Retention KPIs

Retention is the most important KPI in free-to-play mobile games. It is a measure of how many players are returning to the game after installing it.

Given the option, who would you prefer, a user who pays $100 once and never comes back or a user who pays $10 every week for 365 days? Obviously, you would prefer the latter. Similarly, to run a successful game, you would need users who can play and pay for a longer time.

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