retention
Latest
Former Free Realms lead outlines the dangers of metric-based design
GamesIndustry.biz has published an interesting think-piece featuring SOE's Laralyn McWilliams. McWilliams, former creative lead on Free Realms, says that free-to-play firms relying heavily on metrics to define their development roadmap may come up short. "There's no measuring spoon for love. You can't quantify it," McWilliams explained to a Casual Connect Europe audience. "Retention is not the same as happiness." She went to detail how metrics can contribute to an illusion of control and confidence on the part of developers when in reality, "the point is that it's a mix of logic and emotion that goes into our decisions as game designers. That's why we can never design by metrics."
Officers' Quarters: Beyond recruiting
Every Monday, Scott Andrews contributes Officers' Quarters, a column about the ins and outs of guild leadership. He is the author of The Guild Leader's Handbook. If you create a guild with a very specific type of player in mind, keeping those players should be easy, right? As one guild leader found out, it's not as simple as it seems. Hi Scott. ... I've got a guild of 50 people (10-30 people and their alts) and I seem to have hit a wall. I put posts up, I scour WoW Insider for ways to market my guild (thanks for the shoutout, drama mamas) and I try to keep things interesting but nobody ever signs on anymore. We've got a core group of about... oh I'd say 5-10 people who still sign on every few days. How in the hell are we supposed to be a guild for disabled people and friends of the disabled when nobody signs on?
Flurry details app retention by app category, users love weather apps
Flurry has looked at app engagement and retention with its great series of reports on app usage, and the company has now returned to the subject in a new release. This time, the mobile advertising firm looks at app retention within certain categories to see which kinds of apps users are able to find easily, keep and engage with them. The results are pretty much what you'd expect: Weather and news apps are able to keep users for a long period of time, because most users choose one they trust and then stick with it. In terms of frequency, I'm not surprised to see streaming music apps listed high: Lately, the Slacker Radio app is probably the most used on my iPhone 5. Social games and social messaging apps are also used frequently, showing that people are most engaged when their friends are as well. On the other side of the spectrum, you can see that music apps tend not to keep users around for long. I'd guess that's because Apple's own music apps are probably what most people end up going back to. Health and fitness apps are also down there, and retail and deals apps are also in that lower quadrant. That's also not too shocking. Most people interested in retail apps or deals probably use them until they buy what they need, and then move on. These are just general comparisons of categories. Not all weather apps command high retention, and there are some health apps that get used all the time. But it is interesting to have a big picture of which categories are being used more often on iOS.
Officers' Quarters: 5 ways to retain members in Mists
Every Monday, Scott Andrews contributes Officers' Quarters, a column about the ins and outs of guild leadership. He is the author of The Guild Leader's Handbook. Mists of Pandaria represents a unique and unprecedented era for guilds. It will be the first time in WoW's long history that a player can see all of the game's instanced raiding content without a guild, by simply queuing up in the raid finder. Many people mock the raid finder experience. It's easy to make light of it, but to underestimate its impact on the game could cost your guild dearly. Guilds are no longer the gatekeepers to content. To keep those members who are on the fence about staying, you need to offer more. You need to add value to their WoW experience and make sure that members have confidence in the guild's leadership. Let's look at five ways to help you do that.
Report: iOS and Android apps fighting for retention, not discovery
The latest Flurry report has an interesting insight for app developers. Over the last few years, as apps have gained more and more attention and users, discovery has been one of the biggest issues developers face: Most devs spend a lot of their time post-release just trying to tell as many people as possible about their app, so they can actually find it in the store and buy it. But Flurry now says that because of the growing amount of tools out there for app discovery, the biggest problem faced by apps isn't getting found anymore. It's trying to get customers to stick around. As you can see above, app user retention drops off sharply after the first month of usage, and only gets worse from there. Based on my own experience, I can agree with this assessment -- while I probably use more apps than the average consumer, even my favorite apps really only hold my attention for a few weeks at the most before I find something else I really like and move on. That's not a judgment on app quality -- there are just so many apps out there and apps always coming out and dropping in price and going free that there's always something shinier to move on to, no matter how great the app is. Especially with models like freemium, app retention becomes more and more important for developers. Presumably, then, the next tools developers need should not only work towards discovery (things like Game Center and OpenFeint have helped immensely with this kind of thing), but also should be aimed towards keeping users interested in the apps they have. The new Notification Center may help with something like that, or maybe a "Recently Used" folder on your iOS device, that pushes you back to apps you've used lately. It's fascinating to see that as the app ecosystem grows and ages, developers are facing new and different problems reaching users.
EVE Evolved: Power players and player retention
As I mentioned in our coverage of the EVE Online Fanfest, the best part of the experience for me was discussing EVE with players who are as involved in and enthusiastic about the game as I am. On my first night there, I got into a fascinating discussion with a few players on a topic I hadn't really considered before -- power players. Every MMO has players who get heavily involved in their chosen game. EVE's Fanfest really highlighted this, as around a thousand of EVE's power players flew to Iceland just to talk about the game, contribute ideas in roundtable discussions and find out what the future holds for the game. Ultimately, the fate of EVE lies in its community. EVE's main strength as an MMO is the fact that with so many players in one game universe, people form very real ties with each other. Corporations and alliances are more than just collections of people; they're sub-communities with their own aspirations, internal politics, playstyles, personalities and even senses of humour. These organisations give people support and a place to call home in an unforgiving universe, and it's the power players of EVE who make all of that possible. In this week's EVE Evolved, I explore the importance of power players in MMOs and what the concept means for EVE's development.
The Daily Grind: Do alts help or hurt game retention?
I'm going to share with you something I've struggled with and then ask for your professional opinion, Internet Friends. As a natural altoholic, I'm forever filling up my character select screen with a wide variety of heroes. And by heroes, I mean "experiments." Having a main is all fine and dandy, but sooner or later the winds of whimsy wash over me, and I feel the uncontrollable urge to roll up an alt. My struggle is this: Is my altoholic nature helping me stay in the game longer or hurting my interest overall? On one hand, having a single character to focus on helps me to bond strongly with that toon, explore high-level content, and dedicate myself to a focused journey through the game. On the other hand, having alts adds the spicy variety that I crave and lets me explore the game in new ways. But I've noticed that several alts can erode that tight attachment I have to an MMO, especially if I keep bouncing around between them. Does this happen to you? What do you think: Do alts help or hurt game retention for you in the long run? Every morning, the Massively bloggers probe the minds of their readers with deep, thought-provoking questions about that most serious of topics: massively online gaming. We crave your opinions, so grab your caffeinated beverage of choice and chime in on today's Daily Grind!
Palm's SVP of software and services takes off, others given cash, stock to stick around (updated)
No one really knows exactly what's going on inside the walls of Palm HQ this week -- whether the company will sink or swim is perhaps a bigger question right now than it has been since its rebirth last year, and if it does swim, whether it remains independent is another matter altogether. In an SEC filing today, Palm quietly revealed that its senior VP of software and services -- Michael Abbott (pictured above), a man who has been largely responsible for webOS as a platform and the critical Mojo and Ares SDKs -- will be gone as of April 23. More interestingly, though, it had to hook up a couple other key players with stock packages and $250,000 in cold, hard cash to get them to agree to stick around for a couple years: Jeff Devine, SVP of global operations, and Doug Jeffries, the CFO. Yes, that's right -- Palm's chief financial officer may have damn near split in the past few days, which is never a good sign for a company whose financial stability is in question. More on this situation as it develops. [Thanks, Herman] Update: Since our original report, a number of SEC Form 4s have crossed the wire, indicating that Palm is handing out various quantities of shares to pretty much everyone on the executive roster. Acquisitions frequently involve retention deals for key company players to make sure that the buyer's new assets aren't instantly brain-drained, so it's entirely possible that this is all a harbinger of an impending deal.
From our readers: Guild Retention
We get lots of email from our readers trying to find their way though WoW. I'd like to take a moment to answer a question about membership retention. This also builds on a previous response regarding the trials and tribulations of starting a guild.Hi I been reading your posts and listening to the podcast and you recently made a new guild. I have a guild with around 140 members and we do some raiding weekly but every time I log off, it seems that people start arguing, and drama just starts building up. I went away for a couple days and when I come back from my vacation, Alot of people have left the guild. Maybe 10-15 people. Now they are stealing my members and have made a new guild. Do you have tips on member retaining and stuff like that, would be cool if you can do a post on that kind of stuff and how you work that out, thanksHello reader,Thank you for the email. One of the hardest things I've noticed about a guild is dealing with a certain amount of churn. Acceptance is the first step. People leave for all kinds of reasons. There will be those that come and go. The stronger you make your core, the stronger you make your guild.
The Daily Grind: What's a good player retention level?
It's curious how the exact same data can be taken as brilliant news, confirming a game's enduring appeal, and terrible news, dooming the game to oblivion, depending upon who you ask. Take Age of Conan, for example. Not so long ago, we saw a video that confirmed AoC's current subscribers at around the 400,000 mark. With 800,000 boxes sold, that's around a 50% retention rate. Yay, we win at math.But what's far less cut and dried is whether this figure is really bad, or really good. Everyone, it seems, has an opinion on the matter. It's worth observing here that you can't expect everyone who picks up a game to stick with it. If a game loses half its players every quarter, that's terrible; but if it keeps half of all players who buy it, that's a very different story.So we're throwing the question open to the players: what do you think is a healthy retention level for an MMO, in terms of keeping players after their first free month? And while we're on the subject, has a game ever surprised you with its retentiveness? Have you ever tried to quit and gone back after a while?
Is Age of Conan a rousing success or a stinking failure?
There's plenty of doom and gloom discussion surrounding Funcom's Age of Conan. The hours played and reported by X-fire users plummeted since it hit desktops. Possibly the wackiest and most critical bug ever seen in an MMOG ever won't be fixed anytime soon. Unfinished content has diminished Age of Conan's reputation in the later parts of the game. The rap sheet goes on; however, a strong demand exists for a new MMOG as an astonishing 700,000 accounts were registered in the first month alone. That number is quite a feat, but the overall number of subscriptions four or six months down the road comes into question as most players that leave after their first month tend to be very unforgiving. Stropp, an MMOG blogger, remains optimistic in his post entitled "Why Age of Conan Will Succeed" and points out all the advantages that Age of Conan and Funcom possess. While Stropp did cancel his Age of Conan account he believes the game will not die anytime soon and projects long-term success. Funcom is certainly a capable company with experience, but how many subscribers are needed to claim rousing success or do the crude pitfalls from an all-to-soon-launch already make Age of Conan a failure from a business standpoint? You decide.
Tank Talk: Do you feel lucky, punk?
Tank Talk is WoW Insider's new raid-tanking column, promising you an exciting and educational look at the world of getting the stuffing thrashed out of you in a 10- or 25-man raid. The column will be rotated amongst Matthew Rossi (Warrior/Paladin), Adam Holisky (Warrior), Michael Gray (Paladin), and myself (Druid). Our aim is to use this column to debate and discuss class differences, raid-tanking strategies, tips, tricks, and news concerning all things meatshieldish. At least, that's what the others said they were doing. I intend to use it mostly as a soapbox to complain. Absolute power tends to......something something.Welcome to Tank Talk. I am your bear Druid hostess for this week, with a topic that occurred to me while reading a recent article here on the site. Eliah Hecht wrote that his guild is facing a not-uncommon tank shortage and that he has considered the possibility of leveling a tanking class to 70 before Wrath, or tanking on a Death Knight afterwards. A number of people on my server and in my guild have talked about doing the same thing, or switching mains once Wrath hits. With so many people playing Death Knights, I think it's very possible that more people will discover they enjoy -- or at least, don't mind -- tanking, and may seek to do so in a raid environment without necessarily knowing what they've really signed up for. From those of us who have tanked raid content in vanilla WoW or BC, here are the 10 questions you'll want to ask yourself if you're considering the possibility of tanking serious raid content:
Player vs. Everything: The retention game
The conventional wisdom in any service-driven industry is that it's far, far cheaper to retain an existing customer than to recruit a new one. This is especially true in the MMOG industry, where your business model is largely dependent on maintaining a long-term subscriber base. The concept also applies to transaction-driven and episodic games, where you need your customers to want to stick around and continue spending money. Box sales are great, but ultimately they're pretty useless except as an indicator of how many people actually bought the game -- returning players are the bread and butter of the MMO world. In fact, that's exactly why companies are so interested in finding out why you're quitting their game. If they can fix issues that are making a lot of people quit, they can retain more customers and drive up their revenue. Surprisingly, Blizzard is the only company I know of which actually makes people fill out an exit survey in order to cancel a subscription. It's not that annoying and it gives them great information about how to make their game better for you (so if you're adamant on copying Blizzard, that's a good thing to copy). Unfortunately, Blizzard keeps notoriously quiet about their internal numbers like that. So why exactly do people quit MMOGs, and what can and should game companies be doing to keep you interested?
LCD and plasma burn-in advice
Image retention, the kids call it "burn-in" on the street, is something every flat-panel has to deal with. HD Guru dug up a case involving not a plasma but, gasp, an LCD. It seems like logos were "burned" into the the right of the screen. The issue is something that rarely pops up -- even more rare on an LCD -- but when it does, we're sure most owners shave a year or two off their life as their heart skips a beat. There is no reason to fear that your pricey, little baby will always have that Sony DVD logo burnt in, as most burn-in can be easily eliminated. Follow the jump for some DIY tips on prevention and elimination.
