Factors that contribute to mobile gamer lifecycle

Publishers today have to think beyond the ordinary to keep up with their competition. With millions of apps, there is uncertainty about their app success. So, why does this uncertainty lingers among app publishers? The answer is simple, after spending thousands on user acquisition in free to play (F2P) market; only 1 percent users prefer to spend their money. 

Most publishers depend upon in-app purchases and in-app advertising to monetize their application. The remedy to stabilize monetization depends upon user engagement, which eventually leads to higher impressions. In the last few years, it has become necessary for publishers to retain their users to capitalize on ad monetization and increase their eCPM.

As user retention is a linchpin to eCPM, it becomes necessary for the publisher to understand player lifecycle. What happens after the acquisition? The answer to this question can help solve many problems. One should look for ways in which he can not only retain and engage users but also make them purchase through their app. 

We have come up with five ways in which you can enhance your player lifecycle.

Easy onboarding and signup

As first impression can be your last impression, sign up is the first step for the user. Grievous onboarding may become the point where a user may turn away from the app. It is important to cut the tedious process of sign up into few effortless steps. Few information fields can be the best approach. Sign up through social media profiles looks like a common thing nowadays. The next step would be to have less interest-based questions; these questions can pop up on several other sessions, and the last one would be to have single verification step, which may include a phone number, email, etc.

Increase retention and engagement using push notification

Push notifications can retain and keep users engaged in the app. Information which is relevant to user’s interest can bring the user back to the app. Breaking news, discounts, coupons, live events are few examples. A publisher should scale the user data to understand their interests and use notifications to keep them engaged. Recently, a study reported that user retention was improved by 56% in the US and 35% in China with the help of notifications. So keeping this mind, a publisher should use notifications to lure users back to the app. A notification with user’s favorite topic may keep him engaged.

App personalization

App personalization is a way in which you can customize the user experience to their needs and interests. Customized themes, background wallpapers, relevant news feed, etc. are few examples. Localytics, a renowned research agency, in their recent report states that users look forward towards content that is tailored towards their personal preference, needs, and location in future apps. Keeping this in mind, a publisher should build updates that can customize the app for user’s need.

Reward to engage

Reward to engage is a common practice from last few years. A method to keep users engaged in the app and a revenue booster. Both publishers and advertisers prefer this method, as it boosts eCPM as well as return on ad spend (ROAS). It is not just the practice that plays the part, but also the execution. The important aspect is the time you play the ad and the reward for watching the ad. 

Timely updates

Updating the app at regular intervals can help engage and retain users. Displaying the same content, news feed, colors, etc. can be boring and may disengage users from the app. Publishers should come up with creative ideas, which will keep the users engaged in their app. 

Retaining the users and keeping them engaged is important. With the growing competition, it has become a necessity to come up with a strategy that helps publishers to retain users and increase their revenue. Overall, understanding and enhancing gamer lifecycle can contribute to a larger extent for the publisher.