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Pan Katsukis
CEO & Founder
Jennifer Nguyen
Mobile Media Manager
EA’s Approach
How to Launch an
Effective User
Retention Str...
Source: Fiksu Index for March 2016
$0.50
$0.00
Dec
2014
Jan
2015
Feb
2015
Mar
2015
Apr
2015
May
2015
Jun
2015
Jul
2015
Aug...
Global app retention rate decreased 5% in 2015.
27% of games are only played once.
58% of users churn within the first 30 d...
Get analytics in
place
Understand
user flow &
behavior
Look at where
& why your
users are
dropping off
Understand
Your Users
Push
Notifications
Email
Marketing
Display
Advertising
Social
Leverage
Personalized
Marketing
Programs
The Challenge:
Setting Up Tech
Infrastructure
Bad Example Good Example
New User
After 1 hour
We miss you!
New User
Didn’t complete tutorial
Tips to complete the tutoria...
Implement
Deep Links
+130%performance uplift
82%of Remerge customers
run with deep links
Get the new
weapons!
THE
EMPIRE
N...
Choose an
App Retargeting
Provider
Match
Expectations:
Is it Doable in
Gaming?
Optimize &
Improve
New Users
Users at Risk
of Churning
Loyal Users
RetargetUsersat
EveryStageofthe
ConversionFunnel
Launch
NativeAdsfor
anEasyWin
+60%performance uplift
compared to regular
ads
9%of Remerge impressions
are native ads
Nativ...
Start testing to get buy-in from stakeholders
Leverage actionable data (identify areas of improvement &
successes to repli...
Thanks!
Pan Katsukis
pan@remerge.io
Jennifer Nguyen
jennifernguyen@ea.com
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MAU Vegas 2016 — EA's Approach: How to Launch an Effective User Retention Strategy

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Mobile Apps Unlocked Vegas 2016
Thursday, May 5
Retention Breakout Session — 2:30pm - 2:50pm

Where to begin? That is often times the hardest question of all. What is the first step that will lead to the next and the next and ultimately success without too many steps backwards? This session will offer insights into the decision-making process when evaluating and setting up a retention strategy, accompanied by a look at case results. What are the key considerations when initiating an app retargeting campaign, which audience segmentation strategy is optimal for your app, and how do you get the most out of your in-house user data? Global data and insights into re-engagement metrics shared by Pan Katsukis, CEO and Co-Founder of Remerge.

Jennifer Nguyen, Mobile Media Manager @ Electronic Arts
Pan Katsukis , CEO / Co-Founder @ Remerge

Published in: Mobile
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MAU Vegas 2016 — EA's Approach: How to Launch an Effective User Retention Strategy

  1. 1. Pan Katsukis CEO & Founder Jennifer Nguyen Mobile Media Manager EA’s Approach How to Launch an Effective User Retention Strategy
  2. 2. Source: Fiksu Index for March 2016 $0.50 $0.00 Dec 2014 Jan 2015 Feb 2015 Mar 2015 Apr 2015 May 2015 Jun 2015 Jul 2015 Aug 2015 Sep 2015 Oct 2015 Nov 2015 Dec 2015 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 $4.00 $4.50 Cost Per Loyal User Index iOS The App Landscape’s Changing “User acquisition hits all-time high” -VentureBeat
  3. 3. Global app retention rate decreased 5% in 2015. 27% of games are only played once. 58% of users churn within the first 30 days. If a user doesn’t return after 7 days, there is a 60% chance they never will.
  4. 4. Get analytics in place Understand user flow & behavior Look at where & why your users are dropping off Understand Your Users
  5. 5. Push Notifications Email Marketing Display Advertising Social Leverage Personalized Marketing Programs
  6. 6. The Challenge: Setting Up Tech Infrastructure
  7. 7. Bad Example Good Example New User After 1 hour We miss you! New User Didn’t complete tutorial Tips to complete the tutorial Segment & Target Users Dynamically +115%performance uplift (with dynamic audience segmentation) 84%of Remerge customers run a dynamic setup
  8. 8. Implement Deep Links +130%performance uplift 82%of Remerge customers run with deep links Get the new weapons! THE EMPIRE New weapons are available! Another App Your App Deep link sends user to most relevant part of the app
  9. 9. Choose an App Retargeting Provider
  10. 10. Match Expectations: Is it Doable in Gaming?
  11. 11. Optimize & Improve
  12. 12. New Users Users at Risk of Churning Loyal Users RetargetUsersat EveryStageofthe ConversionFunnel
  13. 13. Launch NativeAdsfor anEasyWin +60%performance uplift compared to regular ads 9%of Remerge impressions are native ads Native Ad PLAY NOW! The Empire THE EMPIRE App logo & title Engaging image Relevant call to action Description of app or offer
  14. 14. Start testing to get buy-in from stakeholders Leverage actionable data (identify areas of improvement & successes to replicate) Enhance your users’ experience through messaging When it comes to tech, keep persisting (big wins = additional resources) Constantly test, refine & reiterate Key Takeaways for an Effective User Retention Strategy
  15. 15. Thanks! Pan Katsukis pan@remerge.io Jennifer Nguyen jennifernguyen@ea.com

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