Retaining customers is paramount for game studios, as acquiring new customers involves significant costs. In “Game Analytics 100: The Retention Curve,” Russell Ovans from East Side Games delves into the critical aspect of customer retention in the gaming industry.
What will you learn?
- Importance of retention: Customer retention is crucial for game studios, as acquiring new customers is expensive compared to retaining existing ones.
- Day-n retention: Measures the proportion of players returning to play a game n days after installation, providing insights into player engagement.
- Retention curve: Generalizes day-n retention by predicting player retention for any day after installation, derived from historical data.
- Key metrics: Includes day-n retention, average player duration, and lifetime value (LTV) to assess and optimize game performance.
- Tools: Utilizes statistical regression and data analysis tools like Excel and Tableau to analyze retention data and predict player behavior.
Portions of this paper previously appeared in the book Game Analytics: Retention and Monetization in Free-to-Play Games. Available on Amazon in various regions.
