Enterprise Gamification by Herger Mario

Author:Herger, Mario [Herger, Mario]
Language: eng
Format: epub
Published: 2014-07-08T21:00:00+00:00

Churn Rates

The tough part is not so much to engage a player the first time, but keep the player engaged. In fact, the vast majority of players will not re-engage. As the analysis of churn-rates[ccxlix] – how many players will leave the game and never return – has shown, multiple parameters can predict whether a player is likely to re-engage on a long-term basis. A churn can be predicted with high accuracy by monitoring factors like how many levels were played in the first session, how many quests completed, and the playtime in minutes per level, the playtime per day, and what activities were performed.

In fact, according to a Playnomics[ccl][ccli] study, 85% of social game players do not return to the game after the first day of playing. Engaged players with low churn probability play in their first session more than twice as long, and do more activities and quests. This has also been confirmed by social gaming data analyzed by a team of SAP analysts, where the non-churners even played 3x as much as the churners with an average of 152 minutes.

These are pretty sobering statistics. Not only do new players churn, but also veterans do. A study[cclii] has also dealt with the question how to predict when a long-term player is likely to leave the game forever. The results show that two weeks before a veteran leaves the game, certain behavior patterns develop that – when identified in time – can be addressed by the system operators and through reaching out to the player can reduce the churn.

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