Sticky Factor (also known as Stickiness) measures how often players come back, not just whether they return — but how regularly they play.
It reflects habit, not just interest.
1️⃣ Definition
Metric | Formula |
Sticky Factor | DAU ÷ MAU |
📍Example: DAU = 100,000, MAU = 500,000 → Sticky Factor = 0.2 (20%)
2️⃣ Why Sticky Factor Matters
Use Case | What It Reveals | Design Insight |
Engagement depth | How often players log in | Are you building habit, or just one-time interest? |
Retention quality | D1–D30 may return, but are they daily? | Do your loops feel incomplete without logging in? |
Monetization potential | More sessions → more spend opportunities | Can daily value lead to better LTV? |
LiveOps ROI | Measures how often players can see events | Are players present when content goes live? |
📍High retention + low stickiness = passive game. High stickiness + low retention = habitual but short-lived.
3️⃣ Interpreting Sticky Factor
Sticky % | What It Means |
< 10% | Low — players rarely return |
10–20% | Moderate — casual engagement |
20–30% | Strong — habitual play |
30%+ | Excellent — daily rhythm game |
📍Stickiness is genre-dependent. Idle/casual = 10–20%. Midcore/social = 25–35%. MMOs = 35%+
4️⃣ How to Improve Stickiness
Mechanic | Design Goal |
Daily login rewards | Immediate reason to open the game |
Streak bonuses | Habit reinforcement via loss aversion |
Session goals | Low-effort daily targets: “Win 3 battles” |
Energy systems | Scheduled re-engagement when refilled |
LiveOps & events | Rotating reasons to return |
Social loops | PvP, guild help, gifting — peer pressure |
Push notifications | Timed nudges based on behavior |
📍Don’t force the habit — design a rhythm worth returning to.
5️⃣ Sticky Factor vs Other Metrics
Metric | Focus |
Sticky Factor | Session frequency (DAU ÷ MAU) |
Retention | Session recurrence after install (D1, D7…) |
Session Count | Raw number of logins per user |
ARPDAU | Monetization per active user per day |
📍Stickiness = how often. Retention = how long. Session design = what happens inside
✅ Sticky Checklist
Do players have a reason to log in daily?
Are short daily sessions designed, not accidental?
Do you offer streaks, time-gated goals, or time-limited rewards?
Are LiveOps events synced with typical player schedules?
Does each session build anticipation for the next?
Summary
Term | Sticky Factor |
What it shows | How often players return relative to your total base |
Why it matters | Predicts habit, session frequency, and monetization efficiency |
Improved by | Dailies, LiveOps, social triggers, streaks, FOMO |
Ideal range | 15–30% depending on genre |
📍Sticky Factor is the final proof of loop strength. Players didn’t just return — they made time to return.