They need to focus both on the initial acquisition of its players, and also on their player lifecycle.Īccording to Localytics, the most observed app behavior can be described as “app snacking”, where a user logs several short sessions within several apps in one day.Ĭollecting data on the player lifecycle will help games: With 49% of smartphone users choosing mobile games more than other apps, the same holds true for games. They want you to offer them what they want, and not what you think they want. With mobile usage increasing by the day and personalization kicking in, the app users now want you to know them beyond the general demographics and psychographic marketing segmentations. In 2015, about 94% of marketers thought they knew who their target users were and what they were looking for by using the buyer personas created with data from CRMs and web analytics. Why do games need to focus on the player lifecycle? Repurchase – what made a player make an in-app purchase again?.Reuse and purchase – why and how are some players engaging with the app, while the others aren’t?.Onboarding and exploration – what aspect of your app will make the user start playing or leave the game for good?.App download – what is it that will make a smartphone user download the game?.App discovery – how your target market is going to learn about your game?.The player lifecycle includes the following stages: Typically, after the last stage, the user either abandons the app or becomes a long term user of the same. Player lifecycle refers to the time period during which a smartphone user engages with your app, right from the time of discovery and download, to onboarding, exploration, and repeated use which may lead to purchase and repurchase. To effectively motivate your players, you need to understand each stage of their journey and be able to identify how different groups of people react at those stages. As people are spending more and more time on their phones than conventional desktops, businesses have to target them on their ‘favorite device’ and monetize from the same. The player lifecycle of games has been decreasing ever since the increase in the number of smartphone users. It is important to track how users interact with the game, respond to their experience, and prevent them from churning. It’s not enough to just create a great game. They attract an initial set of players, but then the users get distracted by an app store ‘recommendation’ in no time. Think about the last time you downloaded a mobile game or didn’t choose to delete a game to cater to a space crunch on your phone!Ī mobile game developer literally spends hours and hours to craft a game that users would get hooked on to. What’s more? Most of them don’t install games frequently and uninstall some every other week. From utility apps to games of all sorts – puzzles, single-player, multiplayer and more, smartphone users are quite literally overwhelmed with options!īut what’s options for them, is a bane for an app developer – especially games. There are a gazillion apps that are getting launched in the mobile market almost every day.
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