HOW DOES RETENTION RATE AFFECT

Presented by Do Huy Cuong - Product ManagerEmail: cuongdh@vng.com.vn

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1. What is Ani World?

2. How important is retention rate?

• The first adventure• The second adventure

3. Increasing retention rate is a circle adventure

4. What may other factors affect it?

5. Sum up

AGENDA

Is an MMO Action Casual Web Game

Has over 1 year for developing

Has been launched in Jan 2012 & still alive

Has 3 million registered users

Ani World

Retention rate is the % of the users who played the game in

month 1 are still playing in month 2

RETENTION RATE

Active user

0

20

40

60

80

100

120

30

70

New users Old users

How retention rates affects

IMPACTS OF RETENTION RATE

Day 1

Day 2

Day 3

Day 4

Day 5

Day 6

Day 7

Day 8

Day 9

Day 10

Day 11

Day 12

Day 13

Day 14

Day 15

0

20

40

60

80

100

120

RETENTION USERS Us...

Level

Monetize feature at

level X

Revenue

IMPACTS OF RETENTION RATE

Flow

IMPACTS OF RETENTION RATE

Retention rate AffectActive users

RevenuesWhat ? Affect

Checking

product status

Seeking for

solutions

Making choices

Implementing

INCREASING RETENTION - A CIRCLE ADVENTURES

1-3, 41%

4; 27%

5; 23%

6-9, 8% >10; 1%

LEVEL RATIO FROM 30/12 TO 25/1

Product Status

THE FIRST ADVENTURE

1 2 3 4 5 6 7 8 90

10000

20000

30000

40000

50000

60000

70000

80000

90000

100000

NumRole

Product Status

THE FIRST ADVENTURE

Users didn’t get to monetizing point (Level 10)

THE FIRST ADVENTURE

MAKE IT

EASIER

THE FIRST ADVENTURE

Implementatio

n

30-D

ec31

-Dec

1-Ja

n2-

Jan

3-Ja

n4-

Jan

5-Ja

n6-

Jan

7-Ja

n8-

Jan

9-Ja

n10

-Jan

11-Ja

n12

-Jan

13-Ja

n14

-Jan

15-Ja

n16

-Jan

17-Ja

n18

-Jan

19-Ja

n20

-Jan

21-Ja

n22

-Jan

23-Ja

n24

-Jan

25-Ja

n

25%

27%

29%

31%

33%

35%

37%

Level 4Open Beta

30-D

ec31

-Dec

1-Ja

n2-

Jan

3-Ja

n4-

Jan

5-Ja

n6-

Jan

7-Ja

n8-

Jan

9-Ja

n10

-Jan

11-Ja

n12

-Jan

13-Ja

n14

-Jan

15-Ja

n16

-Jan

17-Ja

n18

-Jan

19-Ja

n20

-Jan

21-Ja

n22

-Jan

23-Ja

n24

-Jan

25-Ja

n

16%

17%

18%

19%

20%

21%

22%

23%

24%

25%

Level 5Open Beta

31-D

ec1-

Jan

2-Ja

n3-

Jan

4-Ja

n5-

Jan

6-Ja

n7-

Jan

8-Ja

n9-

Jan

10-Ja

n11

-Jan

12-Ja

n13

-Jan

14-Ja

n15

-Jan

16-Ja

n17

-Jan

18-Ja

n19

-Jan

20-Ja

n21

-Jan

22-Ja

n23

-Jan

24-Ja

n25

-Jan

2%

3%

3%

4%

4%

5%

5%

6%

Level 6Open Beta

THE FIRST ADVENTURERESULT

RETENTION RATE 1

2012-01-11

2012-01-12

2012-01-13

2012-01-14

2012-01-15

2012-01-16

2012-01-17

2012-01-18

2012-01-19

2012-01-20

2012-01-21

2012-01-22

2012-01-23

2012-01-240.00

5.00

10.00

15.00

20.00

25.00

30.00

THE FIRST ADVENTURERESULT

THE FIRST ADVENTURELESSON LEARNT

Does hardness stop players playing

game?

A little check later

o80% - 90% stop playing at 5 minute

RETENTION RATE 1, Apr 2012

01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 290.00

2.00

4.00

6.00

8.00

10.00

12.00

14.00

16.00

18.00

20.00

THE SECOND ADVENTURE Produc

t Status

A1 IS GOING DOWN

06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 300

10,000

20,000

30,000

40,000

50,000

60,000

70,000

A1

THE SECOND ADVENTURE

THE SECOND ADVENTURE

SOLUTION

Impress Users

Put a Dragon In

Tutor Users

everything

THE SECOND ADVENTURE

IMPLEMEN-TATION

TAKE US 1 MONTH FOR DEVELOPING NEW TUTORIAL

GAME DESIGNERARTIST

PROGRAMMER

RETENTION RATE 1

0.00

5.00

10.00

15.00

20.00

25.00

30.00

01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 310

5,000

10,000

15,000

20,000

25,000

30,000

RESULT

THE SECOND ADVENTURE

A1

RETENTION RATE 1 - 7

1 2 3 4 5 6 70.00

5.00

10.00

15.00

20.00

25.00

30.00

2012-05-252012-05-262012-05-272012-05-282012-05-292012-05-30

THE SECOND ADVENTURE

RESULT

LESSON LEARNT

THE SECOND ADVENTURE

Impressing users did work but to retain them playing more than 7 days is another thing. 1Tutoring users is good but risky.2

0

0.05

0.1

0.15

0.2

0.25

0.3

vuigameothers

TARGETED USERS !!!

OTHER AFFECTIONS

Different pool of users

Event do call users back

OTHER AFFECTIONS

09-23 09-24 09-25 09-26 09-27 09-28 09-29 09-30 10-01 10-02 10-03 10-04 10-05 10-060.00

5.00

10.00

15.00

20.00

25.00

Sun Sat

THINK AGAIN ABOUT EVENT, RELEASE, UPDATE …

OTHER AFFECTIONS

Week Days

TAKE AWAY

Improving is a circle

Self assumption need to be checked

First impression !!!

Keep user playing for more than 7 days is other

things

Tutorial is good but it is risky

Other facts affects retention rate