Interactive PLAYER RELATIONSHIPS
day and unlocked features as players level up. However, like many publishers and developers, Playspace found that rising acquisition costs were impacting the profitability of its games.
As result, deltaDNA and Playspace collaborated to address the engagement blockers and create to personalized experiences for players.
After an assessment of the game design, some very familiar initial findings emerged:
l Engagement metrics were static and needed to improve
l Novice users required a better on-boarding process
l There was an imbalance in the economy with excessive gifting dampening spend and causing inflation problems
l There was a lack of player insight driving development decisions
deltaDNA worked with Playspace to understand 8 0
key player segments and understand where there were retention issues and opportunities for fur- ther spend, forming segments to describe key behaviours including:
This allowed the development and implementa- tion of realtime targeted in-game messages dur- ing the early gameplay, which focused on areas including expanding the tutorial for novice play- ers, hints on good strategy and less payment mes- sages.
This maximised player engagement, while the monetization strategy then personalized the game for intermediate and expert players. These play- ers we’re offered things like customized games and offers, rewards for leveling up (credits and items) and the opportunity to play against other leaders.
The resulting realtime in-game messages and dynamic adjustments to game balancing gave each player a tailored experience based on their playing style.
The results were incredible. A 350% increase in
very engaged users (playing more than 10 days in a row) and a 26% improvement in Returning Players
Item sales in the store increased by six times and whales significantly increased their spending with a fivefold increase in number of transactions and an eightfold increase in transaction value. The inflation problems from gifting were also addressed by this increase in spending.
SUMMARY While player-relationship management is funda-
mentally focused on improving player engage- ment, it also helps significantly with retention and monetization. By understanding player behaviours and responding through realtime personalization to give players the experience they want, engage- ment and lifetime value is dramatically increased and acquisition budget can be spent with confi- dence that new players will drive increased prof- itability.
Why acquisition will continue to be a challenge for social casino operators, by increasing lifetime val- ues though more sophisticated game personaliza- tion, the industry can continue to flourish.
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