Study: Social networks increase Gamers' Retention in the game
Social media can become one of the best free tools for attracting and retaining players in a mobile title. This is stated in a joint study by Sega and the social promotion service GetSocial.
Analysts have studied the audience of the Sonic Forces: Speed Battle runner for iOS and Android. It turned out that gamers attracted through social networks return to the game 43% more often, and their gaming sessions last 87% longer than that of a regular player.
The WhatsApp messenger turned out to be the most effective platform for acquiring users in Sonic Forces: Speed Battle. Through it, we managed to attract 18.8 thousand (47%) of the 40 thousand players received through free channels.
The study also drew attention to the behavior of “viral whales” — players who prompted another 5 or more people to install the game.
The results showed that these “viral whales” sent an average of 109 times more invitations to each of their friends than players with normal social activity.
This makes their “viral whales” 10 times more valuable than the average players in attracting new users.
The study also showed that players who got into the game by invitation in social networks themselves send such invitations three times more often than average users.
Mobile game promotion via social networks, Sega & GetSocialAlso on the topic:
