Reasons for

User Churn
in Mobile
and Online Games

Arkadeep Dutta
16BM60123
Pokemon Go
Started with 10 million users
downloading it in the first week.

By July 2016, 21 million users. One

of the most played apps ever

By August 2016, they started loosing

7 million users a month.

Why??
The rise and fall of flappy Bird

Nguyen, the
A game
creator, made An update rolled On 9th Feb, 2014
launched in
50,000$ per day out later, which the app was
2013 with a
because of the caused the game taken down
million
downloads and ratings to come from Google
downloads per
in game down. Store.
day.
advertisements.
Motivation
Growth rate of
9.6% from 2013
to 2018

Key : Identify the

Games are
causes and users
mostly free with
who stops using
in app purchases
the app

Mobile
Games
Industry
5 times increase
Revenue
in retention rate
Sources : In app
causes the profit
purchases and
to increase 4
advertisements
folds
Greater the
number of
customers,
greater the
revenue
churn definition
In mobile game industry, customer churn refers
to customers who stops using the app altogether
or uninstalls the app.
Churn rate can be used to find out the causes the
users are not using the application.
Low churn rates is directly related to revenue
stability.
Objective
Collect player
log data of 2 to
3 mobile
games

Analyze the
data and mark
the churned
out ad non
churned users

Identify the
relevant
causes of user
churn

Explore
different ways
to prevent and
predict user
churn
Literature survey

PwC performed churn Telecom Industry churn

analysis for Airtel rate of 15% to 50%

5% more retention leads

6 to 10 times cheaper than
to 50% more profit per
to acquire a new customer
customer

Customer service 68% of the customer

improvement reduces defects due to poor
churn rate service
Methodology
Data to be collected from the
DATA GATHERING player log of 2 to 3 mobile games

Defining the predictors gathered.

Obtaining derived variables from the
primary variables.
DATA PREPARATION Treat the missing values and outliers

Model building done on statistical tool

called R.
MODEL BUILDING Data divided into train and test data.
Various models fitted into the data to
improve accuracy.

Testing the model on the test data.

Checking the accuracy of each of the
TESTING models using test data
Deciding upon the final predictors .

The main causes of user churn.

MODEL INSIGHTS Various ways to reduce user churn
Prediction of user churn
Thank you !