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 Robinson
CEO & co-founder deltaDNA
@delta_DNA

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+

Why players leave your game
7
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
8

Engagement
Move the dial
9
Technical
Issues
Too
Easy
Didn’t
Understand
Tutorial
Ran
Out Of
Resources
Too
Difficult
Good
Momentum
Long 1st
Session
Return
For 2nd
Session
Engagement Barriers
Engagement Drivers
Threshold of

Key Player Behavior Drivers
10

RETAIN
MONETIZE
Player Segmentation
11
• In this MMO four
player types were
identified based on
key behavioral drivers
• Improve engagement
by increasing rewards
targeted at the
Strategic Elite
AGGRESSION
REWARDS

Managing the Player Lifecycle
12
Welcome
Tailored
Tips
Next Best
Purchase
Gifting
Resource
Exploring
the Store
First
Payment
Bundles
VIP
Strategy
Level
Pass
Store
Browsers
Resource
Depletion
Mentoring
Mission
Defeat
Gifting
Resource
Loyalty
Program
Special
Content
Offers
(Playing
Style)

Player Relationship Management

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/Ability
Level
Challenge
Level
LOW
HIGH
HIGH
Boredom Area
(not engaged)
Anxiety Area
(shut down)

Retention results
16
New users distribution Before After
Engaged Users 4% 14%
1-day users 62% 52%
1 3 5 7
80%
60%
40%
20%
0%
9
Retention Rate
Percentageofusers
Days played since registration
Sample 1
Sample 2

Player Segmentation
SEGMENT % PLAYERS WIN RATE
GAMES
STARTED
BALANCE AT
1st PAYMENT
FRIENDS
CONNECTED
FB POST
SHARES
LEVEL
AVG.
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
Thank You
Mark.Robinson@deltaDNA.com

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

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