Index

INTRODUCTION PAGE 2

DEFINITION OF CUSTOMER RETENTION RATE PAGE 4

2.1. Day-1 Retention rate PAGE 6
2.2. Day-7 Retention rate PAGE 8
2.3. Day-28 Retention rate PAGE 10

8 WAYS TO INCREASE THE RETENTION RATE OF YOUR PAGE 13

MOBILE GAME
3.1. Design of your game PAGE 13
3.2. Notifications PAGE 16
3.3. Use data PAGE 19
3.4. Bonuses and gifts PAGE 23
3.5. New content and features PAGE 23
3.6. Targets and Stages PAGE 24
3.7. Social interaction PAGE 24
3.8. Regular updates PAGE 25

QUICK SUMMARY - KEY TAKEAWAYS PAGE 26

ABOUT US PAGE 27

SOURCES PAGE 28
1. Introduction

The competition in the world of mobile apps is very high. Currently there are more
than 2 million apps in the Apple App store. To put that number into perspective -
it is almost as big as the population of Havana, Cuba. The number on Google Play
store is even higher - more than 2,7 million apps. Big as the population of the City
of Chicago!

App developers and advertisers are under constant pressure to get a hold of this
expanding market. Unfortunately, an innovative app idea is not sustainable all by
itself. Every app should also have a well-optimized and scalable campaign on
different ad networks. The goal of the campaign should be to attract and encourage
users to download and install the app. But even if the campaign proves to be
successful, there is still one more step – retaining the users.

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 App developers and advertisers are under constant pressure to get a hold of this
expanding market. Unfortunately, an innovative app idea is not sustainable all by
itself. Every app should also have a well-optimized and scalable campaign on
different ad networks. The goal of the campaign should be to attract and encourage
users to download and install the app. But even if the campaign proves to be
successful, there is still one more step – retaining the users.
Retention rate can be troublesome for many developers and advertisers. Like we
said, the competition is strong. Moreover, the app users themselves have developed
high expectations and demands. Retaining your users has never been more of a
challenge. To complicate things even further - an app’s retention rate is one of the
most significant mobile marketing metrics.
Retention

Days from install

Customer retention rate has many purposes: it can show you how valuable your app
is in the eyes of your users. Using customer retention rate, you can understand what
is and isn’t working in your app and how to refine it.
Having a great retention rate should be your app’s primary goal. You should aspire
to turn your first time users into loyal customers. Customer retention rate influences
your revenue, the growth of your app and is the basis of monetization. Good
retention rate can make your business, bad retention rate can break it.
You have probably heard the statistic that it is 5 times more expensive to get a new
customer than to retain an old one. Also, a Price Intelligently study showed that
retention can be twice as powerful as acquisition - a 1% increase in acquisition affects
your bottom line by about 3.3%. A 1% increase in retention improves your bottom line
by around 7%!
Long gone are the days when customer acquisition ruled the mobile metrics. Now
retention is king.

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2. Definition of Customer
Retention Rate

Before we continue, we should define what customer retention rate is.

Customer Retention Rate (CRR) is a metric that shows the percentage of users
who return to the app at least once after the first launch. CRR is calculated for a
given period of time.
When talking about CRR, there is one more term we should be familiar with - churn.
Churn describes the event when a user leaves your app or uninstalls it. It can be a:
• „hard churn“ – a user completely uninstalled the app,
• „soft churn“ – a user has not opened the app in a given period.
When it comes to soft churn - you should keep in mind what real inactivity means
for your product. If your product is a game or a daily planner app, several days
of inactivity could be considered churn. If you developed an app that is not for
everyday use (for example, a travel app), there is no reason to panic even after a few
weeks of user inactivity.
Churn is the opposite of CRR - the higher churn you have, the lower your CRR is and
vice versa.
CRR is calculated for specific time periods. Some time periods that are usually used
are day-1, day-7 and day-28. Some industries also use a day-90 (three months)
time frame. Day-1 retention rate indicates how many users reopened the app on the
day following the installation of the app. Day-7 (one week) retention rate indicates
how many users opened the app 7 days after the installation. Day-28 (one month)
retention rate indicates the percentage of users that opened the app 28 days after
the installation. Most often a day-28 retention rate is used.

Attract Convert Retain

4
Jeff Haden from www.inc.com offered a formula how to calculate CRR:

Ue - Un
Retention rate = X100
Us
UE – number of users at the end of the period
UN – number of new users acquired during the period
US – number of users at the start of the period

We can try to calculate an imaginary CRR.

First we have to choose a period for which you want to calculate the CRR. We can
choose any period - a day, a week, a month, a year, etc. Let’s say we want to know the
day-7 retention rate.
Now let’s say that at the start of that week we have 10000 users. Also let’s say that
during that week we acquired 3000 new users, but lost 1750 old ones. Therefore at
the end of the week we have 11250 users. We can calculate the CRR by using this
data:
CRR = ((11250-3000)/10000) X 100 = 82.5%
Considering a 100% CRR would be pretty hard to achieve, 82.5% is a good customer
retention rate.
In case you are wondering, we can also calculate the acquisition rate in this example:
Acquisition rate = 3000/10000 X 100 = 30%.
And the attrition rate:
Attrition rate = 1750/10000 X 100 = 17,5%.
Studies were conducted and a pattern was noticed - as time goes by, the retention
rate for the majority of apps drops significantly. That is normal.
Now that we got the maths out of the way, we can go through some crucial periods in
the life of an app.

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2. 1. Day-1 Retention rate

Day-1 is the key day for retention rate. Day-1 is a vital KPI as it gives you a quick
insight into the potential of your app. Remember how important first impressions
are! You must make the most effort to have a high day-1 retention rate. The users’
first experience should be remarkable. If their first experience is great, they will
come back again and again. They will become loyal customers and start making
purchases. Day-1 retention influences further retention.
Most users won’t hesitate to uninstall your app as soon as possible. You are not only
fighting for their attention, but also for the disk space on their devices.
Now we can look at some numbers:
40% day-1 retention rate indicates that your app is doing well.
30% day-1 retention rate isn’t considered good. In the long run, the app probably
won’t be financially viable.
Many game studios stop working on their game if its day-1 retention rate is under
35%. That might sound harsh, but remember that time is money. Instead of working
on a questionably profitable game, you may want to move on and start investing
your time in another project.

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 In the following chart, you can see the day-1 retention rate distribution by game
type:

Day 1 Retention
Game type

Retention Rate

Data source: Game Analytics

According to Game Analytics - the best performing games are trivia and word
games. The best of them have a retention rate of about 50%. The median retention
rate of those games is around 35%. If these games have a lower than 25% day-1
retention rate, they are underperforming. It might be best for the studios to stop
working on those underperforming games. Trivia and word games are followed by
puzzle, card, casino, arcade and board games.

Kids games have the worst day-1 retention rates. The top performing ones have a
15% day-1 retention rate, with the median retention rate being only 3%! Kids games
are followed by education, music and simulation games.

There’s also an argument to be made for tracking the retention rates hourly
instead of daily. At least for the first 24-48 hours after the app’s launch. Especially if
your users are spread across different time zones.

7
2. 2. Day-7 Retention rate

Retention rate drops as time passes by. As a result, the day-7 retention rate is lower
than the day-1 retention rate. At this point, the players have had the chance to
get to know your game. Thus a day-7 retention rate is a good indicator of how many
players really enjoy it.
It is important to note that there is a higher than normal decrease in day-7 retention
around the beginning of quarter 1, end of quarter 2, beginning of quarter 3 and end
of quarter 4 (mostly because of holidays).
Players can lose interest in repetitive things, and as a result, day-7 retention can
suffer. When the players are repeating core loops in games, it’s important to make
sure they can unlock new content (items, areas, levels). Don’t let your players get
bored!

Games with day-7 retention of between 15-30% are performing very well.

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 Day-7 retention rates for the following game types are:

Day 7 Retention
Game type

Retention Rate

Data source: Game Analytics

According to Game Analytics, trivia games, once again, have the best results.
The best of them have a 27% day-7 retention rate. The median is 15%, and the
underperforming ones have a 6% day-7 retention rate. Trivia games are followed by
word, puzzle, card, casino, arcade and board games.
Kids games have the worst day-7 retention rate. The top performing ones games
have only a 3% retention rate. The median s 1%, which is - let’s be honest - the
same as underperforming. Kids games are followed by education, music and
simulation games.

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2. 3. Day-28 Retention rate

Players that come back to your game after 28 days are truly engaged. These players
can be considered your loyal users. Retaining players for a full month can be very
challenging. Day-28 retention is lower than day-7 and day-1 retention rate. Even the
best performing games show only a 6% day-28 retention rate.

The bottom 15% of the games have a 0% day-28 retention rate! That confirms how
difficult it is to retain players for a whole month. Day-28 retention rate is the highest
in the cold and boring periods (usually at the end of quarter 3 and beginning of
quarter 4).

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 Note: The below graph is based on 12 months worth of data during 2017:

http://info.localytics.com/blog/mobile-apps-whats-a-good-retention-rate

Day-28 retention rates for the following game types are:

Day 28 Retention
Game type

Retention Rate
Data source: Game Analytics

11
6% day-28 retention rate is considered very good, but the numbers vary
according to genre and industry. According to Game Analytics, trivia games still
perform the best, even when it comes to day-28 retention rates. Top performing of
those games have a 15% retention rate, the median is 7%, and the underperforming
ones have a 2% retention rate. Trivia games are followed by word, puzzle, card,
casino, arcade and board games.
Kids games are the worst when it comes to day-28 retention rate. The top
performing ones have only 1,75% retention rate. It may be hard to believe, but the
day-28 median is actually 0%! Kids games are followed by education, music, racing
and simulation games.
How can you increase the retention rate for your game? If you want to keep your
players engaged, think about your endgame! It can be tricky to design, but a great
endgame will make sure that your users enjoy the core gameplay.

Some other options to keep players engaged are:

• PvP modes
• Daily challenges
• Leaderboards
Ever heard of a game called Angry Birds? You probably have since it’s the most
downloaded game ever, with more than 2 billion downloads. But achieving such
success wasn’t easy. The makers of Angry Birds made 51 games before they
sketched Angry Birds. Yes, you read that correctly - 51 games!
But through careful testing, numerous improvements, optimizations and not giving
up - they managed to turn Angry Birds into the game it is today. All those efforts
resulted in a game that has an incredible 80% retention rate (8 out of 10 users
continue downloading updates).

12
3. 8 ways to increase the retention
rate of your mobile game

3. 1. Design of your game

There are several elements that affect your game’s design:

A) Colors – Colors are important because they represent your work and
creativity. But they also play a great role when it comes to marketing! Some
statistics say that a whopping 85% of shoppers buy a particular product
because of its color.
Every color sparks a different emotion. Not only does that apply to
marketing, but to mobile games and apps as well. First, you should get to
know what colors evoke what emotions. After that, you should experiment
with what works best for you. You need to test, test and test. We can give
you some tips using color psychology as documented by logoworks.com:

Buy Buy Buy Buy

YELLOW RED BLUE GREEN
Optimistic and youthful. Energy. Creates the sensational Associated with
Often used to grab Increase heart rate of trust and security wealthy.
attention of window creates urgency often often seen with banks The easiest color for
shoppers. seen in clearance sales. and businesses. the eyes to process
used to relax in stores.

Buy Buy Buy Buy

ORANGE PINK BLACK PURPLE
Aggressive. Romantic and feminine. Powerful and sleek. Is used to soothe &
Creates a call to action: Used to market Used to market luxury calm.
Subscribe, buy, or sell. products to woman and products. Often seen in beauty or
young girls. anti-aging products.

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 Yellow is a cheerful and warm color. Initially it can fill you with energy, but
after some time it can tire your eyes. Thus you should use it sparingly.
Blue is associated with water, serenity and peace. It is considered the
most productive color and thus mostly used for offices. It is the color most
preferred by men.
Red is associated with love, passion and intensity. It is a color that can
create excitement and urgency. It is also capable of increasing your heart
rate.
You should also be aware of how different countries associate different
colors. Especially if you are creating an app or a game that will have users
across the whole world. For example, in Mexico the color red is associated
with religion. In India it is associated with purity. And in the countries of
the former Soviet Union, the color red is associated with something else
entirely.

B) Use simple geometric shapes – Choose simple geometric shapes over

too many colors, different pictures or buttons. That will make your game
more interactive. Interesting geometric shapes have a higher chances of
players clicking on them instead on something else.

C) Text and Font – Your font should fit the theme of the game. If your game
is a fun one like Angry Birds, you should use a fun font. Use a serious and
easily readable font if you have, for example, a news app.
Not only does the theme of your game matter, but also the setting it takes
place in. Does your game have a medieval vibe to it? Or a futuristic one?
Or something else entirely? It feels silly to use an old western font in a kids
game. For example, sans-serif can be used in modern and futuristic games.
If you want to release an app or a game in different languages you must
check if your chosen font has a character palette for each individual
alphabet.
Fusing all these elements (colors, geometric shapes and text/font) in the
right way will yield good results. Those results will be measured through
higher retention rates, and thus result in higher monetization. Yet, before
finding the right combination, you will have to test, test and then test even
more.

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D) The app should be easy to use – You should also think about the
simplicity of the app. Keep in mind that some of the most popular apps
are simple to use (for example Instagram)! When the app launches, the
user shouldn’t be looking at an empty screen, especially if the loading time
is long! Consider using splash screens and loading bars - they simulate
faster loading.
Users don’t like lots of menus inside a game. That might actually make
them feel lost. Furthermore, users shouldn’t be forced to go through too
much information. This is why a simple interface with a simple tutorial is
a must. You can even provide some in-app tips on how to use the app.
Keep your players satisfied and the retention rate will be high. The home
screen is basically the game screen for casual games, so keep the menus
to the minimum. Omit all extensive steps. If you want to include some
special features, you can add a subscription button, a no ads button, a shop
button etc.

E) A call-to-action button - When it comes to casual games, a clear and

direct call-to-action (CTA) button is a must on the home screen. The
player must be one click away from playing your awesome game, so once
again - keep it simple and accessible.
If you created an app, simplify onboarding as much as possible. The
users shouldn’t be forced to sign up straight away. A lot of users find the
registration process dull. You will lose quite a lot of them if you compel
them to register before they even tried out the app. If the registration
process is needed, you should make it as simple as possible.

15
 3. 2. Notifications

A)
Push notifications are automatic messages users get from applications on their
mobile devices. They are mostly text messages, but can also be media messages
like images and videos. Some developers think push notifications can bore their
users and thus drive them to uninstall the app. There is no data to back those
claims. Quite the contrary. Push notifications can significantly boost your retention
rate. But remember, only players that opt-in can receive push notifications.

Overall opt-in rates for new users:

Opt-in rate

Platform

16
According to the AirShip study, within the first 90 days - more frequent push
notifications correlate to better app retention rates.
• When it comes to the 28-day retention rate, users who opt-in to receive push
notifications have approximately a 25% higher probability to continue using the
app than those who do not.
• Furthermore, users who opt-in have twice the rate of opening the app,
compared to those who do not.

The graph below shows how the retention rate changes if you’re using push
notifications.

Retention rate - from sending zero push notifications to high mes-

saging frequencies

Data from Air Ship

17
The graph below shows the churn rate over time without push notifications.

Churn rate - without push notifications

Data from Air Ship

As expected, the churn rate is higher as time goes by. This means that the retention
rate is lower because players either deleted the game or stopped playing it.

B)
In-app messaging. You can use in-app messaging, along with push notifications.
The main difference is that in-app messaging shows messages within the app (while
it’s being run), while the push-notifications are sent to the device whether the app is
running or not.
Using these two messaging techniques, and personalizing the messages for
individual players, can boost both the retention rate and player engagement.
Personalizing means giving the players the relevant information tailored to their
preferences. You can personalize the messages in several different ways: respond
to user behavior by sending them messages at the optimal time. Track your users’
behavior and you will learn when they use the app the most. If you know the user’s
name, be sure to use it in the message. Also, assuming you know the information,
surprise the users with a sweet message for their birthday, anniversary or something
similar.

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3. 3. Use data

Once the app is finished, you need to understand your players. You must know
what they are tapping, swiping, watching and buying. Having the information about
the number of downloads and retention rates is not enough. You need to get to
truly know your players. Tracking users’ behavior will give you insight into what the
users want. Using such data will help you create better marketing strategies that
lead to better retention rates.
You should use a mobile app analytics platform.

Some of the most used mobile app analytics platforms are:

Firebase

Firebase is Google’s mobile platform for developing apps that grow the user
base on iOS, Android, or the Web. Soon after Google acquired it in 2014, it
became Google’s flagship mobile platform for developers. Since then it had
3 more acquisitions. Firebase measures everything in one central location,
from user engagement to app crashes. With multiple platform support,
it offers funnel visualization, cohort analysis, A/B testing and real-time
analytics. Firebase is integrated with other Google products like Google Ads
and AdMob.

Key features:
• Unlimited Reporting
• Audience Segmentation
• Crash reporting
• Real-time Database
• Cloud storage
• Deep linking performance
• In-app purchase data
• Attribution
• In-depth audience segmentation

Supported platforms: Android, iOS, C++, Unity

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 Apple Analytics (App-Analytics)

Apple Analytics is a mobile app analytics specialized for apps published

in the App Store. It gives app developers useful information on how
users discover their app and how they explore the App Store. Apple
Analytics tracks app store impressions, user engagement, as well as user
segmentation. The sales and trends section allow you to understand which
of your apps or in-app subscriptions are the most popular.

Key Features:
• Usage data
• Sales data
• App store data
• Only supports the iOS platform
• No SDK installation required

Supported platforms: iOS

AppsFlyer

Custom analytics tool with insights into rich in-app events, omnichannel
measurement, cost & ROI reporting, offering support for different internal
business intelligence systems. AppsFlyer also has a dedicated mobile app
for monitoring the performance on the go. Since this is also an attribution
platform, it can offer deeper app insights for specialized goals like
retargeting attribution, tv attribution, and deep linking.

Key features:
• Mobile attribution
• Marketing analytics
• Deep linking
• TV Attribution
• Mobile App for tracking on the go

Supported platforms: iOS, Android, Windows & Xbox, Amazon, tvOS, Unity,
Cordova, Marmalade, Cocos2ds, Adobe Air, React Native

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 Game Analytics

GameAnalytics is a free and flexible analytics tool specific for improving KPIs
for the entire portfolio. More than 54 thousand game developers use this
platform to optimize their games. It has over 850 million active players and
it is used in more than 63 thousand titles. This free player analysis platform
is a great choice for developers, from indies to large games studios. It helps
them analyze, understand, and monetize their players by making the right
decisions based on data.

Key features:
• Tracking campaigns
• Collect, visualize and track player data in one platform
• Improve game by error tracking
• Integrated with many platforms
• Completely free

Supported platforms: Unity, Unreal, iOS, Android, Javascript

With the help of a mobile analytics platform, you can track user behavior. Mobile
analytics will provide you with valuable answers to questions like:
• What do my players want?
• What are the in game-features they don’t use?
• How do different features impact my players or retention rate?
These insights will help you shape your game according to the needs of the players.
It will also help you craft a better marketing strategy leading to high acquisition,
retention rate and conversion rate. Likewise you can use these insights to:
• Design your game in a more attractive way
• Identify the weak spots in the game
• Shape up a better marketing strategy leading to higher acquisition, retention rate
and conversion rate
Don’t forget about A/B testing since it allows you to experiment with different
variations of your app. The results will help you analyze which versions and
components produce a better retention rate.
Also, keep remarketing in mind and try to reintroduce your app to users who opted-
out of push notifications.

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Apptamin.com suggests some more visual mobile analytics that can help:

User Recordings
With user recordings you can see how your users engage with your app via
tapping, swiping and pinching. You see your app like your user sees it - from
the moment they launch the app to the moment they quit. You can see
all your users’ gestures, and notice if they are having any problems. Your
ultimate goal is to offer your users the best possible experience. The less
problems your users have with the app the higher your retention rate will be.

Touch Heatmaps
If you want to see all your users’ gestures in a visual report format, you
should be using touch heatmaps. With touch heatmaps you can see a
breakdown of all their actions (taps, swipes and pinches). That way you
will get valuable insight into user behavior. Where exactly are they tapping
most? Where exactly where are they pinching? Where exactly where do they
interact the most?
Arranging icons on different parts of the screen, you can get different results.
Proper icon placement can increase engagement, conversion and finally
retention.

Realtime In-App Visual Analytics

With Realtime In-App Visual Analytics, you’ll get important insight into user
behavior such as:
• What do your app users spend most of their time on?
• What screen were the users on once they closed the app?
• What does the user’s screen flow look like?
• What UI elements posed the biggest problem for mobile users?
The more information you have, the better you can develop your strategy
for optimizing your app. The placement of your CTA button and the design
elements of your app can influence your retention rate.

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3. 4. Bonuses and gifts
Every download, reopened app and in-app purchase is a reward for the hard work
you’ve put into the game. In a way, that is how your players are thanking you. But
how can you thank them for the time they’ve spent playing the game? Firstly, don’t
limit their gameplay - players should be able to play as much as they want. Also, you
should reward them for certain achievements.
Some of the proven ways of getting back to your players are:
1. Free stuff – coins, items, lives or something you choose, such as free/video
award (coins, skins, jump level)
2. Achievements – You can reward your players for playing 10 minutes a day,
passing X numbers of levels without dying, or passing 3 levels in a row perfectly.
It’s all up to you.
3. (Exclusive) discounts – offer a discount for in-app purchases or for a
subscription to your game
To measure the impact of giving back to players, track your efforts with an app
analytics platform. Avoid the mistake of giving the players rewards at a wrong time
(too early or too late) and get the insight into which of those rewards work the best.

3. 5. New content and features

To keep the players motivated and engaged, you can set daily/weekly tasks and
goals and/or add daily/weekly updated content. Offer the players increased rewards
for those tasks/goals and they will keep returning to the game. Thus increasing
your retention rate. The chances for the players making in-app purchases will also
increase.
Just creating new content and features won’t be enough. Be sure to notify your
users when you make something new! Try to present and promote your new content
in other forms as well. Trailers, video previews and social media messages could
go a long way. The more detailed the presentation, the more user engagement and
feedback you’ll receive.

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3. 6. Targets and stages
There are many targets and levels in your game. Players want to accomplish goals
and get a feeling of progress. You will achieve that by organizing targets into
smaller parts (let’s say from every 10 to every 5 levels). Players will get a sense of
accomplishment and you will keep them motivated. Because hey, who doesn’t like to
achieve something in their favorite game?
The users should be able to unlock new modes as they are playing. If they feel like
they are constantly moving forward, they will keep coming back.
Everyone likes loyal users, so make it known you like them! Reward them with little
prizes and benefits (extra points, discounts, gift vouchers etc). A great example of
rewarding loyalty is the Starbucks app. By rewarding loyal customers, you’ll create
a loop. They will continue being loyal. And who knows, maybe customers will start
competing among themselves to see who is the most loyal one?

3. 7. Social interaction
Talking about competing - people love to compete! Use that to your advantage. Add
a social element to the game - connect it to social networks such as Facebook.
Allow the players to interact with their friends or other people. Also allow your
players to compete and compare their scores. That way you will keep the game
interesting and challenging.
You can create social interaction between yourself and the players as well. There
are so many ways to utilize social networks, they wouldn’t fit in this book. But, one
thing is for certain - having a social media presence is a must. Try building a positive
rapport with your customers and work on the identity of your brand. You can even
develop unique hashtags for you app.
Having a strong social media presence will help you integrate your app with other
platforms. For example, not everyone will use your app everyday, but a lot of people
will use Facebook every day. If your app can be seen on Facebook, it will play a
bigger role in your customers’ lives. Also, that way you can interact better with your
customers.

24
3. 8. Regular updates
You should try to improve your game constantly, either by adding new or by
updating old features. You can give your game a new „look and feel“ or you
can smoothen the existing features. That can be a successful way of reigniting
players’ interest and engagement. It’s crucial to keep the players informed about the
updates. You can do that through in-game notifications. When sending notifications
to the players, also do your best to motivate them to try out the new features.
According to Intercom.com, some things that usually inspire people are features
which save time (e.g. better importing), increase adoption or efficiency (e.g.
integrating with third parties), or offer additional value for no extra work (e.g. weekly
reports).
As you provide updates, keep track of when you release them. On one hand the
updates shouldn’t be too frequent since the users will easily lose track of everything
and start feeling frustrated. On the other hand, if you don’t post updates frequently
enough, the users might think the app is completely outdated.

25
4. Quick summary – key takeaways

Retention rate gives you a firm overview of the player activity in your game,
allowing you to check and compare recent player activity as well as the long-term
development of the game. Key days for monitoring retention rates are day 1, day
7, and day 28 (one month). As time goes by, the retention rate will inevitably drop.
Aim for higher day-1 retention rates. Why? Because the more time passes since
installing, the higher the risk that your game will never be opened again. People tend
to install a lot of games, end up not playing them and then deleting them from their
phone.
There are some ways to improve the retention rate of your game. You should
test and optimize the design of the game: adjust the colors, the text and font, the
simplicity of the app etc. You can add push notifications to re-engage with players
who haven’t opened the game for a certain period of time. Add in game notifications
and you will be able to “converse” with your players ingame and thus boost your
retention. Giving the players bonuses or gifts for playing your game will keep
them hooked as they will feel rewarded. Try to constantly unlock new content and
features as it will keep your players interested in the game. Your game should have a
social aspect to it - there should be challenges, leaderboards and social interaction.
You should always try to be one step ahead and optimize your game. You should
collect and use data from app analytics (both mobile app analytics and visual mobile
analytics). Use that data to find the weak spots in your game, to analyze them and
finally, to iron them out.
Following these suggestions, you’ll end up with a player-oriented, well-optimized
and well-rounded game that your players will love. And who knows, your game may
become the next Angry Birds.

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5. About us

UDONIS Inc. has a know-how and specialized body of knowledge on what makes
for success in advertising of mobile games & apps. Our work approach is strictly
goal-oriented as we embrace creativity in the process of delivering results far
above industry standards. By leveraging the power of data-driven approach to
user acquisition we’re able to quickly find your ideal audience and effectively
communicate the right message in order to achieve the highest ROI.

Our Mission
To help our partners elevate their mobile apps & games to top charts through data-
driven user acquisition & robust split testing systems.

Vision
To be a leading marketing agency specialized in mobile user acquisition.

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6. Sources

https://www.appsflyer.com/resources/2018-retention-benchmarks/
https://www.apptamin.com/blog/grow-app-rentention/
https://thetool.io/2018/user-retention-mobile-apps-games
http://info.localytics.com/blog/mobile-apps-whats-a-good-retention-rate
https://www.inc.com/jeff-haden/best-way-to-calculate-customer-retention-rate.html
https://easternpeak.com/blog/mobile-app-retention-rate-how-to-improve-it/
https://thetool.io/2018/user-retention-mobile-apps-games
https://public-production.gameanalytics.com/assets/GameAnalytics-Benchmarks-Re-
port-2018.pdf
https://www.logoworks.com/blog/color-psychology-logos-marketing/
https://www.airship.com/resources/benchmark-report/how-push-notifications-impact-me-
dia-app-retention-rates/
https://www.priceintelligently.com/blog/saas-growth-focused-too-much-on-acquisition
https://digitalmarketinginstitute.com/blog/how-to-analyze-and-increase-retention-rates
https://www.intercom.com/blog/customer-retention-5-best-practices-6-strategies-for-low-
churn/
https://unbounce.com/content-marketing/content-underpins-customer-retention/
https://xsolla.com/blog/publishing-suite/748/increase-your-mobile-games-user-retention-
rates
http://go.leanplum.com/rs/959-TQV-890/images/Leanplum_Retention_Revealed_Full_Report.
pdf
https://www.appcues.com/blog/app-retention-is-hard-heres-how-to-improve-it
https://www.apxor.com/are-you-doing-these-6-things-to-improve-your-apps-retention-rate/
https://www.helpscout.com/blog/customer-retention-strategies-that-work/
https://wholesale.rdxsports.com/blog/mobile-app-customer-retention-loyalty
https://www.mycustomer.com/community/blogs/dianaclark/5-mobile-app-strategies-to-cus-
tomer-retention
https://www.apxor.com/are-you-doing-these-6-things-to-improve-your-apps-retention-rate/
http://thoughtreach.com/5-ways-mobile-apps-can-boost-customer-loyalty/
https://www.salesforce.com/products/service-cloud/best-practices/customer-retention-rate/

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