Player Dormancy Rate

Related KPIs

Player Dormancy Rate Interpretation

High player dormancy rates indicate a lack of engagement, which can lead to declining revenue streams. Conversely, low rates signify active players who are likely to contribute to revenue through in-game purchases or subscriptions. Ideal targets typically fall below a 20% dormancy rate, suggesting a healthy level of player interaction.

• <10% – Excellent engagement; players are highly active
• 10–20% – Acceptable; monitor for potential churn
• >20% – Concern; requires immediate investigation and action

Player Dormancy Rate Benchmarks

• Mobile gaming average: 15% (Newzoo)
• PC gaming average: 18% (Statista)
• Console gaming average: 12% (NPD Group)

Common Pitfalls

Many organizations overlook the importance of player engagement metrics, leading to misguided strategies that fail to address underlying issues.

• Failing to segment players based on behavior can mask critical insights. Without understanding different player types, targeted retention strategies may miss the mark, resulting in higher dormancy rates.
• Neglecting to analyze feedback from dormant players prevents organizations from identifying root causes. Ignoring this feedback loop means missing opportunities to improve user experience and re-engage players.
• Relying solely on surface-level metrics can lead to misinterpretation of player behavior. A focus on revenue alone may obscure the need for deeper analysis into player satisfaction and engagement.
• Overcomplicating onboarding processes can deter new players from fully engaging. A confusing or lengthy onboarding experience may lead to early drop-offs, contributing to higher dormancy rates.

Improvement Levers

Enhancing player engagement requires a multifaceted approach that addresses both player experience and retention strategies.

• Implement personalized communication strategies to re-engage dormant players. Tailored emails or in-game notifications can remind players of what they’re missing and encourage them to return.
• Utilize data analytics to identify patterns in player behavior. Understanding when and why players become dormant allows for targeted interventions that can reignite interest.
• Enhance game content regularly to keep players engaged. Introducing new features, levels, or events can attract lapsed players back into the game.
• Incorporate loyalty programs to incentivize continued play. Rewarding players for consistent engagement can improve retention and reduce dormancy.

Player Dormancy Rate Case Study Example

A leading mobile gaming company faced a growing concern as its Player Dormancy Rate reached 25%. This alarming figure indicated that a significant portion of their player base had stopped engaging with their flagship game, jeopardizing future revenue streams. The company initiated a comprehensive analysis of player behavior, identifying key factors contributing to the drop-off, including lack of content updates and ineffective communication strategies.

To combat this issue, the company launched a targeted re-engagement campaign, focusing on personalized messaging and exclusive in-game events. They segmented dormant players and tailored communications to address their specific interests and concerns. Additionally, they introduced new game features and regular content updates to enhance the overall player experience.

Within six months, the Player Dormancy Rate decreased to 15%, showcasing the effectiveness of their strategies. The company also noted a significant uptick in in-game purchases from returning players, further solidifying the positive impact of their initiatives. This turnaround not only improved revenue but also reinforced the importance of continuous engagement in maintaining a healthy player base.