Are your traditional retention metrics useless?

At Kabam, we believe that the commonly used retention benchmarks today are holding the mobile gaming industry back.

Traditional retention metrics simply do not provide utility for where our company and the broader industry is heading. We are so confident in this belief that we have shifted our entire company strategy away from using traditional Day 1 to Day 90 (D1-D90) metrics. This was not a trivial decision—we have hundreds of millions of dollars invested into our vision of the future. But our results to date show great promise: the first game born from our new strategy, Marvel Contest of Champions, is on track to be the most popular Marvel-based video game of all time across any gaming platform, and it continues to grow its key audiences 18 months after launch.