Learn how you can Unlock Limitless Customer Lifetime Value with CleverTap’s All-in-One Customer Engagement Platform.
If you’ve ever played a mobile game on your app and been thwarted at every turn by a difficult boss level, only to have to start from scratch but with levels suddenly seeming so much easier—then you’ve just experienced real-time personalization. The game saw you struggling and adjusted the difficulty level to match your n00b gaming skills.
It’s one example of the dynamic approach many gaming studios are taking to tailor their game experiences to an individual player’s skill and behavior. But when done well, this personalization can spell the difference between a player churning and a player turning into a loyal paying customer.
In this blog post, we explore some examples of real-time personalization in mobile gaming apps and how it has improved customer lifetime value (CLV) in actual games.
Real-time personalization in gaming involves analyzing player behavior data to deliver relevant content and experiences that match the player’s preferences and needs. This can include elements like in-game offers, push notifications, and customized gameplay experiences. By adapting to each player’s unique habits, real-time personalization can drive engagement, retention, and ultimately, revenue.
One of the most concrete examples of real-time personalization is the one that opened this blog post. It’s the personalization of a gaming experience by adapting the game’s difficulty level in real time. This type of adjustment ensures that players are consistently challenged without becoming overwhelmed or bored.
For example, a mobile game may start at an easier level, and gradually the difficulty will increase based on the player’s performance. This not only improves player satisfaction but also encourages players to spend more time in the app, ultimately boosting CLV.
Candy Crush Saga is a great example. The hyper-casual game adjusts its difficulty levels based on how the player performs. Hence each level becomes a suitable challenge. This dynamic difficulty adjustment keeps Crushers (AKA Candy Crush fans) engaged, and it motivates them to keep returning to the game. Increased retention and revenue? Check.
By analyzing player behavior, mobile gaming apps can deliver personalized in-game offers designed to maximize conversion rates. For example, a gaming app may identify players who frequently purchase in-game currency and target them with special deals on currency bundles. This not only drives revenue but also fosters a sense of exclusivity, which can improve overall satisfaction and CLV.
In Clash of Clans, a popular strategy game, players receive tailored offers based on their gameplay habits. These offers may include discounts on in-app purchases or exclusive items designed to help players advance in the game. This personalization strategy has proven effective in driving in-app purchases and increasing the CLV of its players.
Push notifications are a powerful tool for mobile game developers to communicate with players and encourage them to return to the app. By delivering personalized notifications based on player behavior, apps can increase engagement and retention rates. For example, a gaming app may send a push notification to remind a player about a LiveOps event they have yet to participate in or congratulate them on a recent achievement.
PUBG Mobile uses customized push notifications to drive player engagement for its free-to-play battle royale game. The app sends notifications tailored to a player’s in-game activities, such as daily missions, events, and rewards. These notifications encourage players to return to the app, enhancing retention and CLV.
Real-time personalization has become a vital strategy for mobile gaming apps looking to stand out in a crowded market. By analyzing player data and delivering tailored experiences, game developers can drive engagement, retention, and revenue, ultimately improving customer lifetime value. As shown by the examples mentioned above, it’s clear that personalization will continue to be a key differentiator for mobile gaming apps in the years to come.
Check out CleverTap Gaming to discover how our platform provides real-time understanding of players’ actions and integrates lifecycle marketing, LiveOps, and remote configuration into a holistic player experience.
The User Retention Pocket Guide