LiveOps: User Reactivation — Current Practices

What the talk is about

Alexander Shtachenko talks about user reactivation as part of LiveOps: bringing back players who have already left through CRM channels (email, push, messenger), paid social networks and programmatic networks. He names four basics: reactivation is much cheaper than buying a new user; it needs a simple activity with a gift waiting on return; targeting must be precise, first of all lapsed payers, with the segment topped up by non-payers close to purchasing if it is too small; and creatives should be personalised, for example around a player's favourite slot. He also explains how to measure payback: reactivation spend is added to the cohort's costs and ROI is recalculated. Useful for producers and LiveOps and marketing managers who want to launch reactivation in their project.