ImmutableData driven decisionsUnity Game EngineDeep Experimentation

Repairing stickiness to increase revenue by 50%

How data-driven feature design increased D7 retention by 25% and D7 LTV by 12% for a live mobile RPG.

Role

Feature Owner & Lead UX Designer

Timeline

6 months

Team

1 UI Artist · 1 UI Engineer · 1 Full Stack Engineer

Summary

+25%
Retention (D7)
+12%
Revenue (D7 LTV)

01 · Problem

D7 retention lagged. The game asked for 3-4 sessions a day when most players only had time for one or two.

02 · Insight

SQL + surveys revealed K-shaped behaviour: power users masked a worse experience for everyone else.

03 · Shift

Reframed the sentiment "I'm missing out" to "a gift is waiting" for reactivation and nudging users to come back the next day.

Before & after

Before
After

Visual goal setting on the dungeon map.

Before
After

Lore-driven monetisation outperforms generic popups.

Before
After

Recommendations when players get stuck.

K-shaped session distribution chart
Casual Connoisseur persona
Negative game loop diagram
Positive AFK game loop
Hand-drawn AFK concepts
Wireframe golden path
Figma user flow prototype

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