“A user who was acquired thanks to a football-focused event will probably churn if that content drops off a cliff once the event finishes.”
In this edition of PocketGamer.biz “Mobile Mavens” series, Golden Whale’s COO Claudia Heiling shares her thoughts on how sporting events can benefit the wider games industry:
“There’s a unique opportunity for game makers to capitalise on heightened consumer attention around sporting events, particularly those with almost universal appeal.
While only a few large publishers secure official licences, other companies can still integrate these events into their live ops and marketing.
The real win – and the hardest thing to do – is to create a strategy that captures long-term value from events rather than a short-term spike. A user who was acquired thanks to a football-focused event will probably churn if that content drops off a cliff once the event finishes.
Therefore, successful integration of major events involves a combined strategy leveraging both immediate impact and lasting user engagement.
Spending far more time on optimising the customer engagement and retention mechanisms and fostering a loyal and active player community is equally important for achieving bottom-line success.
Otherwise, it’s highly likely that a short, focused campaign will result in a spike in users that leave as quickly as they came.”
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