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Understanding Player Churn in the Gaming Industry With Key Drivers and Prevention Strategies
Abstract
The gaming industry has witnessed tremendous growth over the last few years. This increased revenue has brought about significantly more sophisticated techniques for retaining players and struggle against churn. This chapter clarifies the study of game player behavior and how these studies can be applied to predict churn, and highlights the importance of churn in the gaming industry, examining high-grossing games offered on different platforms that dominate the industry in the context of churn. However, privacy and data sharing are perceived as critical barriers that hinder effective churn analysis. In summary, churn studies in online environments are not common due to the rarity of publicly available data, primarily because developers choose not to share details about players. Furthermore, the chapter presents some possible avenues to overcome these challenges and expands the view on how game developers can implement tactics such as personalized experiences, socialization, leveraging technology, and transparency around data usage to reduce churn.
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