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Mastering Retention Podcast

Ep.90: A balancing act of Product Management

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https://www.youtube.com/watch?v=9uWYG-x3k6E⁠

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🎙️ Mastering Retention Podcast: Product Management and Player Retention with Stav Klosner

Host: Tom Hammond, Co-founder of UserWise

Guest: Stav Klosner, Experienced Product Manager in the Gaming Industry

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Introduction

👋 About Stav:

Began her career in large-scale software companies.

Transitioned into online gaming in Tel Aviv by chance.

Worked at companies like Playtika and Huge Games.

Specializes in product management, monetization, and player retention.

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Stav's Journey into Gaming

🎮 Entry into the Industry:

Moved from a serious, technical environment to the dynamic world of gaming.

Enjoys the blend of art, psychology, and technology in game development.

Appreciates the diverse team dynamics in gaming compared to traditional software companies.

🌍 The Tel Aviv Gaming Scene:

Tel Aviv as a hub for online gaming companies.

Emphasizes the vibrant tech culture and innovation in the region.

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Segmentation and Monetization

🔍 Importance of Segmentation:

Recommends focusing on player segments rather than full personalization.

Suggests starting with simple segments based on recent spending habits (last 6-12 months).

Highlights the effectiveness of defining segments well, especially for small teams.

💡 Effective Segmentation Strategies:

Use spend thresholds to categorize players into buckets (e.g., $5, $20 spenders).

Consider recency of purchases to determine player value.

Implement cohort-based segmentation, grouping players by their start date for tailored experiences.

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Product Management Insights

🛠️ Role Variations:

Acknowledges that product management roles can vary significantly between companies.

In some places, product managers focus on execution; in others, they are more strategic.

🎯 Becoming a Better Product Manager:

Understand player psychology and emotional triggers (e.g., risk aversion, loss aversion).

Engage in reverse-engineering other games to grasp design decisions.

Balance between high-level vision and attention to detail.

⚖️ Feature Prioritization:

Build a sensible roadmap aligned with key performance indicators (KPIs).

Avoid overreacting to competitor features; stay focused on your game's goals.

Prioritize features based on gut feeling, team dynamics, and resource availability.

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Measuring Success and KPIs

📊 Evaluating Campaigns and Features:

Recognizes the challenge of balancing monetization and retention metrics.

Recommends A/B testing by exposing features to a portion of the player base (e.g., 80%).

Monitors impact on revenue and player engagement to assess feature success.

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Starting a Gaming Studio: Tools and Services

🧰 Essential Tools:

Outsource business intelligence (BI) dashboards for analytics.

Ensure prompt responses to app store ratings and reviews.

Consider outsourcing customer support, focusing on VIP players.

💡 Attribution and Monitoring:

Utilize mobile measurement partners (MMPs) like AppsFlyer or Adjust to track return on ad spend (ROAS).

Emphasizes the importance of monitoring critical metrics from the outset.

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Engaging with VIP Players

🤝 Importance of Player Interaction:

Regularly communicate with VIP players for valuable insights.

Understand that VIPs often represent a significant portion of revenue (Pareto principle).

Use their feedback to refine features and enhance the player experience.

🗣️ Examples of Player Feedback:

Discovered the importance of club events to players in Huge Casino.

Adjusted game features to support social aspects and club dynamics.

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Incorporating Social Elements

👥 Adding Social to Games:

Even in solitary games like slots, social interaction can enhance player engagement.

Introduce features like chat and clubs to foster community.

Recognize the varying player preferences for competition and collaboration.

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Monetization Tools and Strategies

💰 Enhancing Monetization:

Focus on timing and pressure points when offering monetization options.

Implement algorithms to identify missing items for players and offer them strategically.

Plan monetization features as an integral part of feature development.

🔄 Tying Features Back to Core Loop:

Ensure new features like collections feed back into the main gameplay loop.

Example: In slots, higher bets increase chances of obtaining better packs, encouraging continued play.

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Hiring and Qualities of a Good Product Manager

👤 Ideal Candidate Traits:

Prefer candidates who are gamers themselves and understand player psychology.

Look for charisma and the ability to communicate effectively across teams.

Value versatility, technical proficiency, and sensitivity to team dynamics.

🔄 Transitioning from Game Design:

Game designers can transition smoothly into product management due to their understanding of game mechanics and user experience.

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Tips for Improving Player Retention

🔑 Stav's Advice:

A/B Test Everything: Even small changes can have significant impacts; testing helps identify what works.

First-Time User Experience: Focus on optimizing each element to improve early retention.

Communicate with VIPs: Maintain open channels to understand their needs and keep them engaged.

Provide Quality Content: Continuously offer new content and quality-of-life improvements to retain long-term players.

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Conclusion

📞 Connecting with Stav:

Available on LinkedIn for networking and discussions about product management roles.

🔗 Final Thoughts:

Emphasizes the importance of understanding player needs and balancing monetization with player enjoyment.

Highlights the need for adaptability, continuous learning, and effective communication in product management.

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