Oldie is Goodie: Effective user retention by in-game promotion event analysis

Kyoung Ho Kim, Huy Kang Kim

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

For sustainable growth and profitability, online game companies are constantly carrying out various events to attract new game users, to maximize return users, and to minimize churn users in online games. Because minimizing churn users is the most cost-effective method, many pieces of research are being conducted on ways to predict and to prevent churns in advance. However, there is still little research on the validity of event effects. In this study, we investigate whether game events influence the user churn rate and confirm the difference in how game users respond to events by character level, item purchasing frequency and game-playing time band.

Original languageEnglish
Title of host publicationCHI PLAY 2019 - Extended Abstracts of the Annual Symposium on Computer-Human Interaction in Play
PublisherAssociation for Computing Machinery, Inc
Pages171-180
Number of pages10
ISBN (Electronic)9781450368711
DOIs
Publication statusPublished - 2019 Oct 17
Event6th ACM SIGCHI Annual Symposium on Computer-Human Interaction in Play, CHI PLAY 2019 - Barcelona, Spain
Duration: 2019 Oct 222019 Oct 25

Publication series

NameCHI PLAY 2019 - Extended Abstracts of the Annual Symposium on Computer-Human Interaction in Play

Conference

Conference6th ACM SIGCHI Annual Symposium on Computer-Human Interaction in Play, CHI PLAY 2019
CountrySpain
CityBarcelona
Period19/10/2219/10/25

Keywords

  • Churn prevention
  • Event effect analysis
  • MMORPG
  • Online game

ASJC Scopus subject areas

  • Human-Computer Interaction

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  • Cite this

    Kim, K. H., & Kim, H. K. (2019). Oldie is Goodie: Effective user retention by in-game promotion event analysis. In CHI PLAY 2019 - Extended Abstracts of the Annual Symposium on Computer-Human Interaction in Play (pp. 171-180). (CHI PLAY 2019 - Extended Abstracts of the Annual Symposium on Computer-Human Interaction in Play). Association for Computing Machinery, Inc. https://doi.org/10.1145/3341215.3354645