The 6 stages of a free-to-play social gamer

Social-game developers have a tough challenge trying to keep people coming back to their title for as long as possible, but no one strategy is going to hook everyone — and that’s where Optimove wants to help.

Optimove is a retention and marketing firm that has broken down social-game players into six major categories and provided a look at some of the actions that developers can take to win them over and maximize lifetime value. While a big part of the free-to-play space is obsessed with user acquisition and the costs of marketing, more studios are starting to put their efforts into retention and understanding their customers instead because it’s more cost-effective. And Optimove wants to make it even easier.