Evolution of Return Mechanics
Alex Shtachenko
- Hall:
- Iron Hall (Mix Track)
What the talk is about
Alex Shtachenko talks about how player-retention mechanics have evolved in mobile games. As user acquisition gets more expensive, players must stay longer for the investment to pay back. He describes three steps. First, a simple one-click daily bonus is replaced by a mini-game such as a wheel of fortune, which gives players a sense of control while the studio keeps reward size and return frequency in check. Next, several mini-games are built and rotated according to the player's lifetime. Finally, some mechanics become premium: a paid version replaces a free one, and the next free one takes its place. The approach comes from social casino games but, he says, suits any genre with a long product life. He also advises judging the effect of new mechanics through analytics of the spending mix. Useful for game designers, producers and product managers of mobile games.