The mobile gaming industry has recently faced demanding situations, with declining profits across many genres and declining returns from traditionally displayed user acquisition channels.
Today, as the number of downloads is impacted at multiple points (from the post-COVID economic recovery to CAW policies impacting the CPI), the road to profitability is steeper than ever and publishers are devoting more attention (and resources) to player retention and retention to stabilize and their back line.
In this article, we explore why publishers prioritize a loyalty-based technique (focusing on user acquisition and post-install engagement) to achieve successful expansion in a saturated mobile app market.
This article covers the mobile games blog and Futureplay Games case study. Loyalty is the new key to Mistplay’s successful growth.
Retention has been a difficult lever for LTV in the video game industry, but the importance of retention and consistency is only reinforced in today’s saturated mobile gaming landscape. As You Mong Tsang, CEO of ChurnZero, explains in Harvard Business Review, “Not only is retention less vulnerable than receiving the short-term fluctuations of a bad economy; However, the rule of thumb that winning a new business costs five times more than retaining an existing visitor becomes even more excessive during an economic downturn.
And loyalty goes far beyond simply figuring out how to get players to open the app day in and day out: the concept of “loyalty” has taken a back seat, and publishers are finding greater impact by going beyond the game to foster emotions. Loyalty of players who invest their time and money in their values.
Nicholas Kerr, VP of Lifecycle and Loyalty at Mistplay, said: “Loyalty systems can help game developers drive user progress through the visitor journey, converting non-spenders into earlier spenders in the lifecycle. If done correctly, they foster a deeper sense of commitment. “and loyalty among players through engaging users to interact more with a game and expand the lifetime price (LTV). By rewarding players for their participation and continued achievements, game studios can create a more competitive yet rewarding environment that complements the overall user experience.
But merit doesn’t prevent that. By leveraging loyalty systems, Nicholas notes that publishers can also discover more insights to better serve their player base: “These systems can provide deeper and richer insights, offering valuable insights into user behavior, preferences, and issues, allowing developers to fine-tune their strategies. “Strategy games to maximize visitor satisfaction.
People now have more features than ever to know how and where to invest their time. While American adults spend more time on their phones every day than watching TV, according to Insider Intelligence, by 2023 there will be more mobile apps than ever before — from mobile games to streaming apps — vying for that attention. That means taking a holistic strategy to keep up with other media franchises to retain their player base.
Here are some tactics for prioritizing player retention in your mobile games:
Ultimately, it’s about rewarding players for the time they spend in the game, whether it’s through virtual in-game issues, real-life gift cards, or other rewarding reports, such as an exclusive developer Q&A consultation streamed live on Twitch. In an article for GameDeveloper. com, William Grosso, CEO of Game Data Pros, notes that “by claiming normal rewards, especially when rewards are increasing, players get into the habit of logging in, which increases their attachment to the game. “
Our article on the basics of an effective loyalty program explains in more detail how to create an impactful loyalty program for mobile games, adding how personalization, exclusivity, and optimization figure into each and every loyalty strategy you have in play. Overall, the key to retaining today’s mobile gamers is to compare how you can go beyond the game to deliver more value to users in their daily lives.
At Mistplay, our core offering serves as a loyalty and rewards formula for mobile gamers, as well as an engagement-driven user acquisition channel for mobile game publishers. The Mistplay loyalty app helps players discover new titles through an AI-based advisory engine and earn genuine rewards for the time (and money) they invest in their favorite titles.
The more time you spend in a game, the more sets you’ll earn and the more rewards a user can redeem, such as Amazon gift cards. The result is a more engaged, retained, and highly unwavering user base that publishers can turn to to earn more. Committed and unwavering players.
By being user- or partner-centric, our strategy creates a win-win situation that ultimately enriches the user experience and increases LTV.
Futureplay Games is just one of many mobile game publishers facing an increasingly competitive user acquisition landscape. In an effort to UA’s efforts for its puzzle game Merge Gardens, Futureplay sought to invest in Mistplay as a user acquisition channel with a proven track record of achieving high-value mobile users at scale and cost-effectively.
One of the key features of Mistplay for publishers is a type of tROAS crusade, which is an AI-powered automated crusade that leverages smart bidding based on the likelihood of a user spending on in-app purchases. Since Merge Gardens’ monetization strategy is one hundred percent founded on DPI, it is an ideal solution to try Futureplay Games. After an era of successful learning involving the optimal audience, Futureplay was able to expand its crusade to achieve its ROAS goals.
With the activation of tROAS campaigns, Futureplay experienced a rapid increase in ROAS D7 of 23. 7% between Q4 2022 and Q1 2023, while more than doubling the scale of its installations, making Mistplay an invaluable UA partner.
“Mistplay’s IPC-based incentive helped us in several ways: we were able to more easily use our existing LTV models to compare ROAS and we didn’t have to worry about adjustments in user habits at the end of incentive events.
“In addition to the technical aspects, our account manager was a genuine asset, as he reliably offered information, advice and wisdom throughout the process, helping us expand the campaign frequently. “– Jussi Oja, Senior User Acquisition Manager, Futureplay Games
Read the full story in our case study: How Futureplay Games increased D7 ROAS by 23. 7% and doubled installs with Mistplay.
A loyalty-based expansion strategy is key to maximizing the number of players that make you your most valuable and retained cohort. And while there are no shortcuts to fostering mobile gaming loyalty, there are some useful solutions. If you are a mobile game studio that wants to generate more installs and LTV from their UA methods like Futureplay Games, Mistplay is in a position to help you. Visit our site to learn more about how we can work together to unleash the strength of player loyalty and achieve genuine results.
Mistplay is the number one loyalty app for mobile gamers. Our network of millions of engaged mobile players uses Mistplay to find new games to play and earn rewards. Based in Montreal and launched in 2016, Mistplay has risen through the ranks as a media source. for game publishers, recently ranked among the top five most sensible media resources for global ROI and retention in the 2023 Singular ROI Index.
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