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Retain Your Customers by Letting Go: Fixing the Short Term Tactics that Threaten Player Loyalty [SOGS Business]
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Retain Your Customers by Letting Go: Fixing the Short Term Tactics that Threaten Player Loyalty [SOGS Business]
SPEAKER/S: Scott Rigby (Immersyve)
DAY / TIME / LOCATION: Tuesday 1:45- 2:45 Room 130, North Hall
TRACK / FORMAT: Social & Online Games Summit / Lecture
DESCRIPTION: The churn rate in social & online games is staggering. We often visualize churn as a bucket with holes in it, but in reality, the numbers dont even justify the existence of the bucket as players pour into one end and out the other. Research indicates that by focusing too much on driving short-term behavior, we actively harm long-term motivation to stay engaged. While we increasingly rely on behavioral metrics to make decisions, we often overlook motivational and psychological data that is critical to success over time. This talk reviews specific techniques for deepening meaningful motivation in the design of social and online games, as well as discussing strategies to collect quantitative motivational metrics alongside behavioral metrics to better gauge success. Multiple game examples/best practices are discussed, along with strategies for game design and testing.
TAKEAWAY: Attendees take-away valuable information and strategies that can be immediately applied on three levels (1) specific strategies for retention, validated by gamer data, to implement in game design, (2) examples of best-practices from existing games to clearly illustrate concepts, and (3) ideas and strategies for improving metrics to include motivational data alongside behavioral data.

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