Lessons in User Retention from the Gaming Industry What's in store for you: -Gaming Landscape -Key Trending Data -Key Metrics -Segmentation -Challenges leading to retention -Steps to win the User Retention Battle (AIC) -A business Insiders Take -CleverTap Case Study Dream 11 -Feedback from the Experts -About CleverTap

1. Level Up : Lessons in User Retention from
the Gaming Industry
With:
Peggy Salz (Founder: MobileGroove), Thiago Monteiro (Director Growth, Peak Labs),
Malay Harsh (Director Marketing: CleverTap)
CONTAINING THE LEAKY
BUCKET
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2. Our Speakers
Peggy Salz , Mobile Analyst Thiago Monteiro , Director - Growth,
Peak Labs
Chief analyst and founder of
MobileGroove, a top destination for
analysis, custom research, and strategic
content marketing to the global mobile
industry,
Peggy is a mobile industry expert who has
earned a reputation as a top Mobile
Analyst at VentureBeat and Content
Marketing Strategist. She is also a nine-
time author and frequently writes for
Forbes, Harvard Biz, and many more.
Working in digital and mobile marketing
for more than seven years, Thiago has
vast experience in multiple disciplines
of paid media, ranging from display
and paid search to social paid
advertising. He now directs the Growth
team at Peak, where he is responsible
for acquiring and retaining hundreds of
thousands of subscribers every month
while reaching ambitious financial
goals
A startup growth specialist with
over 11+ years of diverse
marketing experience from content
marketing to demand generation.
Malay has demonstrated the
necessary breadth and depth to
grow top line revenue from
Marketing. He leads the Customer
and Solution Marketing functions
at CleverTap.
Malay Harsh , Director - Marketing,
CleverTap
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3. Helping marketing, product and growth teams at B2C companies retain
their users for life.
We enable this at scale, in real-time and with precision by providing a
unique combination of:
1. A unified user data platform
2. Actionable insights and segmentation
3. Timely, personalized omni-channel engagement
Speaker : Malay Harsh | Director - Marketing,CleverTap
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6. Agenda
• Gaming Landscape
• Key Trending Data
• Key Metrics
• Segmentation
• Challenges leading to retention
• Steps to win the User Retention Battle (A | C)
• A business Insiders Take (Thiago)
• Feedback from the experts
• About CleverTap
• Q & A , Resources
• Thanks
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7. Mobile Gaming : Massive and monstrous growth
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8. Gaming app engagement comes at an (increased) cost
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Gaming app engagement comes at an (increased) cost
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9. Retention rates dip but don’t drop
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10. Gaming Apps User Retention by Subcategory
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Each category has its own audience and appeal
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11. The Shift from Purchase Funnel to Customer Lifecycle
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12. Enter the Engagement Pyramid
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13. Acknowledgement - Interest - Conversion
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14. Tracking the right events, asking the right questions
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15. Fireside Chat With Peggy and Thiago
Peggy Salz , Mobile Analyst Thiago Monteiro , Director - Growth,
Peak Labs
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16. The problem:
Our iOS subscriber stock level was continually
falling.
The immediate reasons:
Decrease in acquisition volumes due to external
factors;
Increase in the churn rate YoY.
The customer feedback:
Became boring;
Has beaten the games;
Sees no improvement.
The data feedback:
Users don’t complete the full
workout after the first month;
Users tend to focus on one or two games.
Peak Labs with Thiago
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17. Focus on 3 workouts/week
Users with 3 workouts or more on the first week
have a 60% higher CR and 25% higher LTV.
Actions
• Aggressive push flow with brain training
benefits;
• New prospecting audiences focusing on
number of completed workouts;
• Retarget users reminding them to complete
their workout;
• Add achievements for completing 3 workouts
in a week;
• Content series making the user see Peak as a
gym for your brain.
Improve benefit visibility
Although users come to Peak for the health
benefit, they quickly forget about it and focus on
the games.
Actions
• Weekly performance emails showcasing user
improvement;
• Weekly blog promoted via newsletter/in app
messages regarding brain training;
• Add more scientifically based commentary on
our games explaining the benefits.
Increase content diversity
Users tend to focus on one or two games that
they really enjoy and get disinterested when they
plateau.
Actions
• Add unlockable mods to existing games;
• Gate content by achievements;
• Cross promo users to other products.
Peak Labs with Thiago
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18. Definitions before we proceed
Cohorts : A group of users that have completed a
specific action within a specific time frame. Cohorts
are different from segments because they use the
added dimension of time. For example, one cohort
could be users who downloaded your app in the
month of June.
Retention rate is the percentage of users who
come back to your app in order to perform a
certain action after installing your app. What
percentage of your users are launching and
using your app a week after install? 30 days after
install? 90 days after? Retention rate answers
this question.
Speaker : Malay Harsh
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19. Definitions before we proceed
Engagement:
It simply refers to the meaningful actions undertaken by
app users with your brand. It can be defined further as
the cognitive, emotional, and behavioural connection
between a user and your technology. It’s a measurement
of a user’s response to your app or specific app features.
It also measures users’ response to your advertising and
marketing campaigns and whether your campaigns are
compelling them to do certain actions.
Speaker : Malay Harsh
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20. CleverTap Analysis for Dream 11
About Dream 11
Dream11 is a fantasy sports platform based in India that allows users to play fantasy cricket, hockey, football,
Kabaddi and basketball. In April 2019, Dream11 became the first Indian gaming company to enter the ‘Unicorn Club’
Dream11 has more than doubled its user base year-over-year since its inception, quickly growing to 30+ million
users and over 90% market share in the fantasy sports market in India.
Challenges
1. Delivering a Smooth First Time User Experience
2. The two-month Indian Premier League season is a critical period of acquisition and engagement for Dream11.
Proving the app’s value is a priority.
3. Dream11 wants to keep users engaged well beyond the IPL season. Ensuring that users experience value on
the platform to keep coming back, match after match.
4. Drive Brand Recall
5. Re-engage Inactive Users
6. Dream11 wants to engage its massive 30+ million user base with timely, personalized messaging campaigns
that reflect the fast pace of live sports.
Speaker : Malay Harsh
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21. How Dream11 Leveraged CleverTap
Speaker : Malay Harsh
With targeted campaigns based
on user behaviour, location, and
lifecycle stage, Dream11
engages users on the most
effective channels to drive
greater conversions and
retention.
Dream11 uses Flows to
understand how users navigate
the app. These insights help
refine new user onboarding, new
feature adoption, and identify
friction points in their UX.
By tracking user cohorts,
Dream11 identifies user trends,
analyzes churn, runs effective
winback campaigns, and
improves app engagement.
Journeys Flows Cohort Analysis
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22. Daily Engagement Campaigns with A/B Testing
Dream11 performs A/B tests on different notification
send times. The highest engagement rates were for
afternoon campaigns. Warning them that there were
only a few hours remaining to create teams was an
effective way to raise engagement.
Speaker : Malay Harsh
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23. Reminder Campaigns that Drive Engagement and Results
Dream11 sends reminder notifications to users just 10
minutes before the deadline for creating teams. This builds a
sense of urgency and encourages users to visit the platform
and create a team for that particular match. A unique
notification ringtone ensures better brand recall.
Perfected the new
user onboarding flow to
successfully activate
and retain more users
Launched personalized
messaging campaigns to
re-engage inactive and
churned users
Speaker : Malay Harsh
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24. Key Takeaways
Peggy Salz , Mobile Analyst Thiago Monteiro , Director - Growth,
Peak Labs
Malay Harsh , Director - Marketing,
CleverTap
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25. We’re trusted by today’s top brands
8000
CUSTOMERS
1.5 billion
DEVICES REACHED
120 BILLION
EVENTS PROCESSED PER
MONTH
80 billion
MESSAGES SENT PER MONTH

26. Report:
Case Study: Dream11
Blog:
https://clevertap.com/glossary/churn-rate/
https://clevertap.com/glossary/retention-rate/
Questions?
Additional Resources:

27. Thank You!
webinars@clevertap.com