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This is the link for those who care to read the whole thing, but I will Copy and paste the pertinent section below:
http://blog.apptopia...er-should-know/
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Retention & Monetization
This chart shows the need for different marketing and monetization strategies tailored to game type. It shows, loosely, that women are more committed and men are more fickle with their game play. Based on this graph, we separate games into four categories. The categories are based on an analogy between game involvement and a relationship status. The categories range from ‘Playing’ to ‘Committed’ to show the time commitment and loyalty of their users.
“Playing”: These users try a lot of different games and play them for a short period of time. Most often, these players gravitate towards highly competitive games, such as player-v-player racing, card-battle, or shooter games. While these players do not commit to a game for very long, they tend to have a high willingness to pay in order to progress further in a game or increase their ability to compete at a high level versus other players.
Real Racing 3, a multiplayer car racing game, is an extremely successful example of an app targeted at the ‘Playing’ demographic. With millions of users, RR3 leverages in-app purchases consistently with in-game currency that is necessary to repair, upgrade and purchase cars. In order to beat their peers, players can spend actual money to purchase in-game currency, and get faster cars
These games need to be highly polished at launch with updates ready to go, as gamers will discard games quickly and move on. Publishers should offer immediate opportunities for users to advance by purchasing upgrades and boosts
“Going Steady”: These users are found in the lower right quadrant of the chart. Usage is less frequent, but the retention rate is very high. These games are not played as often as some, but their users are loyal and will eventually return to the app. These apps tend to be easy to learn[color=#008000][/color]as well as easy to return to, even after a lapse in playing. They include Brain/Quiz games, Arcade, and Endless/Runner games. These games can be play briefly, while in a “wait state,” (in line, on the bus, etc.). “Going Steady” games are not particularly immersive or competitive, and therefore are less suited to in-app purchases. However, games like Temple Run can generate significant impression over time, and can be designed to show banner or interstitial ads without being overly disruptive to the experience.
“Committed”: Committed users play games for the long haul. Games should be designed with deep content, and should not sell too hard early on. Commitment-oriented games have great potential for in-app purchases since users of these games are likely to value such purchases and build demand for them over long periods of gameplay. Makers of games like social turn-based games should leverage the staying power of their app to best monetize their user base. Pro Footballer is a simulator that lets you play in the live of a professional soccer player, on and off the pitch. Pro Footballer is a good example of a simulator app that leverages user commitment to gradually sell in-app purchases, while building up impressions for ad revenue. Pro Footballer iscurrently listed on Apptopia
“Infatuated”: Infatuated users binge on their game, and grow tired of it quickly. During the initial window of heavy usage, the developer needs to work hard to extract as much revenue as possible. That means providing lots of up-front content to the users. Slot machine and strategy games fall into this category. Matching monetization to game type, the competitive nature of strategy games and slots users’ incessant desire for in-game currency means that in-app purchase strategy is key. Sales, events, and purchase opportunities timed with key moments of emotional investment can drive significant profits for publishers. Plants vs. Zombies is one of the all-time most popular tower-defense strategy games, because it hooks users quickly, and drives them to make purchases early in game-play, before they can tire of the game
In order for app developers, marketers, and publishers to be successful on the marketplace, it is necessary to keep a careful eye on user behavior. When developing an app, it is often helpful to look at the most successful games in your intended category, and analyze how they monetize. More often than not, you can learn from their example. For more information on the state of the app marketplace, Apptopia can help. Take a second to read this review of our App Market Research services by our friends at RareWire!
This chart shows the need for different marketing and monetization strategies tailored to game type. It shows, loosely, that women are more committed and men are more fickle with their game play. Based on this graph, we separate games into four categories. The categories are based on an analogy between game involvement and a relationship status. The categories range from ‘Playing’ to ‘Committed’ to show the time commitment and loyalty of their users.
“Playing”: These users try a lot of different games and play them for a short period of time. Most often, these players gravitate towards highly competitive games, such as player-v-player racing, card-battle, or shooter games. While these players do not commit to a game for very long, they tend to have a high willingness to pay in order to progress further in a game or increase their ability to compete at a high level versus other players.
Real Racing 3, a multiplayer car racing game, is an extremely successful example of an app targeted at the ‘Playing’ demographic. With millions of users, RR3 leverages in-app purchases consistently with in-game currency that is necessary to repair, upgrade and purchase cars. In order to beat their peers, players can spend actual money to purchase in-game currency, and get faster cars
These games need to be highly polished at launch with updates ready to go, as gamers will discard games quickly and move on. Publishers should offer immediate opportunities for users to advance by purchasing upgrades and boosts
“Going Steady”: These users are found in the lower right quadrant of the chart. Usage is less frequent, but the retention rate is very high. These games are not played as often as some, but their users are loyal and will eventually return to the app. These apps tend to be easy to learn[color=#008000][/color]as well as easy to return to, even after a lapse in playing. They include Brain/Quiz games, Arcade, and Endless/Runner games. These games can be play briefly, while in a “wait state,” (in line, on the bus, etc.). “Going Steady” games are not particularly immersive or competitive, and therefore are less suited to in-app purchases. However, games like Temple Run can generate significant impression over time, and can be designed to show banner or interstitial ads without being overly disruptive to the experience.
“Committed”: Committed users play games for the long haul. Games should be designed with deep content, and should not sell too hard early on. Commitment-oriented games have great potential for in-app purchases since users of these games are likely to value such purchases and build demand for them over long periods of gameplay. Makers of games like social turn-based games should leverage the staying power of their app to best monetize their user base. Pro Footballer is a simulator that lets you play in the live of a professional soccer player, on and off the pitch. Pro Footballer is a good example of a simulator app that leverages user commitment to gradually sell in-app purchases, while building up impressions for ad revenue. Pro Footballer iscurrently listed on Apptopia
“Infatuated”: Infatuated users binge on their game, and grow tired of it quickly. During the initial window of heavy usage, the developer needs to work hard to extract as much revenue as possible. That means providing lots of up-front content to the users. Slot machine and strategy games fall into this category. Matching monetization to game type, the competitive nature of strategy games and slots users’ incessant desire for in-game currency means that in-app purchase strategy is key. Sales, events, and purchase opportunities timed with key moments of emotional investment can drive significant profits for publishers. Plants vs. Zombies is one of the all-time most popular tower-defense strategy games, because it hooks users quickly, and drives them to make purchases early in game-play, before they can tire of the game
In order for app developers, marketers, and publishers to be successful on the marketplace, it is necessary to keep a careful eye on user behavior. When developing an app, it is often helpful to look at the most successful games in your intended category, and analyze how they monetize. More often than not, you can learn from their example. For more information on the state of the app marketplace, Apptopia can help. Take a second to read this review of our App Market Research services by our friends at RareWire!
"Going Steady" is the most representative of MWO's audience IMHO. The High retention of existing players seems to be the theme, but they don't have a good "hook" to draw in and keep new players.
So many options for new player retention have been suggested before, free first mech being my favorite, I can't help but puzzle as to why they insist on not making changes to improve new player retention.
What they lack is "Rolling Retention", which is the percentage of users that return to the game 30 days after first use, or any day after that.
Edited by TLBFestus, 01 March 2016 - 01:00 PM.
