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How do you measure and improve the retention of your game players?

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As a game developer, you want your players to enjoy your game and keep coming back for more. But how do you know if your game is engaging and retaining your audience? And how do you improve these metrics if they are not satisfactory? In this article, we will explore some of the methods and tools you can use to measure and improve the retention and engagement of your game players.

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Carlos Reyes

Senior Visual Designer
Sergei Vasiuk

Video Games Exec | Book Author | Keynote Speaker | Educator | LiveOps Director @ Wargaming

1 Define your goals

Before you can measure and improve anything, you need to define what you want to achieve with your game. What are your target audience, genre, platform, and monetization model? How do you define success and failure for your game? What are the key performance indicators (KPIs) that reflect your goals? For example, some common KPIs for games are daily active users (DAU), monthly active users (MAU), retention rate, average revenue per user (ARPU), and session length.

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2 Track your data

Once you have defined your goals and KPIs, you need to track and collect data from your game players. You can use various tools and services to do this, such as analytics platforms, surveys, feedback forms, user testing, and social media. These sources can provide you with quantitative and qualitative data that can help you understand how your players behave, feel, and think about your game. You should also segment your data by different criteria, such as demographics, devices, locations, and user types, to get a more granular and relevant insight.

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3 Analyze your data

After you have gathered enough data, you need to analyze it and find patterns, trends, and insights that can help you improve your game. You can use different methods and techniques to do this, such as cohort analysis, funnel analysis, heat maps, A/B testing, and user feedback. These can help you identify the strengths and weaknesses of your game, the opportunities and threats in the market, and the needs and preferences of your players. Compare your data with industry benchmarks and best practices to see how your game performs against your competitors and standards.

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4 Implement changes

Based on your data analysis, come up with hypotheses and ideas on how to improve your game and increase your retention and engagement rates. Prioritize the most impactful and feasible changes and test them before implementing them. You can use different tools and frameworks to do this, such as prototyping, user testing, A/B testing, and feedback loops. You should also measure the results of your changes and see if they match your expectations and goals.

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Carlos Reyes

Senior Visual Designer
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In one of my past experience as a UX designer, my responsibility was to re-engage players who lose interest in a game due to infrequent wins. This lack of success leads to a decrease in the game's appeal and eventually causes the player to lose interest in creating new games. To prevent this from happening, I aimed to restore the "flow" to these players. So how can we make that segment of players more competitive? To enhance the competitiveness of a particular group of players, it is essential to focus on teaching them effective game strategies that they can apply on the game. Moreover, providing them with a suitable game that reinforces these newly learned strategies is also crucial.

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5 Repeat the process

Improving your retention and engagement rates is not a one-time task, but a continuous process. Monitor your data and KPIs, analyze them, and implement changes accordingly. You should also keep up with the latest trends and innovations in the game industry and adapt your game to the changing needs and expectations of your players. By doing this, you can ensure that your game stays relevant, engaging, and profitable in the long run.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Sergei Vasiuk

Video Games Exec | Book Author | Keynote Speaker | Educator | LiveOps Director @ Wargaming
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Retention essentially boils down to nurturing a dynamic gaming environment, akin to a bustling entertainment center where both newcomers and veteran players can find joy and challenges. The role of a developer extends to being a thoughtful manager, understanding and catering to diverse player preferences across different regions. It's vital to continually refine the game, offering tailored experiences and promoting events that resonate with the players, encouraging them to delve deeper and stay longer. It's not just about increasing the numbers but about building a community that enjoys every session, every event, and every interaction within the game.

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How do you measure and improve the retention of your game players?

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6

1 Define your goals

2 Track your data

3 Analyze your data

4 Implement changes

5 Repeat the process

6 Here’s what else to consider

Game Development

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How do you measure and improve the retention of your game players?

1

2

3

4

5

6

1 Define your goals

2 Track your data

3 Analyze your data

4 Implement changes

5 Repeat the process

6 Here’s what else to consider

Game Development

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