What is Retention?

Retention shows how many players come back after their first session — and how long they keep returning.

If CPI earns you attention, retention proves you deserved it.

1️⃣ Definition

Retention Rate =

(Number of returning users ÷ Number of new users) × 100

...measured over specific time frames:

Metric	Meaning
D1	Did they come back the next day?
D7	Are they engaging with the core loop?
D30	Is your game worth playing long-term?

📍Example: 1,000 installs → 300 return Day 1 → D1 Retention = 30%

2️⃣ Why Retention Matters

Use Case	What It Reveals	Design Insight
Onboarding quality	D1 = did the game earn a second chance?	Is your FTUE fast, clear, rewarding?
Loop engagement	D7 = do players enjoy the core experience?	Is the loop satisfying and evolving?
Meta strength	D30 = is there a reason to stay long term?	Is there depth, LiveOps, social, mastery?
Monetization readiness	No retention = no revenue	Do players return before you ask them to pay?

📍Don’t ask “why don’t they pay?” before you ask “why don’t they return?”

3️⃣ Benchmark Retention (F2P Mobile)

Retention Tier	Good Range
D1	35–50%
D7	15–25%
D30	5–10%

📍Don’t panic at D30 = 7% — panic if D1 = 10%. Retention loss is exponential, not linear.

4️⃣ What Affects Retention

Factor	Impact
FTUE quality	Sets tone for engagement or uninstall
Core loop strength	Needs to reward mastery and curiosity
Pacing & economy	Keeps progression meaningful, not grindy
Session goals	Missions, streaks, dailies = habit hooks
Social systems	Give players reasons to return together
Content cadence	New events, unlocks = long-term re-engagement
UX friction	Any confusion or delay = churn risk

📍Retention ≠ addiction. It’s earned loyalty through rhythm, clarity, and value.

5️⃣ Retention-Oriented Design by Stage

Stage	Design Goal
D1	Emotional hook, clarity, 1 full gameplay loop
D7	New features, meta progression, player identity
D30	Long-term goals: collection, LiveOps, mastery, social

📍You don’t need to impress on Day 1 — you need to connect. Retention is emotional continuity.

6️⃣ Tools & Analysis

Tool	Use
Cohort tracking	Compare retention by segment (platform, install date, UA source)
A/B testing	Validate impact of onboarding changes
Funnels + drop-offs	Identify pain points across sessions
Push notifications	Support retention — don’t replace design

📍Retention tools are mirrors — they reflect what design actually delivered.

✅ Retention Checklist

Is D1 > 30%? If not — rework your onboarding.

Are players getting into the core loop on Day 1?

Do you add new layers around D3–D7?

Does your game offer depth beyond one week?

Are systems designed to support long-term rhythm (not just short-term spikes)?

📍If Day 1 is a trap, Day 7 is a promise, and Day 30 is a relationship.

Summary

Term	Retention
What it tracks	% of users who return to your game over time
Why it matters	Reflects design value, emotional payoff, and long-term health
Improved by	FTUE clarity, loop strength, pacing, social depth
Paired with	Churn, LTV, Funnel, CPI, Session Length

📍Retention is not just a number — it’s your game’s second chance. Make sure players have a reason to return — and something waiting for them when they do.