Profit Optimizing Churn Prediction for Long-Term Loyal Customers in Online Games

Lee, Eunjo; Kim, Boram; Kang, Sung Gwon; Kang, Bongkoo; Jang, Yoonjae; Kim, Huy Kang

doi:10.1109/tg.2018.2871215

Cited by 27 publications

(6 citation statements)

References 30 publications

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“…Since it consists of the number of True Positives (TPs) and False Positives (FPs), this metric was chosen to represent a profit increase in churn retaining campaigns. As proposed by (Lee et al 2018), the profit can be calculated using an equation similar to Eq. 7, where CLV is the expected customer lifetime value, γ is the rate of retained players in the churn retaining campaign, and C is the campaign's cost.…”

Section: Experimental Protocol and Resultsmentioning

confidence: 99%

Optimizing Profit by Mitigating Recurrent Churn Labeling Issues: Analysis from the Game Domain

Humenhuk

Kummer

Paraíso

2021

AIIDE

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Churn can be interpreted as customer defection and can be considered one of the most critical challenges in the Game Analytics domain because of its impact on the game industry's profit. When predicting churn, the first step is defining what is considered churn, which can change depending on the players' behaviors and approaches. This work studied related works and revealed two recurrent issues in the labeling process: limitations on the adopted labeling approaches (1) and the static definition of churn (2). To mitigate the first issue, an individualized labeling approach was deployed. To address the second one, a novel evaluation method, based on the impact of a change in the churn definition, was proposed. This method allowed the proposition of two new labeling approaches, which were included in the analysis. By comparing the labeling approaches in two games using a profit perspective, it was identified that the new ones present statistically significant benefits compared to the traditional ones. Regarding the evaluation method, its usage can justify when the redefinition of churn and the classifier's retraining should happen to improve profit. The results are valuable for the game context, potentially extended to other contexts by delivering more reliable labels and more validated classification performance.

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Section: Experimental Protocol and Resultsmentioning

confidence: 99%

Optimizing Profit by Mitigating Recurrent Churn Labeling Issues: Analysis from the Game Domain

Humenhuk

Kummer

Paraíso

2021

AIIDE

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“…Lee et al proposed a model that optimizes profit by predicting churn of loyal customers who provided a lot of profits for a long time in AION, it confirmed that this method is more cost-effective than performing the churn prediction from the entire users after applying to the actual game environment [14].…”

Section: Related Workmentioning

confidence: 96%

Oldie is Goodie: Effective User Retention by In-game Promotion Event Analysis

Kim

2019

Extended Abstracts of the Annual Symposium on Computer-Human Interaction in Play Companion Extended Abstracts

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For sustainable growth and profitability, online game companies are constantly carrying out various events to attract new game users, to maximize return users, and to minimize churn users in online games. Because minimizing churn users is the most cost-effective method, many pieces of research are being conducted on ways to predict and to prevent churns in advance. However, there is still little research on the validity of event effects. In this study, we investigate whether game events influence the user churn rate and confirm the difference in how game users respond to events by character level, item purchasing frequency and game-playing time band.

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“…These numbers include players who quit before starting the game and therefore add up to 3184. Player retention and churn in online gaming is a complex problem [40], which has been shown to vary across user populations [41], [42]. We can only hypothesize which factors account for differences in observed churn between Asia and Europe, taking into consideration difference in popularity across game genres with greater acceptance of slower-paced and more exploratory games in Asia, as well as differences in escapism (a factor under 'immersion' [32]), or social achievement compared to social interaction.…”

Section: A Implementing the Campaignmentioning

confidence: 99%

Implementation and Analytics of the Distributed Eco-Driving Simulation iCO₂

Hollerit¹,

Prendinger

Jain³

et al. 2021

IEEE Access

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We describe iCO 2 , a simulation platform for collecting driving behavior data. It is designed as the first massively multiplayer online game for mobile devices to practice eco-friendly driving. It facilitates the collection of large-scale data on driving behavior to better understand compliance and incentive mechanisms for eco-driving and users' preferences. We present the results of a campaign with iCO 2 that used a game promoter to attract 2455 users. The results are described from three angles: (1) types of drivers are identified by clustering driving behavior; (2) types of players are identified by relating players' interaction with game elements and their driving behavior; (3) by looking at longer sessions, we demonstrate that players who show eco-unfriendly behavior at the beginning of the session improve their eco-driving behavior throughout their playtime.

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Profit Optimizing Churn Prediction for Long-Term Loyal Customers in Online Games

Cited by 27 publications

References 30 publications

Optimizing Profit by Mitigating Recurrent Churn Labeling Issues: Analysis from the Game Domain

Optimizing Profit by Mitigating Recurrent Churn Labeling Issues: Analysis from the Game Domain

Oldie is Goodie: Effective User Retention by In-game Promotion Event Analysis

Implementation and Analytics of the Distributed Eco-Driving Simulation iCO₂

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Profit Optimizing Churn Prediction for Long-Term Loyal Customers in Online Games

Cited by 27 publications

References 30 publications

Optimizing Profit by Mitigating Recurrent Churn Labeling Issues: Analysis from the Game Domain

Optimizing Profit by Mitigating Recurrent Churn Labeling Issues: Analysis from the Game Domain

Oldie is Goodie: Effective User Retention by In-game Promotion Event Analysis

Implementation and Analytics of the Distributed Eco-Driving Simulation iCO2

Contact Info

Product

Resources

About

Implementation and Analytics of the Distributed Eco-Driving Simulation iCO₂