Metrics of love: how to measure loyalty

What the talk is about

Vasily Sabirov explains how to measure player loyalty when no single universal metric exists. A loyal user stays, pays, invites friends and gives feedback, so he suggests building on retention (classic and rolling), virality and monetization. He shows what retention depends on: traffic mix, platform, genre and the project's life stage. He also covers how it feeds into LTV. To raise loyalty he recommends optimizing the first session, keeping goals clear on screen, tuning the difficulty to what players expect, and building trigger–action–variable reward–investment loops. For individual levels he mentions the ratio of successful to failed attempts and a "near-win" factor, and he also discusses NPS surveys. Useful for game designers, producers and analysts working on free-to-play games.