In this case study, we'll explore how a card gaming app increased its app stickiness by 32% and the strategies it used to achieve this success.
Despite the economic uncertainty in 2022, the mobile gaming industry has continued to flourish. The number of gaming app downloads has reached a record-breaking 90 billion, which is 6.7 billion more than the previous year and 22 billion more than 2019. The latest gaming data also reveals that gamers worldwide spent a staggering 6.4 billion hours per week on their favourite gaming apps, which is a clear indication of the growing interest in mobile gaming and its significant role in people's lives globally.
The data further shows that 224 games generated over $100 million in revenue, while ten games surpassed $1 billion annually, highlighting the massive potential for profitability in the industry. Mobile gaming has become an increasingly popular form of entertainment, with people spending significant amounts of money and time on these games. As a result, it has emerged as a strong contender to traditional forms of entertainment.
The mobile gaming industry is a thriving and successful market that is gaining more popularity every day. It presents a massive opportunity for investors and entrepreneurs to invest in and take advantage of the industry's profitability.
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In this case study, we'll explore how a card gaming app increased its app stickiness by 32% and the strategies it used to achieve this success.
After optimizing the card gaming app, we saw an immediate increase in user engagement.
Having regular returning users shows your app's capacity to match your audience's expectations. Let's explore the term "app stickiness" we talked about in this case first, and view what makes it so worth investing time and resources in for app marketers.
"If it makes you happy, you become an active user. Engagement drives stickiness, which drives retention - and that, in turn, drives growth."
The card gaming app is a popular mobile app that allows users to play various card games, such as poker, blackjack, and solitaire. The app's main goal is to provide users with a fun and engaging gaming experience while keeping them coming back for more.
The game app market is highly competitive, and app retention is a major challenge. Our client faced a high churn rate, with many users uninstalling the app after just a few days of use. The company wanted to improve its app stickiness and increase user retention.
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The card game app implemented several strategies to increase its app stickiness and improve user retention. Here are a few key tactics they used:
Relying on omnichannel campaigns to bring users to the app and optimize the experience for each customer, no matter what stage of their lifecycle they are in, can systematically encourage users to engage at a deeper level. Email, SMS, social media and push notifications are some of the key messaging channels used.
For example, a player may receive an email that includes a discount code for in-game items. The player can then use the code to make a purchase in the game or share it with friends on social media. This type of cross-channel interaction creates a more personal and engaging experience for the player, which increases the likelihood of them returning to the game.
Omnichannel campaigns also allow the app to collect data and insights from multiple channels, which can be used to personalize and optimize the player experience. For instance, if a player prefers to receive updates about the game through email rather than push notifications, the app can adjust their marketing strategy to cater to that preference.
Overall, omnichannel campaigns are an effective way to engage players and improve retention rates in the gaming industry. By leveraging multiple channels and creating a consistent experience for players, the card gaming app can build stronger relationships with their audience and ultimately drive revenue.
In the games industry, user experience (UX) is a key factor in attracting players and keeping them coming back. A well-designed UX can increase player engagement and retention, while a poorly designed UX can drive players away.
⚡ Related reading: Creative Strategy: How to Drive Your User Retention with Valuable App UX Design 2023?
Here are some strategies on how our clients are optimizing the user experience to engage players:
The user interface should be simple and easy to use. Players should be able to understand how to play the game quickly and easily without being overwhelmed by too many features or complicated instructions. Making users feel welcome during onboarding and introducing them to app features is a critical first step in getting them to play every day.
Personalization is a powerful tool for engaging players. Trying to get conversions without understanding user behavior is amateurish. To avoid this major marketing mistake, user segmentation, easily creating micro-segments, and targeting users based on their specific actions or inactions is a must. After understanding the player's preferences and behaviors, the gaming app tailors the game to meet their individual needs. This includes personalizing the in-game experience, sending targeted marketing messages, and providing personalized recommendations.
Offering rewards to players is an effective way to increase engagement and retention. Rewards include in-game currency, items, and even exclusive content. The key is to make the rewards challenging, but not impossible, to keep players motivated.
Regular updates of the game with new features, content and improvements show players that the game is constantly evolving and improving. This helps keep players interested and engaged over time.
Visuals are the first thing players see when browsing the app store. For gaming apps, beautiful and clear game graphics are one of the deciding factors for users to choose to use an app, and using high-quality graphics and screenshots that accurately represent the game can help attract and engage potential players.
⚡Related reading: How to Design a Powerful App Icon to Grab Customers' Attention?
App developers are also constantly refining their visuals by A/B testing to see which designs resonate best with their audience.
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Optimizing ratings and reviews is also a very important part of app store optimization(ASO). Reviews and ratings are a significant factor in app store rankings. Encouraging players to leave positive reviews and ratings can help improve the game's visibility and increase player engagement.
The app uses in-game prompts to remind players to leave ratings and reviews, and adds pop-ups or banners when players complete levels or missions. The message can include a call to action asking players to leave a comment.
Offering in-game rewards is also a great way to motivate players to leave ratings and reviews. Developers can offer in-game currency, exclusive content, or other rewards to players who leave reviews. This helps encourage players to take the time to leave feedback.
Including a link to the app store review page directly within the game simplifies the process of leaving ratings and reviews. This makes it easier for players to leave reviews without having to search for the game in the app store.
Responding to player feedback in a timely manner helps build trust and increase engagement. Taking the time to respond to both positive and negative reviews shows players that their feedback is valuable and helps developers understand issues from a user perspective and make improvements.
⚡ Related reading: How to Use App Reviews and Ratings to Your Advantage
The card gaming app introduced social features that allowed users to connect with friends, play together, and share their game progress on social media. This helped to create a sense of community around the app, which helped to increase app stickiness and user retention.
The card gaming app's success in increasing app stickiness and user retention can be attributed to its aggressive attempts at user experience optimization and omnichannel engagement, as well as creating a sense of community around the app by tailoring the app experience to individual user preferences.
At the same time, with the help of ASOWorld, the use of customized ASO strategies has effectively promoted the app growth. This case study shows that by implementing the right strategy, app marketers can increase app stickiness and increase user retention, even in a highly competitive market.
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