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Mastering Retention Podcast

Ep.93: Establishing and Maintaining Good Relationships with Users

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https://www.youtube.com/watch?v=xvvd8n6c8P4⁠

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🎙️ Mastering Retention Podcast: Leveraging CRM and Analytics in Game Development with Max Mozgov

Host: Tom Hammond, Co-founder of UserWise

Guest: Max Mozgov, Founder of Segment Value

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Introduction

👋 About Max Mozgov:

Lifelong gamer with a passion for RPG and RTS genres since the mid-90s.

Joined Wargaming in 2015 as Global CRM Analytics Lead.

Worked as Analytics Director at GameHouse, focusing on casual mobile games for women.

Founded Segment Value, a consultancy specializing in analytics and CRM for gaming and other industries.

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Max's Journey into Gaming

🎮 Early Gaming Influence:

Played on platforms like ZX Spectrum and PC games in his youth.

Deep interest in game mechanics and player engagement.

🏢 Professional Career:

At Wargaming, managed global CRM analytics for titles like World of Tanks and World of Warships.

Focused on understanding player behavior and enhancing long-term engagement.

Transitioned to GameHouse, where he directed analytics for casual mobile games.

Established Segment Value to provide consultancy services in analytics and CRM.

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Understanding CRM in Gaming

🔍 Defining CRM:

CRM is a business strategy for managing long-term customer relationships, not just a software tool.

Involves understanding and nurturing individual customer needs over time.

🎯 CRM vs. Live Ops:

In gaming, Live Operations (Live Ops) serve a similar purpose to CRM.

Both focus on managing player engagement through in-game events, targeted communications, and analytics.

💡 Importance of CRM in Games:

Enhances player retention by addressing individual needs and experiences.

Helps identify and mitigate negative experiences that could lead to churn.

Utilizes analytics to predict player behavior and personalize interactions.

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Implementing CRM Strategies

📈 Data-Driven Insights:

Collect and analyze gameplay data to understand player behaviors and preferences.

Use machine learning models to predict future actions, such as churn risk.

🛠️ Personalizing Player Experience:

Adjust game elements like matchmaking and difficulty based on individual player performance.

Provide targeted offers or boosters to re-engage players showing signs of frustration.

💬 Examples in Practice:

Wargaming: Implemented real-time analytics to monitor player interactions and deliver personalized messages.

Addressed churn risk by identifying factors impacting individual players and tailoring interventions.

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The Art of Segmentation

🔍 Importance of Effective Segmentation:

Differentiates users based on meaningful characteristics aligned with business goals.

Poor segmentation (e.g., by irrelevant traits like eye color) doesn't contribute to actionable insights.

🗂️ Types of Segmentation:

Loyalty/Churn Propensity: Predicts individual likelihood of churn.

Future Value: Estimates the future cash flow or lifetime value of each player.

Potential: Assesses a player's potential spending capacity within the game.

🎯 Utilizing Segmentation:

Tailor retention strategies based on predicted future value.

Optimize marketing campaigns by understanding players' ad tolerance and preferences.

Identify high-potential players who may not be fully monetized and adjust game design accordingly.

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Challenges and Best Practices

⚠️ Common Pitfalls:

Blindly relying on machine learning without applying business rules or understanding player goals.

Overloading players with ads without considering their tolerance, leading to churn.

✅ Best Practices:

Blend analytics with qualitative insights to understand player sensitivities.

Customize communications and offers based on player segments and life cycles.

Continuously adapt to player needs by monitoring behavior and feedback.

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CRM Systems and Tools

🔧 Choosing a CRM System:

Look for platforms that support Live Ops, targeted marketing, push notifications, and in-app messaging.

Ensure integration with various channels like social media, messengers, and deep game integration.

💡 Implementation Considerations:

Align the CRM system with the company's goals, budget, and game complexity.

Start simple and scale features as needed to manage player relationships effectively.

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Maximizing Player Engagement and Retention

🗓️ Event Scheduling Based on Player Behavior:

Example of Homescapes: Aligning in-game events with players' availability (e.g., challenging events on weekends).

Understanding when players are most active helps in planning events that drive engagement and revenue.

🎁 Long-Term Engagement Tactics:

Implementing longer-term events or challenges that keep players invested over weeks or months.

Balancing short-term incentives with long-term rewards to maintain interest.

🤝 Building a Customer-Centered Business:

Beyond fun, deliver additional value or life-changing experiences to players.

Focus on positive transformation and education to create deeper connections with the audience.

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Tips for Improving Retention

🔑 Max's Advice:

Know Your Players: Deeply understand who your players are and what they need.

Adaptability: Continuously adapt the game to meet the evolving needs of players.

Personalization: Use data and insights to tailor experiences, keeping players engaged and satisfied.

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Conclusion

📞 Connecting with Max Mozgov:

LinkedIn:

Max Mozgov⁠

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Open to discussions and offering help through various channels.

🔗 About Segment Value:

Provides analytics and CRM consultancy services, specializing in customer segmentation and value measurement.

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