Providing services according to user type
Fans of popular game titles tend to divide themselves into different groups and empathize with similar players. An avid gamer can identify two to three user types without trying too hard. There is no question that users exhibit different traits and tendencies in their gameplay.
Games, which provide a space free of physical barriers, attract all kinds of users from all walks of life. Even users who play the same game will have different desires and find different elements appealing. If you have a single approach to user management, you will only be able to satisfy a minority of users.
Customizing services according to user traits will provide more users with satisfactory gaming experiences. In other words, you should cater your services to meet different needs.
User types based on traits
How can you determine user traits? The answer lies in behavioral analysis, that is, the analysis of gameplay patterns. Here are a few examples of user types.
Type 1. PvP from the start
User A is competing with other players in PvP matches from the start despite his lack of skills. How would you characterize such users? They are likely to be competitive, possibly playing in the hopes of joining the list of high-ranking players. Their churn rate can be lowered by suggesting strategies and items that raise their chance of winning PvP matches.
Type 2. Explosive growth
These users quickly move on to higher levels, and show improvements in play patterns. They appear to be thoroughly enjoying the game while making efficient choices. However, these users have a high chance of churning if they face obstacles because they are unable to invest more time and effort. Their retention rate can be improved by giving them tips on acquiring virtual money to ensure continuous growth even in a short period.
Type 3. Perfectionist
There are some users who diligently collect virtual money and items without using them. They are likely to be perfectionists, and may end up leaving the game if they are pressurized to make decisions. User growth can be encouraged by providing information on how players in more advanced stages have used money or items, or giving them quests to learn how to wisely spend money.
Type 4. Collectors of fashion items
These users spend significant time and resources on collecting fashion items to make their characters visually appealing. For these users, it is important to customize the game visuals so that they can create a unique avatar. Playing the game may simply be a means to obtain visual items. These users can be motivated to keep playing by introducing new fashion items, leading to more in-app purchases.
* Many processes have been omitted to help your understanding. TentuPlay has applied theories from behavior economics to develop user tendency models, which have been validated through various statistical tests.
Improving retention through user-customized services
What would have happened if you provided tips for faster level-ups to all users regardless of their play patterns? You would have lowered the churn rate for those classified as “explosive growth” users, but not PvP-focused users and fashion item collectors. What if you promoted fashionable items unrelated to skill strengthening? Your messages would have been well-received by fashion item collectors, but regarded as spam by most others.
You can improve the efficiency of game operations and your chance of success by providing customized services according to user traits. Customized services will address the key issues faced by each user type, and eliminate factors causing users to leave. Conversion rates can also be improved by recommending items and presenting persuasive evidence for purchases, like money or items needed to proceed to the next level or to win a PvP match.
Even if you have successfully attracted users, it is useless if they quickly leave the game. Raise your retention rate by customizing services according to user traits.