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Session Name:

Returners and Retention - How to Win Back Lapsed Players


This lecture is about how to boost retention for live games by focusing on returning players. Retention is the cornerstone of successful online and F2P games, but this isn't only achieved through reducing churn, it's just as much about effectively winning back lapsed players. In this lecture, Phil Mansell, vice president of stalwart F2P MMORPG RuneScape, will describe a range of design and product management techniques for improving the rates of returning players. Using case studies and data from recent game initiatives, Phil will describe what has worked and what hasn't across game content, community events, communications and billing, and make recommendations for how others can capitalize on the potential of returners.

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  • GDC 2015
  • Phil Mansell
  • Jagex Game Studios
  • free content
  • Design
  • Design