Retention testing is a crucial phase in the soft launch process of a game. It allows developers to understand how well their game engages players, ensuring that the game retains its audience over time. This article outlines key steps and strategies for effectively testing and improving game retention during a soft launch.
If you need help building and running a retention test, reach out to us today!
Why Retention Testing is Critical
Before you can model monetization and profitability, your game must demonstrate its ability to keep players engaged. Retention testing not only evaluates your game’s core mechanics but also identifies areas where players might lose interest or encounter obstacles. By analyzing retention trends, developers can refine their game to optimize long-term player satisfaction and profitability.
Key Steps for a Successful Retention Test
Use Early Retention Metrics to Project Long-Term Trends
Focus on player behavior during the first seven days (D1 to D7) as a baseline to model longer retention trends (e.g., D30 retention). While it’s impractical to wait a full month for results, early retention signals can help you estimate how well your game will perform over time.
- How to Use the Data: Compare early retention data with benchmarks from similar games in your genre to project retention curves. Experienced growth marketing agencies, such as Upptic, can assist by providing these benchmarks, offering a clearer picture of long-term retention.
- Action Point: High retention in early stages often indicates readiness for monetization strategies like in-game ads.
Ensure Clean Data Telemetry
Clear and accurate data telemetry is essential for tracking user behavior and identifying points of friction in your game’s funnel. Analyze how players progress through key stages, from onboarding to advanced gameplay, and pinpoint areas where they drop off.
- Examples of Common Issues:
- High Drop-Off at Login Screens: If many players abandon the game at the login stage, consider moving this requirement later in the onboarding process.
- Overlong Onboarding Experiences: A lengthy introduction may deter players from continuing. Test shorter onboarding flows, but ensure they still adequately educate players about the gameplay.
- Action Point: Monitor changes in retention when adjusting these elements to avoid creating new issues.
Gather Qualitative Feedback and Play the Game
Developers and their teams should be the first to test their game. Regularly playing your game during critical development phases can help uncover retention issues that might not be apparent from data alone.
- Include External Feedback: Invite community members, especially those outside the development team, to provide unbiased insights into the game’s engagement and retention factors.
- Action Point: Encourage your team to play the game thoroughly after every significant update. A fresh perspective can often reveal simple yet impactful solutions.
Measuring Success in Retention Testing
Retention testing is not just about gathering data but also about acting on insights. Use the following checklist to ensure you’re covering all bases:
- Are retention metrics improving after adjustments?
- Is the user experience smoother and more intuitive?
- Are players progressing through the game as intended?
- Have critical issues been addressed before scaling the audience?
Key Takeaways
Retention testing is an iterative process that combines quantitative analysis with qualitative insights. By projecting retention trends, ensuring data accuracy, and directly engaging with the game, developers can refine their product for better player retention and long-term success.
Start small, gather actionable feedback, and work with experts if needed to benchmark your game against competitors. A robust retention phase lays the foundation for successful monetization strategies, making it a pivotal step in your game’s soft launch.
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