Post by Morreion on Feb 23, 2015 16:53:52 GMT -5
Understanding Free-to-Play MMO Retention (AListDaily)
The closer to launch that players first sign on, the likelier they are to be playing on the Nth day after their first login. This is because highly interested players are less likely to wait before they start playing and will not quit playing a highly anticipated game without fully exploring its full offering. On average, 6.21% of players who logged in for the first time in the 1st month a game is released will log on 360 days after their first login. By comparison, only one tenth of players (0.63%) who logged in for the first time in the 12th month after a game is released will log on 360 days after their first login...
This study by SuperData contains some very interesting insights that are of great importance to marketers and game designers working on free-to-play MMO titles. The data showing that your first players are ones who tend to stay the longest puts added emphasis on your initial marketing efforts. Identifying and energizing your likely audience, especially for a core game, assumes an added importance in the light of this information....
As you would expect, only some 20% of players who logged onto the game in the first month of launch will still be playing the game a month later. That's far better, though, than the picture after one year, with one-month retention falling to 3%.
The closer to launch that players first sign on, the likelier they are to be playing on the Nth day after their first login. This is because highly interested players are less likely to wait before they start playing and will not quit playing a highly anticipated game without fully exploring its full offering. On average, 6.21% of players who logged in for the first time in the 1st month a game is released will log on 360 days after their first login. By comparison, only one tenth of players (0.63%) who logged in for the first time in the 12th month after a game is released will log on 360 days after their first login...
This study by SuperData contains some very interesting insights that are of great importance to marketers and game designers working on free-to-play MMO titles. The data showing that your first players are ones who tend to stay the longest puts added emphasis on your initial marketing efforts. Identifying and energizing your likely audience, especially for a core game, assumes an added importance in the light of this information....
As you would expect, only some 20% of players who logged onto the game in the first month of launch will still be playing the game a month later. That's far better, though, than the picture after one year, with one-month retention falling to 3%.
