🎙️ 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
Introduction
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. 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. 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. Understanding CRM in Gaming
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. 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. Implementing CRM Strategies
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. 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. 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. Challenges and Best Practices
Blindly relying on machine learning without applying business rules or understanding player goals. Overloading players with ads without considering their tolerance, leading to churn. 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. CRM Systems and Tools
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. 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. Tips for Improving Retention
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. Conclusion
📞 Connecting with Max Mozgov: Open to discussions and offering help through various channels. Provides analytics and CRM consultancy services, specializing in customer segmentation and value measurement. 
