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Mastering Retention Podcast

Secrets to a successful mobile game

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https://www.youtube.com/watch?v=9sRou17KlWU⁠

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Podcast Summary: Mastering Retention with Luis Pacini from Wildlife Games

Hosted by Tom, the "Mastering Retention" podcast features Luis Pacini from Wildlife Games. The episode explores the complexities of launching engaging games, strategies for soft launching, effective retention techniques, and the integration of monetization.

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1. Introduction

Host and Guest: Tom welcomes Luis Pacini, a Product Manager at Wildlife Games, to discuss the challenges and strategies in creating and retaining players for new games.

2. Luis Pacini’s Journey into Gaming

Professional Background: Luis began his career as a consultant at Bain in Brazil before joining Wildlife Games (formerly TFG Top Three Games) in 2018.

Transition to Gaming: Inspired by the company's large-scale operations and passionate team, Luis shifted his focus to game development, enjoying the process of making games fun and engaging.

3. Successful Game Launches

Early Success Stories:

Zuba and 10 Slash: Launched in July 2019, both games achieved significant success, with 10 Slash reaching the top ranks in 78 countries, even outperforming established franchises like Call of Duty and Mario Kart during launch weekends.

Commitment and Team Effort: Emphasizes the importance of a dedicated team working towards ambitious goals to achieve standout results.

4. Strategies for Creating Engaging Games

Understanding Core Gameplay:

Deep Dive into Mechanics: Luis and his team took tennis classes to better understand and translate the sport’s nuances into their game, ensuring authenticity and fun.

Passionate Team Members: Hiring individuals passionate about specific game elements (e.g., aviation enthusiasts for a planes game) to enhance game details and realism.

Honesty and Adaptability:

Critical Evaluation: Being honest about what’s working and what isn’t, even if it means killing a beloved feature or the entire project.

External Feedback: Utilizing impartial team members or external consultants to provide objective assessments of game progress and potential.

5. Soft Launch Process

Defining Success Metrics:

Key Hypotheses: Establishing what needs to be true for the game to succeed, such as retention rates, monetization potential, and market fit.

Data-Driven Decisions: Using early data from soft launches to validate or pivot game development strategies.

Testing and Iteration:

Play Tests: Conducting regular internal playtests to monitor progress and ensure continuous improvement.

Soft Launch Timing: Launching as soon as the game is ready to provide valuable data, balancing speed with preparation to gather meaningful insights.

6. Monetization Integration

Early Integration: Incorporating monetization strategies from the beginning of the game design to ensure seamless player experience and sustainable revenue.

Enhancing Player Experience: Designing monetization elements that add value to the game rather than detract from it, similar to how Supercell and Lilith Games implement monetization effectively.

Testing Monetization Models: Soft launching with monetization in place to assess its impact on player behavior and revenue generation.

7. Understanding and Engaging the Audience

Identifying Target Players:

Audience Personas: Defining specific player types (e.g., casual vs. hardcore gamers) to tailor game features and experiences accordingly.

Community Engagement: Building strong relationships with the game’s community through active management of social media groups and direct interactions.

Feedback and Adaptation:

Listening to Players: Continuously gathering feedback from engaged players to refine game features and address concerns.

Handling Churn: Reaching out to inactive or departing players through community managers to understand their reasons for leaving and improve retention strategies.

8. Retention Strategies: Competition and Engagement

Competitive Elements:

Leaderboards and Rankings: Implementing leaderboards to foster competition among players, encouraging them to return and improve their standings.

Social Notifications: Sending notifications when friends achieve milestones or beat players’ scores to drive re-engagement.

Psychological Principles:

Reference Points: Using competition as a reference point to motivate players, similar to how brands use pricing strategies to influence perceptions.

Dopamine Triggers: Designing game moments that provide satisfying rewards and achievements, reinforcing the desire to continue playing.

9. Final Tips and Takeaways

Deliberate Approach Over “Fail Fast”: Adopting a more thoughtful and data-driven approach to game development, especially in a mature market.

Focus on Audience Fit: Ensuring the game resonates with the intended audience by deeply understanding their preferences and behaviors.

Integrate Monetization Thoughtfully: Embedding monetization into the game design from the outset to create a balanced and enjoyable player experience.

Continuous Learning and Adaptation: Regularly updating assumptions about players and being willing to pivot based on feedback and data.

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This episode highlights the importance of understanding your audience, integrating monetization early, fostering competition to drive retention, and maintaining a deliberate, data-driven approach to game development. Luis Pacini’s insights provide valuable strategies for studios aiming to create engaging and successful games in a competitive market.

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