This document discusses retention rate and its importance for an app called Ani World. It describes two "adventures" where the company tried different approaches to increase retention rate, such as adding tutorials and special events, but found it challenging to keep users engaged beyond 7 days. The document emphasizes that improving retention is an ongoing process that requires checking assumptions, managing first impressions, and considering other impacting factors beyond just game features.

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

5. 30
70
0
20
40
60
80
100
120
New users Old users
How retention rates affects

6. 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

7. Retention rate Affect
Active users
Revenues
What ? Affect

8. Checking
product
status
Seeking
for
solutions
Making
choices
Implementing

9. 1-3, 41%
4, 27%
5, 23%
6-9, 8%
>10, 1%
LEVEL RATIO
FROM 30/12 TO 25/1
THE FIRST ADVENTURE

10. 0
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000
1 2 3 4 5 6 7 8 9
NumRole
THE FIRST ADVENTURE

11. Users didn’t get to monetizing point
(Level 10)
THE FIRST ADVENTURE

12. THE FIRST ADVENTURE

13. 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

14. RETENTION RATE 1
0.00
5.00
10.00
15.00
20.00
25.00
30.00
THE FIRST ADVENTURE

15. THE FIRST ADVENTURE
Does hardness stop players playing
game?
A little check later
o80% - 90% stop playing at 5 minute

16. 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

17. 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

19. THE SECOND ADVENTURE
Impress
Users
Put a Dragon
In
Tutor
Users
everything

20. THE SECOND ADVENTURE
TAKE US 1 MONTH FOR
DEVELOPING NEW TUTORIAL
GAME DESIGNER
ARTIST
PROGRAMMER

21. 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

22. 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

23. 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

24. 0
0.05
0.1
0.15
0.2
0.25
0.3
vuigame
others
TARGETED USERS !!!

26. 0.00
5.00
10.00
15.00
20.00
25.00
Sun Sat
THINK AGAIN ABOUT EVENT, RELEASE, UPDATE …

27.  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