OGDC2013_How retention rate affects aniworld_Mr Do Huy Cuong
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HOW DOES RETENTION RATE AFFECT Presented by Do Huy Cuong - Product Manager Email: [email protected] ?
description
Presentation in OGDC 2013 organized by VNG Corp
Transcript of OGDC2013_How retention rate affects aniworld_Mr Do Huy Cuong
HOW DOES RETENTION RATE AFFECT
Presented by Do Huy Cuong - Product ManagerEmail: [email protected]
?
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
