Interactive PLAYER RELATIONSHIPS
But some players are experts and some players are novices. Giving both groups the same game experience is the worst of all worlds, but if you can recognise an expert player early in the game play and then send them to more challenging parts of the game then the experience is improved and retention increased.
Similarly giving novices enhanced tutorials and making sure that in a multiplayer environment they play against opponents with similar skill level, again, increases retention.
That is why game personalization is so important; making games responsive to player behaviors and ensuring engagement is maximised.
New Player Relationship Management technolo- gies such as deltaDNA can collect and analyse player behaviors in realtime and change the game experience dynamically creating well balanced and fun experiences based on individual playing styles and competency.
PLAYER RELATIONSHIP MANAGEMENT Customer Relationship Management has long
been the focus of the finance and retail sectors who work very hard to make sure their con- sumers return. This is no different in the virtual world of the game. Understanding that all players are not the same and identifying different playing styles and behaviors is paramount to successful Player Relationship Management and the key to winning the CPI battle.
By thinking about the player experience very clearly, and also, taking into account, that players have different levels of competency, patience, momentum and competitiveness, it is possible to maximise engagement.
Once engagement is maximized, revenues will increase as the players begin to value the oppor- tunity to maintain and deepen their gameplay. As lifetime values increase then acquisition becomes more affordable and, instead of a downward spi- ral chasing more and more elusive quality recruits, the whole viability of the game is funda- mentally changed.
increasing engagement first. The industry lives with very poor retention levels in general. Imagine any business that was content with 7 out of 10 customers never returning.
MAKE IT PERSONAL The biggest change in our industry over the last
two years has been the realisation that we have a perfect environment to build responsive experi- ences for players based on individual playing styles– gifting chips to players that are struggling, rewarding VIPs for their loyalty and matching players of equal competency so that everyone joins in the fun.
Social casino operators are now focusing on how they create their player onboarding experience so that engagement is maximized in session one and beyond.
It used to be the case that the games industry made games for itself. What we mean is that 20 year old guys would be making games for a 20 year old male audience. With the advent of online games that is no longer the case and game play has become a much broader demographic. We know that older females are a key group for slots games whilst middle aged men are a key demo- graphic for poker.
This means that developers are no longer able to rely on their own game play experience to make well balanced environments. And this is why recently the industry has been struggling with low retention rates.
The focus on giving different players an engaging first 60 seconds is vital to ensure you build an active and loyal base which will in time monetize.
Giving players the kind of game they want means
being able to track, anticipate and respond to dif- ferent behaviors instantly via micro-personaliza- tion. But performing that level of in-depth analy- sis on the colossal amounts of event data stream- ing in from games, many of which have millions of monthly active users, requires data manage- ment that’s smarter – and faster – than ever
RELATIONSHIP MANAGEMENT IN ACTION Playspace is one of the most successful Social Casino operators in Europe. Since being founded in 2011, it’s cross platform, multi-player games which include Bingo, Parchis and Slots have gained over 7m registrations.
The games have many common engagement and monetization mechanics including free coins each
7 9 PLAYSPACE CASE STUDY: PLAYER
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