“Games should be created for the players to enjoy and play. If they just leave the game too often, then it is a failure of the developer.”

It is essential to build a long-term relationship with those who play your game in order to boost mobile game retention, lest you find yourself suffering from the cost of acquiring new players. A successful player relationship management is important to understand along with identifying the different playing styles and behavior.


The impact of the F2P business model will soon hit the consoles, and like the dinosaurs, many gaming conventions are liable to slump to the ground. The F2P games are estimated to be valued in the billions of dollars, and around 80% of the revenue is generated by these games only. Despite the growth, it is still the case that the majority of these games fail. Around 40% of the players return to F2P games after a single session.

The developers need to know the players in order to make successful and profitable games. The focus of most developers is on completing and launching the game. Instead, games should be created for the players to enjoy and play. If they just leave the game too often, then it is a failure of the developer.


Here are the reasons why you may be suffering from low mobile game retention:

1. The game is off balance

Balancing the game difficulty can be a tricky situation and most of the developers often set the difficulty to be too high.

Balancing requires a lot of observation that how the players are progressing at each level throughout the game during all the launches. Certain modifications are required if something wrong is discovered as a direct result of difficulty for the players. The players need to have fun from the game, before they feel challenged. Players will leave the game if they find it too difficult to play.

2. Bad introduction

People want to get started as soon as possible and get an idea of what the game has to offer without rating. The start of the game should give reasons to stay and the title screen, the loading screen, and the first level will create the first impression of the game for the players.

You can keep the players entertained during the loading of the game. They should get the actual taste of the game immediately after starting it.

3. Too few resources

Most games limit the player progress through the availability of resources that may include energy, experience, or virtual money. The management of resources plays an important role in balancing the game. If the players do not get enough resources, it will lead to lower mobile game retention rate.

The key to success is maintaining the player’s progress by testing remedies in combination with retention forecasting and mobile customer lifetime value calculations.

4. Long game sessions

There are chances that players get overwhelmed with the notifications and other stuff grabbing their attention. If the game is targeted to adults, then you cannot make them sit long in a day.

The duration of sessions depends on the type of game and its target audience. But if you want a large audience, it is important for you to make the players play for at least 3-4 minutes.

5. Wrong target audience

It is important to know the target audience before creating a game. By simply creating a top-quality game doesn’t mean that it will drive you big audience. You need to have a plan of action to win the target user as this will allow you to study the audience and give you an idea as to how you can target your game to attract them.

6. Boring tutorial

Many users simply stop playing the game when they see a boring tutorial at the beginning. It is not a bad idea to have a tutorial at the start but it actually depends upon the developer whether it is fun or boring. The tutorial should always be optional for the player and if it is there, then it should not exceed a single minute in length.


7. Buggy games

Bad and buggy games are normal nowadays and it just hurts the viability of the game. Bugs simply frustrate the users and force them to uninstall it immediately. It is important to hire a tester and make him or her understand the actual flow of the game in order to avoid any bugs later on the user’s screen.

8. No reward system

Players need to be rewarded after completion of every level. Providing enough rewards will keep the user motivated towards playing the next levels. Without this mechanism, there is a risk that the players lose motivation to come back to the game.

9. No task system

A task system is a great way to make the users understand what they need to do to progress. Providing the users with a list of tasks to complete will ensure the players are never stuck with nothing to do. The tasks can also be used to encourage the players to explore other parts of the game. You can use them as an ongoing tutorial system as well.

10. Inactive players

Players need to take breaks and at any moment. They may have to stop playing because of some important event like an exam or a party. They may go on holidays as well. If they lose the progress after coming back to the game, they will likely quit. You can just reward them for coming back after so many days and fortify their appreciation of the game.

11. No updates

The social and multiplayer games need to be kept alive and if you really want to retain your users, you need to keep them busy. You can also give them a solid reason to come back to the game. If there are no updates or if they are even slower, then chances are that your users will uninstall the game.

12. No appointment settings

It is important to make the players come back to the game each day. You can give something to them that offers great value to reward their engagement. Daily rewards, content updates, and weekly sales are all good ways to make the user come back to the game and boost mobile game retention rates.

13. Unoriginal content

The game has to be unique and different from others. You need to make the game feel fresh to the users, instead of feeling like a copy of something that is already available.


14. Repeat play

You should allow the user to repeat play the game at different difficulty levels as it is a great way to enhance the replay-ability of the game.The game should be endless and should have defined end limits of how far a player can go and play.

15. Main menu

The menu is like the whole game, and it should give a brief of it. It has to feel alive and you can use animated characters from the game or can simply add a scrolling background. Whenever the player won’t touch a button, simply animate them. The menu should respond to the player’s inputs as well, and it has to be interactive.

16. Sudden rise in difficulty

Unwanted difficulty will surely ruin the user’s experience. It does not mean that the game should be easy; however, it should be fair at each stage. The player is able to choose his or her own difficulty level. The players leave the game due to frustration, boredom or difficulty. If the developer tries to overcome these problems then the user is surely able to enjoy an amazing experience that will make them come back again and again to the game.

Sourse: Apptentive

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