mau vegas 2016 — how-to: create long-term engagement
TRANSCRIPT
Growth Thru Retention & Engagement
MAU 2016
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• GDC 2010 Social Game of the Year
• 5M installs in the first week of launch
• #4 top free mobile game
• 6 consecutive months of D/D DAU growth.
• #2 top free mobile game
• #9 top grossing mobile game
Hi, I’m Josh
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DAU or MAU
(Installs) (Reactivations)
Growth = f(Acquisition,Retention)
Growth
Maximize Acquisition
Minimize Churn
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1 17 33 49 65 81 97 1131291451611771932092252412572732893053213373533693854014174334494654814975135295455615775936096256416576736897057210
100,000
200,000
300,000
400,000
500,000
600,000
2 Year DAU (50% D1R)
Retention is king
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Viral installs = invites * conversion%Invites = (inviters * invites/inviter) ^ frequency of invitations
Retention is virality
6 Engagement is retention
7 Engagement drives retention
Engagement is the leading indicator of retention
D0 D50 D100 D150 D200 D250 D300 D3500%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Game X Retention
Primary Driver of Engagement
Content, Cadence, Polish, Etc.
Core Loop Design Social Interaction
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0 1 0 2 0 3 0 4 0 5 0 6 0 7 00
5
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25
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45
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
D1-D60 RetentionPost FTUE Pre FTUE %Difference
Improving early retention is easy
9 Core Loop Design – Build Habits
Not all engagement is created equally
Vs.
Similar Engagement
Dissimilar Retention
Hooked (Nir Eyal)
10 Core Loop Design – Build Habits
Hooked (Nir Eyal)
11 Core Loop Design – Build Habits
Hooked (Nir Eyal)
12 Core Loop Design – Build Habits
Hooked (Nir Eyal)
13 The Retentive Power of Networks
Product Defensibility:
• Scale• Brand• Embedding (Habits)• Network Effects
Principle of network effects – each incremental user makes theproduct experience better for everyone before her
14 Improving Network FX in Games
• Create more nodes (by adding users)
• Increase node strength (by connecting users more closely)
SOCIAL DENSITY
15 Examples of Social Density
16 A Zynga Example
