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

Kyoung Ho Kim; Huy Kang Kim

doi:10.1145/3341215.3354645

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

Kyoung Ho Kim, Huy Kang Kim

Graduate School of Information Study

Research output: Chapter in Book/Report/Conference proceeding › Conference 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 language	English
Title of host publication	CHI PLAY 2019 - Extended Abstracts of the Annual Symposium on Computer-Human Interaction in Play
Publisher	Association for Computing Machinery, Inc
Pages	171-180
Number of pages	10
ISBN (Electronic)	9781450368711
DOIs	https://doi.org/10.1145/3341215.3354645
Publication status	Published - 2019 Oct 17
Event	6th ACM SIGCHI Annual Symposium on Computer-Human Interaction in Play, CHI PLAY 2019 - Barcelona, Spain Duration: 2019 Oct 22 → 2019 Oct 25

Publication series

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

Conference

Conference	6th ACM SIGCHI Annual Symposium on Computer-Human Interaction in Play, CHI PLAY 2019
Country	Spain
City	Barcelona
Period	19/10/22 → 19/10/25

Keywords

Churn prevention
Event effect analysis
MMORPG
Online game

ASJC Scopus subject areas

Human-Computer Interaction

Access to Document

10.1145/3341215.3354645

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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

Oldie is Goodie : Effective user retention by in-game promotion event analysis. / Kim, Kyoung Ho; Kim, Huy Kang.

CHI PLAY 2019 - Extended Abstracts of the Annual Symposium on Computer-Human Interaction in Play. Association for Computing Machinery, Inc, 2019. p. 171-180 (CHI PLAY 2019 - Extended Abstracts of the Annual Symposium on Computer-Human Interaction in Play).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Kim, KH & Kim, HK 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. CHI PLAY 2019 - Extended Abstracts of the Annual Symposium on Computer-Human Interaction in Play, Association for Computing Machinery, Inc, pp. 171-180, 6th ACM SIGCHI Annual Symposium on Computer-Human Interaction in Play, CHI PLAY 2019, Barcelona, Spain, 19/10/22. https://doi.org/10.1145/3341215.3354645

Kim KH, Kim HK. 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. Association for Computing Machinery, Inc. 2019. p. 171-180. (CHI PLAY 2019 - Extended Abstracts of the Annual Symposium on Computer-Human Interaction in Play). https://doi.org/10.1145/3341215.3354645

Kim, Kyoung Ho ; Kim, Huy Kang. / Oldie is Goodie : Effective user retention by in-game promotion event analysis. CHI PLAY 2019 - Extended Abstracts of the Annual Symposium on Computer-Human Interaction in Play. Association for Computing Machinery, Inc, 2019. pp. 171-180 (CHI PLAY 2019 - Extended Abstracts of the Annual Symposium on Computer-Human Interaction in Play).

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