The annual Spring Festival is approaching, which is a double test time for game companies. On the one hand, the Spring Festival is the most active period for users, and game companies will launch a large number of red envelopes and activities to attract users. On the other hand, after the Spring Festival, player churn will also usher in a peak. In the face of this fast-paced user fluctuation cycle, how can game companies prepare for user churn after the Spring Festival in advance?
In the quiet office of the game company, Xiao Wang, the product manager, looked out the window at the hustle and bustle of the city, thinking about the final preparations for the Spring Festival event. Xiao Liu, the operator on the side, saw his thoughtful appearance and accosted him: "Xiao Wang, are you thinking about the Spring Festival activities?" I think it's all well prepared, the red envelopes and tasks are very rich, and the user experience should be good. ”
Xiao Wang turned his head, frowned and said, "Yes, I think the Spring Festival event is almost over." I'm just worried that after the Spring Festival, the loss of users will be particularly serious. After the Spring Festival last year, our user retention dropped by 15%, almost missing the company's goal. ”
Xiao Liu also became a little worried after hearing this: "What you said makes sense, I remember that we were all in a hurry in March last year, and the store activities were pushed so closely, and the effect was not too obvious." ”
Xiao Wang nodded, then took out his mobile phone and said: "I saw an industry analysis report a few days ago, saying that the loss of users after the Spring Festival is probably due to the following reasons: first, players play more during the Spring Festival, overconsume game content, and get tired after the Spring Festival; Second, after the Spring Festival holiday, players need to work or go to school, and the game time will naturally decrease; Third, after the Spring Festival atmosphere, the appeal of the game has decreased significantly. ”
When Xiao Liu heard this, he also fell into contemplation: "According to this analysis, the loss of users after the Spring Festival seems to be inevitable, and we must take measures to preemptively do it." ”
Xiao Wang said: "Yes, we can start from two levels: first, do a good job of data and predictors modeling in advance, ** user churn risk; Second, design targeted reflow activities to improve user stickiness. ”
Speaking of which, Xiao Wang opened his laptop and shared a document with Xiao Liu, which contained the user rehoming activity plan he designed.
The scenario begins with an introduction to the importance of modeling. Before the Chinese New Year, you can collect user data to determine which users are at higher risk of churn, such as those who play for too long and spend too much during the Spring Festival. The model is trained to monitor changes in user behavior data and find users at risk of churn.
Then, personalized repatriation coupons can be issued after the Spring Festival, and high-risk users can be given high discounts; Give small discounts to low-risk users. At the same time, it can accurately push new content or new versions that users are interested in.
In addition to commercial means, it is also necessary to focus on satisfying the emotional needs of users. You can design a "go home and see" theme activity to create a Spring Festival atmosphere and drive users to open the game again; Organize online and offline gatherings to enhance users' social stickiness.
Finally, the plan proposes to establish a return reward mechanism to encourage users to continue to check in every day to develop long-term player habits. At the same time, it is necessary to monitor changes in user data and optimize the activity plan in a timely manner.
After listening to this, Xiao Liu nodded again and again: "This plan has a clear idea, it seems that you have done a lot of preparations." In particular, the idea of modeling the risk of churn can indeed catch key users in advance. ”
Xiao Wang smiled and said: "This time, we need to start from the root cause of user churn, rather than relying too much on commercial means. Only by truly meeting the needs of users can we create long-term stickiness. ”
Just when the two were discussing hotly, the department head came over and said to the two with a smile: "Seeing that you are chatting so devotedly, you are discussing user retention after the Spring Festival, right?" We must attach great importance to this issue and plan countermeasures in advance. Remember to sort out the ideas you talked about, and let's make a systematic reshoring plan. ”
Xiao Wang and Xiao Liu nodded respectfully, with excited smiles on their faces. They understand that only by keeping their finger on the pulse of user needs can they stay on their feet in this rapidly changing era of gaming. And they are about to usher in more fulfilling challenges in their careers!