The document discusses mobile game retention strategies. It introduces the speaker as having 11 years of experience in the online game industry and owning a mobile game publishing company. It then outlines the typical player retention cycle of engagement, immersion, and seeking new content or challenges. Specific retention techniques mentioned include exclusive time-limited content, boosters, subscriptions, and unlockables to keep players engaged and wanting to continue playing. The document stresses that retention is about game design and a proper free-to-play user experience rather than just push notifications or ads.

1. Mobile Gaming
and the
Retention Rhetoric
Martine Spaans
Tamalaki Publishing & FGL.com

2. Quick Intro
• 11 Years Online Game Industry experience
• Owner @ Tamalaki Publishing
• Hidden Object, Match-3, Simulation
• More than 100 mobile game releases
• Business Development @ FGL

3. Quick Intro
• 11 Years Online Game Industry experience
• Owner @ Tamalaki Publishing
• Hidden Object, Match-3, Simulation
• More than 100 mobile game releases
• Business Development @ FGL

4. "Easy to Learn, Hard to Master”
"I can quit any moment, but I want to play for
hours”
Casual Games have Changed

6. Retention:
What’s New?
Engagement:
I like this game
Immersion:
I want to complete this game
Retention Cycle

7. Engagement: I Like this Game

8. Engagement: I Like this Game

9. Engagement: I Like this Game

10. Immersion: I Want to Complete this Game

11. Immersion: I Want to Complete this Game

12. Immersion: I Want to Complete this Game

13. Retention: What’s New?

14. Retention: What’s New?

15. Retention: What’s New?

16. Retention:
Exclusive, time-limited content
Engagement:
Boosters, Subscription
Immersion:
Unlocks, Amazon Prime, Tinder Plus, Gamehouse FunPass
Monetisation

17. Carrots & Breadcrumbs

18. The Retention Rhetoric

19. “Retention is more than a push
notification or a retargeting ad
campaign.
Retention is in your game design and in
a proper setup of your F2P user
experience.”

20. Questions?
Martine Spaans
@aston_martine
martine@tamalaki.com
https://www.linkedin.com/in/martinespaans
Thank you!