Have you ever wondered why some games keep you coming back for more? The secret sauce is game retention. It’s the magic that keeps players engaged and eager to return.
In this guide, we’ll uncover the mysteries of game retention.
We’ll explore its importance and develop strategies that keep players glued to their screens.
TL;DR
Why does the retention rate matter?
Retention rate matters for 7 reasons:
- Retention makes growth much easier
- The more active your players, the better an experience for new and existing players
- It’s cheaper than always paying more to acquire new players
- Engaged players are more likely to spend more
- The more players play, the more they will refer the game to their friends
- You get more feedback from long-term players
- The community is easier to build
What’s a good retention rate?
There are differences across genres and regions but here are the numbers for platforms.
For mobile games:
- Day 1 retention: 35-40%
- Day 7 retention: 10-15%
- Day 30 retention: 5-10%
For PC and console games, expectations are often higher:
- Day 1 retention: 50-60% or more
- Day 7 retention: 20-30%
- Day 30 retention: 10-20%
Basic formula to calculate retention rate
Day N Retention Rate = (Number of users active on day N / Number of users who installed on day 0) x 100
12 strategies to increase retention rate
NB: Each strategy includes tips and a case study from a successful game.
- Optimize and simplify the onboarding
- Update content regularly
- Implement a rewarding progression system
- Foster a strong community
- Implement a fair and engaging monetization model
- Leverage A/B testing
- Implement engaging social features
- Craft compelling push notifications
- Win back lapsed players with events, items and content
- Nurture your VIPs: Retaining high-value players
- Embrace organic growth
- Get feedback from players
Why does retention rate matter? 6 benefits of a good retention rate.
Ever wonder why players quit games?
Here are some common reasons for player churn:
- Frustrating gameplay
- Lack of new content
- Poor onboarding experience
- Technical issues
- Overwhelming monetization
- Toxic, unmoderated communities
- Uncommunicative devs
These factors repel players.
But a good retention rate fights against this churn.
It’s like a superpower for video games.
Here’s why it’s so important:
- Growth on autopilot — High retention means players stick around, creating a stable player base.
- Cost-effective — It’s cheaper to keep existing players than to acquire new ones.
- Revenue boost — Engaged players are more likely to make in-game purchases and recommend the game.
- Word-of-mouth — Happy, retained players naturally recommend the game to friends and family.
- Valuable feedback — Long-term players provide insightful feedback for improvements.
- Community building — Retained players form communities, becoming the game’s biggest advocates.
User acquisition and retention are two sides of the same coin.
While attracting new players is crucial, keeping them engaged is the real secret sauce that drives a game’s long-term success.
Retention rate benchmarks: What are they telling us?
So, what’s a good retention rate for a game?
Well, it’s not one-size-fits-all. It varies based on genre, platform, and region. But let’s break it down:
For mobile games:
- Day 1 retention: 35-40% is considered good
- Day 7 retention: 10-15% is solid
- Day 30 retention: 5-10% is strong
For PC and console games, expectations are often higher:
- Day 1 retention: 50-60% or more
- Day 7 retention: 20-30%
- Day 30 retention: 10-20%
But remember, these are just benchmarks. Different genres have different norms:
- Casual games might see higher early retention but faster drop-off.
- Strategy games often have lower initial retention but stronger long-term players.
- RPGs typically aim for high long-term retention rates.
Platform differences matter too:
- Mobile games generally have lower retention than PC or console games
- Free-to-play games often have lower retention than paid games
Regional variations exist as well. Asian markets, for example, often show higher retention rates than Western markets.
The key? Know your specific market and set realistic goals. Don’t just chase numbers – focus on creating an engaging experience that keeps players coming back.
How to calculate retention rate & key metrics
To effectively improve player retention, it’s crucial to measure it accurately.
This section will explain how to calculate retention rates. It will also introduce key metrics to track player engagement.
The basic formula for calculating the Day N retention rate is:
Day N Retention Rate = (Number of users active on day N / Number of users who installed on day 0) x 100
For example, to calculate Day 7 retention:
- Take the number of users who were active on the 7th day after installing.
- Divide by the total number of users who installed the game on day 0.
- Multiply by 100 to get the percentage.
So if 1000 users installed on day 0, and 150 of them were active on day 7: Day 7 Retention = (150 / 1000) x 100 = 15%
Some other key metrics to know about:
- Daily Active Users (DAU) — The number of unique users who engage with your game each day.
- Monthly Active Users (MAU) — Unique users who engage with your game in a month.
- Churn Rate — The percentage of users who stop playing your game over a given period.
- Average Session Length — How long users typically play in one sitting.
- Sessions Per Day — How many times do users play your game daily?
- Time Between Sessions — How long do users wait before returning to your game?
- Stickiness (DAU/MAU) — Shows how frequently your monthly users play.
- Player Lifetime Value (LTV) — The total revenue you expect from a player over their entire time with your game.
- Cohort Analysis — Comparing retention rates of different user groups over time.
Remember, these metrics work best when analyzed together. They give you a comprehensive view of how well your game is retaining players.
Tools like Google Analytics, Firebase, or game-specific platforms can help you track these metrics. Use them to identify trends and areas for improvement in your retention strategy.
12 strategies to increase player retention
1. Optimize the onboarding
First impressions matter, especially in the gaming world. A clunky or confusing start can send players running for the hills, often within the first few hours of play.
A well-crafted onboarding experience can turn those potential quitters into loyal players.
Craft an effective onboarding with these elements:
- Intuitive tutorial — Create a step-by-step guide that introduces core mechanics gradually. Avoid overwhelming players with too much information at once.
- Interactive learning — Let players learn by doing. Incorporate tutorial elements into actual gameplay rather than relying solely on text instructions.
- Immediate rewards — Offer early wins and rewards to create positive reinforcement and motivate continued play.
- Clear objectives — Provide players with clear, achievable goals right from the start to give them direction and purpose.
- Minimize friction — Remove any steps or info that might frustrate new players and make them quit.
- Quick start option — For experienced gamers or returning players offer a way to skip or speed through the tutorial.
If done right, onboarding will engage users long-term. It will turn curious newcomers into dedicated fans.
Example: Clash Royale excels in onboarding. The game introduces core mechanics through a series of guided battles, each teaching a new concept. Players are rewarded frequently, and the tutorial seamlessly transitions into regular gameplay. This approach helped Clash Royale achieve high early retention rates and long-term player engagement.
2. Update content regularly
Players often lose interest in games that become stagnant or predictable.
Fresh content keeps players engaged and coming back for more. Regular updates can reignite interest and provide ongoing reasons for players to return to your game.
Here are some key aspects of effective content updates:
- Consistent schedule — Set and keep a regular release schedule to meet player expectations.
- Variety in updates — Mix big updates with smaller, frequent ones. This will keep players engaged.
- Balance changes — Regularly adjust the game balance to keep the meta fresh and encourage players to try new strategies.
- Teasers and announcements — Use in-game messages and social media to hype upcoming content.
- Retroactive content — Occasionally refresh older content to keep the game current.
- Cross-promotional content — Partner with other brands or games for special events or items.
The goal is not to add more content. It’s to enhance the player experience and give them reasons to return.
Example: Fortnite has mastered the art of regular content updates. The game features frequent updates, including weekly content additions, seasonal battle passes, limited-time game modes, and major map changes. This constant flow of new content has been crucial in maintaining Fortnite’s massive player base and cultural relevance over several years.
3. Implement a rewarding progression system
Players may lose interest if they don’t feel a sense of progress in the game. This can lead to less engagement and, eventually, churn.
A good progression system makes players feel accomplished. It gives them a purpose. This encourages them to engage with the game long-term.
Key parts of a good progression system:
- Clear goals — Set achievable targets for players.
- Diverse paths — Offer levels, skill trees, and upgrades to match player preferences.
- Frequent rewards — Give small rewards often to keep players motivated.
- Steady pace — Ensure progress feels manageable. Avoid abrupt changes in difficulty.
- Prestige options — Allow players to restart for extra benefits, extending gameplay.
- Visible progress — Use progress bars for tracking.
- Impactful unlocks — Make sure new levels offer real benefits or experiences.
- Short challenges — Add daily or weekly goals alongside long-term ones.
Remember, the goal is to create a sense of continuous growth and achievement that keeps players engaged over the long term.
Example: World of Warcraft (WoW) is renowned for its comprehensive and engaging progression system. The game offers multiple avenues for advancement, including character levels, gear progression, reputation systems, and achievement tracking. WoW’s endgame content, such as raids and mythic+ dungeons, provides ongoing challenges and rewards for max-level players. The game’s expansion model also periodically refreshes the progression system, giving long-time players new goals to pursue. This multi-layered approach to progression has been a key factor in WoW’s ability to maintain a large and dedicated player base for nearly two decades.
4. Foster a strong community
Players may feel isolated from the game. This can reduce engagement and increase churn.
A strong game community boosts player retention. It creates social bonds and a sense of belonging.
Key aspects of fostering a strong community:
- Forums and discussion platforms — are official spaces for players to discuss the game, share strategies, and connect.
- Regular community events — Host in-game events, tournaments, or challenges that bring players together.
- Community Manager engagement — Encourage and showcase player-made content, like fan art, guides, and videos.
- User-generated content — Encourage and showcase player-created content, such as fan art, guides, or videos.
- Social media presence — Keep active, engaging social media accounts to interact with players outside the game.
- Transparency and communication — Regularly update players on game news and plans. Use developer updates or newsletters.
- Recognition programs — Create systems to recognize and reward active community members and helpful players.
- Localization — Support multiple languages and local initiatives to include all players.
The goal is to build a vibrant, supportive community. It should enhance the game and keep players engaged beyond just the gameplay.
Example: Rocket League has built a thriving community that significantly contributes to player retention. The game features in-game chat, custom game modes for friends, and a robust esports scene. Psyonix actively engages with players on social media, regularly hosts community events and tournaments, and has fostered a culture of sharing impressive plays and goals. This strong community engagement has helped Rocket League maintain a dedicated player base years after its initial release.
5. Implement a fair and engaging monetization model
Poorly designed or aggressive monetization can frustrate players. This leads to lower engagement and higher churn rates.
A good monetization model can improve the player experience and make money. It helps keep players and sustain the business.
Key aspects of an effective monetization model:
- Value-driven purchases — Paid items or features must offer real value. They should enhance the player’s experience, not be needed to progress.
- Balanced free-to-play experience — For free-to-play games, keep non-paying players happy to keep them engaged.
- Battle pass systems — Implement season-based progression systems that offer both free and premium reward tracks.
- Transparent pricing — Clearly show the cost and content of all items for sale. This will build trust with players.
The goal is to create a fair, valuable monetization system. It should enhance, not detract from, the player experience. It should avoid causing frustration.
Example: Path of Exile uses a fair free-to-play model. All gameplay content is free, with monetization through cosmetic items and convenience features like extra storage. This approach avoids pay-to-win concerns while offering players ways to support the game. The model has contributed to high player retention and a dedicated community for over a decade.
6. Leverage A/B testing
Ever felt like you’re shooting in the dark when trying to improve your game’s retention? That’s where A/B testing comes in handy.
A/B testing, or split testing, helps you make decisions based on data. It boosts player retention by comparing two game elements to see which one works better.
Here’s how to use A/B testing to keep players in your game:
- Test onboarding — Compare tutorials to see which keeps players engaged.
- Experiment with UI/UX — Try different layouts, colors, and button placements to improve the experience.
- Adjust difficulty — Test various progressions to find the right challenge level.
- Optimize rewards — Compare reward types and frequencies to see what brings players back.
- Fine-tune pricing — Test different prices and offers to boost satisfaction and revenue.
For A/B testing, change only one element at a time. This helps you link any differences in retention to that specific change.
Example: Candy Crush Saga is a master of A/B testing. They constantly run tests on various game elements, from level difficulty to power-up effectiveness. One notable test involved the game’s ‘lives’ system. By experimenting with different regeneration times and maximum life counts, they found the optimal balance that kept players engaged without feeling overly restricted. This data-driven approach has helped Candy Crush maintain its position as one of the top-grossing mobile games for years.
A/B testing isn’t a one-time thing. It’s an ongoing process that can continually refine your game and improve retention over time. So keep testing, keep learning, and watch your retention rates soar!
7. Implement engaging social features
Ever felt lonely playing a game by yourself? That’s where social features come in to save the day!
Social features turn solo gaming into an interactive community. They tap into our need for connection, boosting player retention.
Here’s how social features can improve player retention:
- Friend systems — Allow players to add friends, share achievements, and compare progress.
- Guilds or clans — Create a sense of belonging and teamwork through group activities.
- Leaderboards — Spark friendly competition and give players a reason to keep improving.
- Chat functions — Enable real-time communication to foster community and strategizing.
- Cooperative gameplay — Encourage players to work together towards common goals.
- Social media integration — Make it easy for players to share their accomplishments and invite friends.
The key is to make these features optional but rewarding. Not everyone wants to be social all the time, but those who do should find it enriching and fun.
Example: Pokémon GO is a prime example of successful social features. The game encourages players to meet up in real life for raids, trade Pokémon, and compete for gym control. They’ve also implemented friend lists, gift exchanges, and special bonuses for playing together. These features have been crucial in maintaining a strong player base years after the initial hype, with many players citing the social aspect as a key reason they keep coming back.
8. Craft compelling push notifications
Ever felt that little spark of excitement when your phone buzzes with a game notification? That’s the power of well-crafted push notifications at work!
Push notifications can be both helpful and harmful. Used well, they boost player retention. However, too many can drive players away. The key is balance.
Here’s how to use push notifications effectively to improve game retention:
- Personalize messages — Tailor notifications based on player behavior and preferences.
- Time it right — Send notifications when players are most likely to engage, not when they’re busy.
- Offer value — Each notification should give players a compelling reason to open the game.
- Use scarcity and urgency — Limited-time events or offers can create FOMO (fear of missing out).
- Celebrate milestones — Congratulate players on achievements to boost their sense of progress.
- Re-engage inactive players — Reconnect with inactive players by highlighting what they’ve overlooked.
- Respect preferences — Always give players control over notification frequency and types.
The goal isn’t to bombard players with messages. It’s to deliver timely, relevant info that improves their gaming experience.
Example: Clash of Clans uses push notifications to drive retention. They send personalized alerts when a player’s village is under attack, when troops are ready, or when clan wars are about to start. These notifications create a sense of urgency and remind players of ongoing game activities. Supercell’s approach has helped maintain high engagement levels, with many players citing these timely alerts as a key factor in their continued play.
9. Win back lapsed players
Ever had a player slip away and wondered how to get them back? You’re not alone. Winning back lapsed players is a common challenge, but it’s also a huge opportunity for boosting retention.
Lapsed players are those who haven’t logged in for a while. They’ve already shown interest in your game, so bringing them back can be easier (and cheaper) than acquiring new players.
Here are some effective strategies to re-engage lapsed players:
- Comeback bonuses — Offer special rewards or resources for returning to the game.
- Catch-up mechanics — Help players quickly get back up to speed with the current game state.
- Personalized messages — Remind them of their past achievements and what’s new since they left.
- Limited-time events — Create FOMO with special events that encourage immediate return.
- Update highlights — Showcase new features, characters, or levels added since they last played.
- Simplified re-entry — Make it easy for players to jump back in without feeling overwhelmed.
- Nostalgia triggers — Remind them of the fun they had and the progress they made.
Remember, the key is to make returning to the game as attractive and friction-free as possible.
Example: Clash Royale has mastered the art of re-engaging lapsed players. They use a combination of “welcome back” challenges, free chests, and personalized offers to entice players to return. One particularly effective tactic is their “Season Reset” feature, which gives lapsed players a fresh start. These strategies have helped Clash Royale maintain a strong player base years after launch, with many returning players citing these re-engagement efforts as key motivators for their comeback.
10. Nurture your VIPs: Retaining high-value players
Have you heard that “20% of customers make 80% of revenue”? It’s true in gaming. High-value players are key. Keeping them engaged is vital.
These players, known as whales or VIPs, aren’t just big spenders. They’re also the most active and influential. Losing them can hurt your game’s success and community.
Here’s how to keep your VIPs hooked:
- Exclusive content — Offer special items, levels, or features only available to VIP players.
- Early access — Let them be the first to try new content or features.
- Personalized support — Provide dedicated customer service channels for quick issue resolution.
- Recognition — Showcase their achievements and contributions within the game community.
- VIP events — Host special in-game events or real-world meetups for your top players.
- Tailored challenges — Create content that matches their high skill level and keeps them engaged.
- Influence — Give them a voice in game development decisions through beta testing or feedback sessions.
High-value players seek more than perks. They want to feel valued and part of something special.
Example: Here’s how Clash of Clans retains high-value players. They introduced the “Legend League” for top players, offering unique rewards and a separate competitive ecosystem. They also host regular eSports tournaments with substantial prize pools, giving skilled players a platform to showcase their abilities. These strategies have helped Clash of Clans maintain a loyal base of high-value players who not only contribute significantly to revenue but also serve as role models and content creators for the broader player community.
11. Embrace organic growth
Player retention is a constant challenge for game developers. Many players seem to vanish quickly, leaving developers puzzled about why some stay while others disappear almost immediately.
Not all player acquisition methods are equal. Paid methods quickly increase player numbers. However, organic methods often lead to better retention. But why?
Here’s why organic acquisition is the retention champion:
- Higher intent — Organic players actively sought out your game, indicating genuine interest.
- Better fit — They likely found your game through relevant searches or recommendations, ensuring a good match.
- Lower expectations — Organic players aren’t lured by flashy ads, so they’re less likely to be disappointed.
- Cost-effective — No ongoing ad spend is needed to keep these players engaged.
- Word-of-mouth potential — Satisfied organic players are more likely to recommend your game to others.
- Long-term value — These players tend to stick around longer and have higher lifetime values.
By adopting strategies like App Store Optimization (ASO), building a community, and creating shareable content, you do more than just gain players. You build a community of engaged users. They’ll stick with your game, no matter what.
Example: Among Us is a prime example of the power of organic growth. The game was released in 2018 but exploded in popularity in 2020, largely through word-of-mouth and Twitch streamer exposure. This organic growth led to a massive, highly engaged player base that stuck around long after the initial surge. Among Us’ success shows that games that grow organically often enjoy better retention rates and more sustainable long-term success.
12. Get feedback from players
Game developers often struggle to harness players’ creativity and feedback. Without a good system for this, they might miss out on ideas. This can lead to less game improvement and lower player engagement.
Listening to players is key not just for good service, but also for keeping them around. When players feel heard and see their ideas used, they care more about the game’s success.
Here’s how to effectively collect and use player feedback to boost retention:
- Implement a feedback system — Use a tool like Feature Upvote to gather and prioritize player suggestions.
- Encourage participation — Prompt players to share ideas and vote on suggestions.
- Communicate openly — Keep players informed about which ideas are being considered or implemented.
- Act on feedback — Implement popular and feasible suggestions to show players their voice matters.
- Reward contributors — Recognize players whose ideas are implemented, perhaps with in-game perks.
- Close the loop — Let players know when their feedback has led to changes in the game.
Working with players goes beyond just bettering your game. It also creates a community that cares about your game’s success.
Example: How Hellcard’s developers conquered their years-long challenge of aggregating player feedback.
Polish indie game development studio Thing Trunk uses Feature Upvote to engage their community on player feedback, moderate discussions up to 50% faster and prioritise what players want—and ultimately make Hellcard a better game.
Read how Thing Trunk uses Feature Upvote to manage player feedback.
If you want more details on how to get and manage feedback more effectively, here are more in-depth articles: