Technology
Understanding player churn on a mobile gaming platform
Every project we run is covered by confidentiality agreements. That is why this page describes the method, scope and deliverables, but does not identify the client, brand, product or date.
Challenge
A company in the gaming segment needed to understand the profile of players who had stopped using one of its platforms, in order to generate input for future product strategies and launch plans.
The challenge was to reach a specific audience of players who had abandoned the platform, covering different profiles within the 18 to 40 age range, with the main focus between 22 and 30. The study also required a gender composition of 70% men and 30% women, along with residence, education and other market research criteria.
Beyond recruitment, the study required a field structure capable of supporting in-depth discussion of the participants’ experience, with two-hour in-person sessions and mirror room observation.
Methodology applied
- Recruitment of players who had stopped using the platform, following the criteria defined in the screener
- Group interviews lasting 120 minutes
- Sample composed of participants aged 18 to 40, with the main focus on the 22 to 30 range
- Gender quota of 70% male and 30% female
- Groups conducted in São Paulo, using a mirror room for client observation
- Moderation of the discussions and full project management
- Translation of materials and simultaneous interpretation into English
- Transcription of the sessions in English