CONTENT DEVELOPMENT AND MONETIZATION AS A PART OF CUSTOMER RETENTION STRATEGY FOR GAMES AS A SERVICE (GAAS) AT PT. MOBILE ESPORTS INDONESIA

• Main Author: Dzil Ikram, Rafdy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61385
• Institution: Institut Teknologi Bandung

PT. Mobile Esports Indonesia is a mobile gaming publisher and developer mainly focusing on Rewardable esports genre. They are a multinational company, nascent in their market, but offers a new frontier for Indonesian gamers where they can earn income from competing in video game tournaments. Besides the game, their main selling product is Diamond, an in-game currency that can purchased by players to enter in-game competitions. Diamond is also given as a reward for winning competitions and can be liquidized into real money. One of the problems that they encountered is the increase of user churns and gradual loss of user retention. Through the Product team, it was discovered that new players felt foreign with the game’s genre. They did not spend enough time with the game, or had enough reason to play it, hence they failed to unravel its value proposition. With this comes the problem of decreasing cash depositor rate, and average transaction of users. PT. Mobile Esports Indonesia tried to solve the issue by releasing a new game feature called Missions. Using cohort analysis of the user retention data from before and after this new feature was released, Missions helped to improve user retention but failed in converting free-playing users into paying-users or failed to persuade their users to deposit their cash into the game. This research used product development strategy and plan business strategy through a detailed product roadmap, to keep Missions as their primary retention tool, push their esports enabler brand identity as business strategy, and interact more with users to create two-way communication. From the research it is discovered that Missions is more effective than its previous iteration but needed more complimentary features based on user behaviour types in order to push for more purchase frequency.