Ogdc 2013 how retention rate affects aniworld
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  • Rention rate is a percentage of the people who played the game in month 1 are still playing in month 2http://www.gamesbrief.com/2011/11/retention-rate-churn-and-duration/
  • 11/1 : Reduce Mobs HP-DamageReduce mobs number in map lvl 4,518/1: Reduce mobs number in map lvl 4,520/1 Reduce mobs number in map lvl 4,5
  • Does hardness stop players playing game?A little check80% - 90% stop playing at 5 minute
  • Nearly one month to finish new tutorial Involve art, dev and design

Transcript

  • 1. HOW DOES RETENTION RATE AFFECT Presented by Do Huy Cuong - Product Manager Email: cuongdh@vng.com.vn ?
  • 2. 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
  • 3. 30 70 0 20 40 60 80 100 120 New users Old users How retention rates affects
  • 4. 0 20 40 60 80 100 120 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 RETENTION USERS Users Level Monetize feature at level X
  • 5. Retention rate Affect Active users Revenues What ? Affect
  • 6. Checking product status Seeking for solutions Making choices Implementing
  • 7. 1-3, 41% 4, 27% 5, 23% 6-9, 8% >10, 1% LEVEL RATIO FROM 30/12 TO 25/1 THE FIRST ADVENTURE
  • 8. 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 100000 1 2 3 4 5 6 7 8 9 NumRole THE FIRST ADVENTURE
  • 9. Users didn’t get to monetizing point (Level 10) THE FIRST ADVENTURE
  • 10. THE FIRST ADVENTURE
  • 11. 25% 27% 29% 31% 33% 35% 37% Level 4 Open Beta 16% 17% 18% 19% 20% 21% 22% 23% 24% 25% Level 5 Open Beta 2% 3% 3% 4% 4% 5% 5% 6% Level 6 Open Beta THE FIRST ADVENTURE
  • 12. RETENTION RATE 1 0.00 5.00 10.00 15.00 20.00 25.00 30.00 THE FIRST ADVENTURE
  • 13. THE FIRST ADVENTURE Does hardness stop players playing game? A little check later o80% - 90% stop playing at 5 minute
  • 14. RETENTION RATE 1, Apr 2012 0.00 2.00 4.00 6.00 8.00 10.00 12.00 14.00 16.00 18.00 20.00 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 THE SECOND ADVENTURE
  • 15. A1 IS GOING DOWN 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 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 A1 THE SECOND ADVENTURE
  • 16. THE SECOND ADVENTURE Impress Users Put a Dragon In Tutor Users everything
  • 17. THE SECOND ADVENTURE TAKE US 1 MONTH FOR DEVELOPING NEW TUTORIAL GAME DESIGNER ARTIST PROGRAMMER
  • 18. RETENTION RATE 1 0.00 5.00 10.00 15.00 20.00 25.00 30.00 Apr-27 May-04 May-11 May-18 May-25 Jun-01 Jun-08 Jun-15 0 5,000 10,000 15,000 20,000 25,000 30,000 01 03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 THE SECOND ADVENTURE A1
  • 19. RETENTION RATE 1 - 7 0.00 5.00 10.00 15.00 20.00 25.00 30.00 2012-05-25 2012-05-26 2012-05-27 2012-05-28 2012-05-29 2012-05-30 THE SECOND ADVENTURE
  • 20. THE SECOND ADVENTURE Impressing users did work but to retain them playing more than 7 days is another thing.1 Tutoring users is good but risky. 2
  • 21. 0 0.05 0.1 0.15 0.2 0.25 0.3 vuigame others TARGETED USERS !!!
  • 22. 0.00 5.00 10.00 15.00 20.00 25.00 Sun Sat THINK AGAIN ABOUT EVENT, RELEASE, UPDATE …
  • 23.  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