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If there’s one factor we’ve discovered for the reason that begin of the pandemic is that customers have developed a big urge for food for cell gaming. The final 14 months have been eventful for each the cell gaming business and the world at massive. The lockdowns resulted in cell customers leaping on the gaming bandwagon, with hypercasual and informal titles reaping many of the rewards. Time spent in-app skyrocketed and so naturally, builders regarded to capitalize on this by deploying their greatest retention methods to maintain customers engaged and wanting extra. 


Retention charges between Android vs. iOS have recovered for the reason that pandemic with the highest Android hypercasual video games Day 7 retention hovering round 16% and the highest iOS hypercasual video games Day 7 retention hovering round 18.5%.  With this in thoughts, it’s vital to know how advert codecs, too, can play a component in participant retention. Playable advertisements, for example, see a a lot larger retention price than among the extra conventional advert codecs. That is seemingly because of the skill to trace in-ad conduct on Android and leverage A/B testing for higher engagement and conversion. Playable advertisements function a gateway to the sport the place different advert codecs can’t. Taking part in a extremely participating snippet of the sport reduces Day 0 and Day 1 retention dramatically and in the end helps advertisers maximize their restricted advertising and marketing budgets. 

Don’t cease testing

For apparent causes, A/B testing goes to be a part of any technique seeking to maximize in-game advert income. That is much more vital throughout your Day 1 – 7 retention technique as that’s the place nearly all of hypercasual players fall. Right here, builders should be cautious on how they method their monetization technique. 

Day 1 retention charges have a big impression on hyper-casual sport monetization. First impressions matter and using interactive advert codecs right here have a tendency to supply a greater consumer expertise, which performs a vital position in retaining customers early on. Within the US, Day 1 retention charges for video games that make the most of playable or video advertisements is 5% – 9% in comparison with Japan, South Korea and Southeast Asia the place video games with playable advertisements is 10% – 13% larger than that of frequent video advertisements. Merely put, playable advertisements assist to maintain the consumer engaged and are seen as extraordinarily accessible to the informal gamer. 

Playable advertisements additionally function a useful device in shortening sport tutorials. Customers are sometimes scared off if the in-game tutorial presents an excessive amount of textual content or is just too lengthy. Playables give the consumer the power to get a really feel for the sport mechanics and work together with out being intrusive. 

Lengthy-term engagement methods

When you handle to interact customers previous Day 7, that is the place you’ll see a big portion of a developer’s income. Engagement from Day 7 – Day 30 is the place sport loyalty is developed and usually means your gaming expertise is hitting the mark. You will need to maintain these customers glad whereas persevering with to monetize and that is the place strategic advert placement may be key to long-term success. 

Creating loyalty with these consumer cohorts may be as straightforward as deploying rewarded video. A Rewarded video provides an incentive to the consumer and by figuring out the place customers drop off, this could be a highly effective retention technique to leverage. So highly effective, the truth is, that it’s frequent for builders to be requested by gamers to reintroduce rewarded video advertisements. It’s this form of response, which highlights how invaluable rewarded video advertisements are. Loyal gamers view them positively and are a part of a course of that makes video games extra fulfilling to play.

Search for new, modern advert codecs

The cell gaming market develops at an unbelievable velocity and builders are always in search of new, modern codecs that seize customers’ consideration. And though rewarded video continues to see outcomes, it has been round for fairly a while. This has led to advertisers being launched to vital upgrades to video content material via 3D creatives. Unreal Engine 4, for instance, has revolutionized the velocity at which high-quality video content material may be created and iterated upon. The latter being extraordinarily vital as granular information from the video helps advertisers considerably enhance their A/B testing pool. Unreal Engine 4 advertisements have turn into extra commonplace in international locations resembling Japan, South Korea, and China the place customers are hip to classy role-playing video games and MMORPG’s. These video games present lengthy session size and developed plots with a excessive diploma of storytelling. Unreal Engine 4 advertisements have been effectively suited to storytelling given their consideration to element and talent to match the standard of the particular gameplay. 


Discovering the best format and utilizing the best creatives on the proper time can do wonders for retention charges in 2021 and past. With playable advertisements exhibiting higher outcomes throughout the board, they are often the important thing to robust retention charges because the world slowly goes again to some model of “regular”. Discovering new or higher methods to maintain gamers engaged has the potential to resolve which builders will proceed their success in a post-COVID world. There may be at all times nuance within the cell gaming market, particularly because the business develops and grows. Every style is healthier suited to particular advert codecs and placements and greatest matching them usually comes right down to your understanding of the market and area you’re specializing in. 

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