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Mastering Retention Podcast

Ep.83: Reasons to play & Reasons to Pay

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https://www.youtube.com/watch?v=OORmt36mGJw
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🎙️ Mastering Retention Podcast: The Power of Copywriting and LiveOps with Itamar Cohen
Host: Tom Hammond, Co-founder of UserWise
Guest: Itamar Cohen, CEO and Co-founder of GameBoost
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Introduction

👋 About Itamar Cohen:
CEO and Co-founder of GameBoost, a company specializing in monetization strategy, copywriting, and LiveOps design.
Background in advertising and creative direction before transitioning into the gaming industry.
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Journey into Gaming

🎮 From Advertising to Gaming:
Started as a copywriter and creative director in an ad agency.
Noticed the shift towards digital and measurable advertising around 2009-2010.
A friend invited him to join a startup gaming studio as a marketing manager.
Despite initial challenges, this experience ignited his passion for the gaming industry.
🚀 Founding GameBoost:
Began freelancing for Playtika, focusing on copywriting and storytelling within games.
Recognized the need for creative and effective copywriting in gaming, beyond simple call-to-action buttons.
Expanded services to include designers and additional copywriters, eventually leading to the formation of GameBoost.
The company grew organically to a team of 60 people, offering a range of services from product consultation to executing LiveOps strategies.
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The Role of Copywriting in Gaming

📝 Importance of Effective Copywriting:
Copywriting in gaming goes beyond writing text; it's about crafting compelling narratives and user experiences.
Effective copy can significantly impact player engagement and monetization.
Example: Testing two different offer messages resulted in a 15-16% increase in performance when the incentive was clearly articulated.
🎯 Crafting Offers and Incentives:
Emphasized the need to present offers with the right incentives and reasons to buy.
Copywriters should consider the entire user journey and articulate each step effectively.
The presentation of offers, including timing and thematic elements, can greatly influence conversion rates.
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Designing Effective LiveOps Calendars

📅 The Philosophy of LiveOps:
Every day should provide players with a reason to play and a reason to pay.
LiveOps calendars should offer engaging activities and compelling offers that complement each other.
The use of "toppers" or additional incentives can boost engagement and revenue during underperforming periods.
🔄 Event and Campaign Design:
Events should be designed to push players slightly beyond their usual engagement levels.
Challenges and offers should be interconnected to motivate players to play more and make purchases.
Personalization and adaptability are key to maintaining player interest over time.
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Segmentation and Personalization in LiveOps

👥 Understanding Player Segments:
Segmentation is crucial for tailoring experiences to different player behaviors and spending patterns.
Initial segmentation can be based on metrics like LTV (Lifetime Value) and activity levels.
Micro-segmentation allows for even more personalized experiences, targeting specific behaviors within the game.
🎯 Personalized Challenges and Offers:
Challenges should be adjusted to each player's capabilities and engagement levels.
Offers should be tailored to assist players in overcoming challenges and progressing in the game.
Avoiding a one-size-fits-all approach ensures that both new and veteran players remain engaged.
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The Impact of Push Notifications

🔔 Value of Push Notifications:
Contrary to some beliefs, push notifications can be a powerful tool for re-engaging players.
They should provide valuable information or incentives, such as free in-game currency or exclusive offers.
The frequency and content of notifications should be carefully managed to avoid overwhelming players.
📊 Data-Driven Approach:
Monitor retention rates and player responses to different notification strategies.
Adjust the number and type of notifications based on data analysis to optimize player engagement.
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Tips for Improving Player Retention

🔑 Itamar's Advice:
Reason to Play and Pay: Ensure daily activities provide compelling reasons for players to engage and spend.
Effective Copywriting: Craft messages that clearly articulate incentives and resonate with the target audience.
Personalization: Use segmentation to tailor challenges and offers to individual player behaviors.
Value-Driven Notifications: Utilize push notifications to provide meaningful incentives and re-engage players.
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Conclusion

🌐 Connecting with GameBoost:
Website:
GameBoost
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GameBoost specializes in LiveOps, monetization strategy, copywriting, and creative services for game studios.
📣 Final Thoughts:
Emphasized the importance of understanding player motivations and behaviors.
Highlighted the significant impact that well-executed LiveOps and effective copywriting can have on a game's success.
Encouraged game developers to focus on creating personalized and engaging experiences for their players.
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