Free hand tour can not ignore the product 7th retention rate Analysis

Guide: In the free gaming market, many companies are concerned about the first day of product retention. In general, the first-day retention rate of 50% is very good data-most of the first day of the game retention rate is about 20–30%.
In the free gaming market, many companies are concerned about the first-day retention rates for products. In general, the first-day retention rate of 50% is very good data-most of the first day of the game retention rate is about 20–30%. The first day retention rate is very important, but at the same time, game companies can not ignore the product 7th retention rate analysis.

At deltaDNA, we randomly selected 100 games using the platform as samples and evaluated their first and 7th data. We found that the 7th retention rate for free games is as important as the first-day retention rate. There are 3 main reasons for this conclusion.

First, the game after the 7th paid players more than the number of paid players on the day.

In the free mobile game of deltaDNA statistics, the total percentage of paid players is about 1%, that is to say, an average of 1 people per 100 players pay. But about 50% players chose to leave the game once and for all, which means that these fast-losing players don't like a game, and the possibility of paying for it is almost non-existent.

Assuming players are willing to return to the game after 7 days, they are far more likely to be paid users than players who play only one game for 1-2 days.

deltaDNA platform statistics found that 2% of the first day players will eventually spend money for the game, and in the 7th days of the game, 10% of the players will become paid users. In a nutshell, if a game's first-day retention rate increases by 10%, the number of paid subscribers will increase by 0.2%, but if we can increase its retention rate of 7th by 10%, the number of paid subscribers will rise by 1%.

Second, late time paid players more valuable.

In general, players who pay for the game later will be able to contribute more to the developer than the player who pays for the first game. The reason is simple, the first to open the game to spend money players have not fully understood the game mechanism, they may feel that they are "cheated", and no longer pay.

In the free mobile gaming market, single user acquisition costs (CPI) has more than 1 U.S. dollars, if the pay player ratio of only 1%, means that each pay player needs to spend 100 dollars for the game, it will be possible to achieve fiscal balance. You can't expect players to spend up to 100 dollars a single time, but if the player is spending more than once, it's reasonable to have a cumulative consumption amount.

or let the data speak: We found that the average user lifetime value (LTV) was 20 dollars for all the first-day-paid players, and their total pay was 3 times. The 7th-day paid player's user lifetime value (LTV) reached 30 U.S. dollars, the total paid 5 times.

Data comparison: 7th Day players are more valuable

This is the second reason game companies need to focus on the 7th retention rate for their products.

Third, first-day retention rates measure the initial user experience (FuTe), 7th retention rates measure overall game fun.

The first-day retention rate of the game can be used to assess its first user experience (experience), which is how appealing it is to the user, how it looks and how it plays to the player. The 7th retention rate can be used to measure whether a player enjoys a game.

FuTe is important, but the game must have an immersive core play cycle to be able to keep players. If a user downloads a free game for 7 days and is willing to continue playing, that means they are through the initial experience phase and into the core cycle of the game.

It's not hard to understand that players who are still on the 7th day are more likely to spend money on the game. FuTe helps increase the first-day retention rate, but in order to increase player immersion and monetization of the product, developers still need to make more fuss over the core cycle to improve the game's 7th retention rate.