I remember reading this blog some time
ago from Flurry: “Mobile Apps: Models, Money and Loyalty” See: http://blog.flurry.com/bid/26376/Mobile-Apps-Models-Money-and-Loyalty
From the blog, one thing immediately noticeable is that “Games” retention has the biggest fall (after lifestyle) during the 30-60 day period as seen in the “Loyalty by Application category list”. (Though this list also includes paid games, but I can safely assume that the pattern would be similar or even amplified if we separate out free to play games)
Courtesy: http://blog.flurry.com - “Mobile Apps: Models, Money and Loyalty”
Generically speaking, it’s about user engagement and a
sense of novelty that keeps up the retention. Using the same segmentation mentioned
in the blog for user loyalty, there would be three stages:
Initial retention would be due to – Clear interface that
helps a new user to get adapted, Novelty or the appeal and gameplay; which can take
it to a certain stage only (~30 days). The entertainment & engagement
should be ON from the minute the game starts. This stage is very
critical and needs usage tracking to make sure users are not lost due to
unforeseen / unknown reasons.
Further to this, the user require continuous engagement
in some way or the other – Push-notifications, in-game updates, more levels,
surprise rewards. These motivate users to stay on longer.
Beyond a certain stage (60 days+), users who stay and use
are those who truly like the concept and a majority (if not all) could be even
ready to pay to stay on for more…
