Playstudios · The Win Zone
Retention
- Team
- PM, UI/UX, Eng, Econ, Live Ops
- Platform
- Web
Problem
We had a leaky retention bucket
Despite onboarding and purchase improvements, we were losing players at an alarming rate. Even our best players were only showing up 1-2 days a week.
Hypothesis
Players were missing a sense of progress, purpose, and delight.
Each day felt like the last, from daily rewards to sales and games. For players who play for excitement, the site's initial release lacked variable rewards, surprise, and delight.
Process
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01
Consolidate feedback
Analyze online reviews, player questionnaires, panel notes, and customer service feedback. Capture the spirit of the feedback but note any exceptional ideas.
-
02
Sync with internal teams
Capture their KRs for the next 2 quarters and data analysts' insights – note any metrics where product changes can have a direct impact.
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03
Competitive analysis
Examine how the competition overcame similar issues and produce a list of potential improvements
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04
Idea generation
Combine the learnings from above, layer in product goals, and secret sauce to create a list of feature improvements or one-page treatment for new systems
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05
WSJF and roadmap
Pitch one-pagers to the department heads and assign WSJF scores
Actions
- Convert the static daily bonus into a progressive system that rewards streaks. Integrate Braze triggers into the game for CRM outreach
- Integrate parent company’s VIP tiering system
- Create a player score system (think credit score based on player behavior) to mute or amplify earn rates.
- Award VIP points for gameplay; more points = greater perks
- Align system and bonuses with tier system
- Improve the visuals and communication layers for Live Ops shadow events
- Add mission system to drive in-game engagement
- Squash bugs
Screens
A closer look
