Free Player Retention Guide Get Now
Making mobile games is hard; it can be tough to know what features to improve, what elements of the game keep players coming back, and what improvements to make to increase player retention. This is where player drop-off analysis is crucial for mobile game developers.
Game developers can better understand their game and potential improvements by analyzing exactly where players drop off from playing. This helps developers make better decisions based on data that will help their game do better
For example, are players quitting after failing repeatedly or before finishing the tutorial? Really understanding these patterns means developers can refine their games to produce the best experience possible.
This leads to more players staying, fewer quitting, and increased customer lifetime value, generating more revenue for the game.
Player drop-off means a player stops playing the game. This could be anything from quitting after a certain number of games to quitting the game mid-session, even when they encounter an ad. Drop-off differs from player churn rate as drop-off rate refers to any player who leaves the game even if they take a short break and come back to it, while churn rate is specifically for those who have left the game for good.
A low player drop-off rate is crucial for the success of games first because, generally speaking, a low drop-off rate will lead to a higher retention rate. If the drop-off rate is high across multiple game mechanics, then it’s a likely indication that players will eventually stop playing altogether.
Also, a high drop-off rate makes it harder for developers to keep players coming back. If the number of players who stay on the app for multiple games is low, then it can be difficult for multiplayer features to work properly. So, more players will quit, and fewer will stay. This can make it hard for developers to build a sustainable core player base.
A high drop-off rate can also be particularly damaging for games that rely on in-app purchases (IAPS) and ways to make money from the game. It can seem obvious, but if players drop off before even seeing chances to spend money in the game, the revenue generation potential will decrease.
Moreover, to be willing to make IAPS, players need to be invested in the game. If drop-off points are frequent and players never feel truly engaged, they are much less likely to engage with monetization touchpoints.
Similarly, if many players quit early, they won’t see ads, so the game makes less money
Finally, a high drop rate can also lead to wasted organizational resources. Every game will have a user acquisition cost, or how much it costs to get new players through ads. This acquisition cost goes to waste if drop-off rates are high, especially among newer users.
This gets worse when fewer people play the game often will not spread via word of mouth and likely not receive many ratings on app marketplaces. Consequently, game companies must rely on paid marketing strategies, increasing customer acquisition costs.
Drop-off rates can show how well mobile games are doing, so developers should track a few key contexts to learn more about their games' performance.
When players stop playing can tell you a lot into how users experience a game. If many players stop playing on the first day, the game's intro might be boring, confusing, or hard to use. They may not see enough value to keep playing.
If players drop off within the first week, they may find the core gameplay engaging, but they may find that content is repetitive or frustrating due to difficulty spikes as the game progresses.
Furthermore, if player drop-off happens after 30 days, it’s possible that players are becoming fatigued from content over the long term, or the game may be lacking in retention-boosting mechanics such as competitive leaderboards or rewards, which reduces user retention.
Player session length, or the time in-game once they leave an app, can provide insight into potential issues.
For example, suppose players drop off after a short amount of time spent in the app. In that case, it’s likely that they either don’t find core gameplay mechanics engaging or maybe even become frustrated by difficult levels, causing them to quit quickly.
Session frequency refers to the number of log-ins a player will have per day, and a higher frequency will suggest that players are consistently engaging with the game. In comparison, a lower frequency will suggest the opposite, as players aren’t feeling compelled to return.
Additionally, a low session frequency suggests that a game may be missing a core gameplay loop, which entices players to return to the game. For example, Clash of Clans has a collection mechanic that refills with resources over time, enticing players to go back to the game to collect new resources.
Another key aspect of analyzing drop-off rates is actually where it’s common for users to disengage. If a particular level sees drop-off rates spike, it may indicate that the difficulty level is too high at this point in the game.
Similarly, it’s worth tracking how players interact with monetization options, as this can indicate whether a game’s monetization features are optimized to enhance player experience or simply seen as intrusive. If players drop off after ads, then the ads may be too intrusive.
Alternatively, if players drop off after viewing monetization options or marketplace screens, they may believe pricing is too high, or the options simply don’t provide them with enough value.
A player’s first experience with a mobile game is crucial in determining whether they will keep playing or drop off entirely. So, a good first impression is essential to keep drop-off and retention rates low, as they are at their highest when users first begin playing a game.
Starting the game should be easy for new players, and players should experience the game's key mechanics without overwhelming and confusing them. However, it should also balance being informative without being overly long and boring, as this can lead to players quickly quitting the game.
Interactive tutorials that teach players the controls and power-ups as they play will engage players while familiarizing them with progression systems.
Early rewards for completing the tutorial, such as in-game currency and cosmetic upgrades, can help provide an incentive to complete the tutorial and introduce the value they receive if they engage with In-App-Purchases.
However, it is also worth giving users the option to skip tutorials, as if players feel like they have to complete a tutorial they don’t want to, they’ll become frustrated and likely quit the game.
Clash Royale, which generates over $4 billion in revenue yearly, is notable for its effective onboarding sequence. Clash Royale’s onboarding is split into five separate tutorials, gradually introducing game mechanics that get increasingly complex without being too intrusive.
The game's competitive balance or overall difficulty will also have a key influence on player drop-off rates. Too easy, and it’s likely players will quickly become bored by the lack of challenge; however, if it’s too difficult, or players feel like they have to pay to get through levels, then it is also likely they will quit the game.
Adaptive AI systems such as Sonamine dynamically adjust a game's difficulty based on player performance, analyzing factors such as win/loss ratio, reaction time, and accuracy to ensure a balanced and engaging experience. Rather than applying a static difficulty curve, these systems adapt in real-time, making gameplay challenging yet fair.
As players improve and user behavior changes, progressive scaling enhances this experience by gradually increasing enemy strength, puzzle complexity, or AI aggressiveness. This helps keep the game fun without making it too hard for new players or boring experienced players.
Additionally, some games implement personalized challenge options, allowing players to choose difficulty modifiers that suit their playstyle. These optional adjustments, such as hardcore modes or assist features, help tailor the experience without disrupting the overall game balance.
Free-to-play mobile shooter Call of Duty Mobile tailors its difficulty through a ranking system that allows for skill-based matchmaking to take place.
While monetization is essential for any free-to-play game, it can drive players away if it is done poorly. Forced purchases, such as paywalls or pay-to-win mechanics, can cause frustration and alienate players. Similarly, if players face unskippable or frequent ads, this can push them away from continuing to play. Too many problems can frustrate players, as if progression is unnaturally slowed to force purchases, making players feel like the game is stacked against them and causing them to quit.
Monetization features should enhance the player experience instead of acting as a hindrance that players have to overcome. Rewarded ads give players special prizes if they watch a short video or ad, incentivizing players to engage with monetization options rather than seeing them as frustrating.
Analyzing data to identify when it is common for players to disengage or who have already dropped off and changing the game based on what the player is doing can also help reduce drop-offs. There are various game user retention strategies possible.
For example, if a day 7+ player has played a single level multiple times without progressing and then leaves the app. Then, personalized notifications and offers, with discounted or even free power-ups, may help them beat the level and keep them progressing.
The free-to-play puzzle game Wordscapes is notable for its use of personalized notifications for users stuck on specific levels, offering context-specific solutions to its sudoku problems and providing a better gaming experience.
Player drop-off rate is one of the most important metrics for free-to-play mobile games; a high drop-off rate can make it almost impossible to build a successful game. However, there are things you can do to help lower it.
If you want to optimize your mobile game and lower drop-off rates, please contact us.
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For a limited time until Mar 2025, Sonamine is offering a 60 day money back guarantee to Braze customers. Come experience the ease and simplicity of the First Time Spender Nudge package and watch your conversions soar.
