Increasing Retention

Writing notes helps me think more clearly. I share them in case someone spots a gap in my thinking.

Retention is one of the important metrics in F2P mobile games because it shows if people enjoy your game enough to come back and play again. Getting downloads is easy, but if players leave, the game cannot grow. When players stay, they spend more time, build habits, and are more likely to pay (i.e. Engagement > Retention > Monetisation).

D1 Retention : The Make or Break Moment

D1 retention is the % of users who return to play your game the day after the install. This metric is fundamentally about onboarding success and core gameplay appeal. If D1 retention is broken, no amount of later optimization will save your game.

The 10 Minute Rule

Research shows that users who play for 10 minutes or more during their first session have significantly higher D1 retention rates. This creates a clear objective: get players engaged for at least 10 minutes on their first play.

Strategies to improve D1

  1. Faster Access: Reduce build size so users can download quickly.
  2. Quick Start: Push players into gameplay as soon as possible, with enough content for them to enjoy.
  3. Engaging Gameplay: Ensure the first session lasts at least 10 minutes. The longer they play on Day 0, the higher the chance they will return.
  4. Early Gratification: Give users a moment of delight in the first session (a win, a reward, or progression).
  5. Remind Them: Use push notifications to nudge users back the next day.

D7 Retention: Performance of Core Loop

D7 retention shows if the core loop is still engaging and if players find reasons to return a few times within the first week.

Strategies to improve D7

  1. Core Loop: Improve pacing, animations, and sound to make repeat play enjoyable.
  2. Missions: Add daily missions and quests that give clear objectives.
  3. Login Rewards: Give login bonuses so that users always have enough to play.
  4. First Time Purchase: 90% of purchasers make their first purchase within the first week. And, payers have higher retention since they feel invested. So, design offers to increase first-time purchase conversion.
  5. Events: Run regular events to give them short-term objectives like collecting items, reaching milestones, etc.

D30 Retention: Depth in Progression and Meta Layers

D30 retention highlights whether your progression systems, economy, and meta features are strong enough to keep players engaged. This is when players explore beyond the core loop and expect depth.

Strategies to improve D30

  1. Progression: Add XP levels, leagues, and long-term goals that keep players motivated.
  2. Balanced Economy: Ensure fair sources and sinks so that spending feels rewarding.
  3. LiveOps Events: Run regular events, collectibles, or album systems to bring freshness and drive collection behavior.
  4. Social Layers: Encourage competition or cooperation through leagues, leaderboards, or guilds.

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