamless and personalized onboarding experience for new players. Tailor the tutorial and initial levels to match the player’s skill level, ensuring they understand the core mechanics and features of the game.
- Regular Content Updates: Provide frequent content updates, including new levels, characters, items, and events. This keeps the game fresh, provides new challenges, and gives players a reason to return regularly. Utilize push notifications and in-app messaging to remind players about new content, upcoming events, or rewards waiting for them.
- In-Game Events and Challenges: Implement time-limited events, seasonal challenges, and tournaments that offer exclusive rewards. These events create a sense of urgency, promote competition, and encourage players to stay engaged.
- Daily Rewards and Login Bonuses: Offer daily login rewards, bonuses, or loyalty programs to incentivize players to log in regularly. These rewards can include in-game currency, special items, or exclusive content.
- Personalized Offers and Discounts: Provide customized offers, discounts, or bundles based on players’ preferences, purchase history, or in-game behavior. Tailor the offers to match individual player motivations and encourage spending.
- Social Gifting and Interaction: Introduce a gifting system that allows players to send virtual gifts or rewards to their friends. Encourage social interactions and reciprocity which fosters real human connection.
- Live Ops and Limited-Time Events: Implement live operations strategies by running time-limited events, sales, or promotions. These events create a sense of urgency, drive engagement, and encourage players to log in regularly.
Conclusion
Leveraging user analytics and trending retention practices are integral to the success of mobile games. It enables publishers to achieve their user acquisition and retention goals by continuously optimizing their games. Higher gaming satisfaction promises better retention and acquisition rates and drives long-term success. As the mobile gaming industry continues to evolve, staying updated with these trending practices is crucial for developers looking to stand out in a highly competitive market.