Playtika CEO Robert Antokol interview — Why player retention matters now

Robert Antokol, CEO of Playtika, believes we’re in the middle of the revolution. But when he describes what it is, it can sound like old news. Antokol believes mobile games and other types of games can benefit from strategies around retention, or keeping existing players happy.

Game companies can drive retention higher with live operations (live ops), such as tournaments or holiday events or other new content in existing games. Keeping your existing players happy is better than spending a lot of money on acquiring new players, who may or may not stick around and who may or may not spend money. Antokol said Playtika — which is valued at around $7 billion as a public company — never grew its business by spending a lot on user acquisition.