New mobile technologies have created an opportunity for games to effectively re-engage their audiences to bolster retention and acquisition. Sean Kauppinen, the founder and CEO of IDEA (International Digital Entertainment Agency), joins our final webcast to explain how games can increase retention and engagement in ways that most companies haven’t even thought of yet.
Watch the full webcast here:
Key Concepts that were addressed:
- What does re-activation mean?
- When should I begin my re-activation campaigns?
- How can player support improve my ROI instead of being a cost center?
- What can I do to improve player loyalty?
- How does the entertainment industry influence game marketing?
- What are the best strategies for cross-publishing?
The Strategies That Most Game Companies Don’t Think About
Reactivation Campaigns – Designed to spark new interest from less engaged players
- Add an expiration date to certain features, items, and opportunities. Be sure to mention that events (and things players gain) are limited edition.
- Slightly change the game in enticing ways: holiday events, limited quests, new characters, etc. Modify your app icon and loading screen to match!
- Use Push Notifications to remind players of unfinished campaigns, unspent cash, new events, and/or opponents.
- 95% of players get gaming information from YouTube. Create 10 – 20 second videos about new features. Don’t go longer than 30 seconds.
- Identify where players are dropping out using analytics, and then fix. Players must extend into game long enough in first day for reengagement to be effective.
VIP Concierge Services – Player support as a retention tool
- Asian MMO industry provides concierge for loyal players, much like an Account Executive. When those players become lost the concierge helps them along with personalized experience. Consider this for your mobile game if LTV justifies it.
- Consider that your support center is actually a revenue & retention center. Design customer care so that players remain loyal and the department will pay for itself.
- It’s important to reach players the moment they need help. Research support and analytics tools that allow you to be proactive and not reactive when helping players.
- Bring player feedback to developer team and adjust roadmap for smoother experience & better retention. Mastering the handoff between support and product is key.
Player Loyalty Programs – Incentivizing players to remain with your game
- Players must be ARMed–acquired, retained, and then monetized. You cannot monetize a player that has not seen the value of the game yet.
- 24 hours is too long for a response in mobile. Whether through in-app messaging, a knowledge base, or automations, find a way to reach them faster or retention will drop.
- The line between player support and community is officially blurred. Consider them all to be “user experience specialists” and invest in that. Positive experiences improve brand and bolster LTV over time.
Audience Sharing + Cross-publisher Scheduling – Recycling playerbase for reliable acquisition
- Take more of a community approach to launching games. You can coordinate with other companies that have similar audiences–find the right partner. Don’t necessarily think “My game will succeed and others must die!”
- After analyzing when players are likely to leave your game, begin cross-promotional ads during that stage, especially if you have two products. Players will leave your game into a new one, but you get ad revenue + profitable loop. This helps for indies especially.
- Adapt a hollywood strategy: Coordinate product releases with partners to maximize benefit. Launch features weeks apart from partner games so limited edition benefits don’t clash between them.