In the fast-paced world of online gaming, offering a variety of games is just the beginning. The real challenge lies in ensuring that every player finds the right game at the right time while also preserving the thrill of discovering new ones.
MPL recognized that a one-size-fits-all approach was limiting user engagement. Gamers who clicked on ads for a specific game often faced difficulties in continuing that experience seamlessly across the website and app. Additionally, some users struggled to engage with the platform due to challenges in finding relevant games, preferred price points, or personalized offers.
The product manager and the team are featured as one of Upraised's top 50 Game Changers in 2024.
The Challenge: A Fragmented and Impersonal Gaming Experience
As a gaming platform offering access to multiple games and tournaments, MPL identified two key friction points affecting user engagement and retention:
- Lack of Personalization from Ad-Click to In-App Experience
Users clicking on ads for a specific game were often directed to a generic landing page and onboarding experience, making it harder to find their intended game. This disconnect between advertising intent and in-app experience resulted in drop-offs and lower conversions. - Difficulty in Discovering Relevant Games and Offers
Some users faced challenges in finding games suited to their interests, while others disengaged due to pricing mismatches, non-personalized in-app offers, or a lack of tailored experiences. The fragmented user experience led to lower retention and suboptimal monetization.
The Solution: A Data-Driven Personalized Gaming Journey
To enhance user engagement, MPL implemented two key personalization strategies:
Ad-to-App Personalization for a Seamless Experience
Personalized end-to-end user journeys were created, ensuring that interactions with ads led to a cohesive experience across all touchpoints. For instance, if a user clicked on an ad for the Rummy game, their journey from the website to in-app onboarding highlighted:
- Rummy game formats
- Live tournaments
- Relevant offers and pricing
This approach boosted campaign conversions while maintaining the advantages of a multi-game platform, allowing users to explore new games naturally.
Smart User Segmentation for Higher Engagement and Retention
MPL utilized data-driven insights to segment users into distinct cohorts based on their behavior:
- Preferred game categories
- Pricing sensitivities
- Engagement levels
Using this intelligence, MPL personalized: - Game recommendations tailored to individual playing habits
- Dynamic price points to match user preferences and maximize engagement
- Targeted in-app offers that increased participation in tournaments and competitions
The Impact: Higher Retention and Optimized Campaign Performance
By implementing these personalized user journeys, MPL achieved:
- A 60% improvement in projected paybacks for campaigns leveraging personalized touchpoints
- A 3-10% increase in retention across user cohorts, driven by better engagement and tailored experiences
The Team Behind This Feature
Kaushik Subramanian- Product Manager
Sivam Jyotishi- Product Manager
Kaushik & Sivam noticed that users often struggled to find the right games and offers on MPL. A generic experience led to lower engagement and missed opportunities to match players with what they wanted. The MPL team saw an opportunity to solve this with personalized user journeys—using data-driven insights to segment users and optimize touchpoints from ad-click to in-app experience. This ensured higher engagement, better conversions, and longer retention.
As a part of Upraised’s Game Changers, we're on a mission to celebrate high-impact problem solving & celebrate the individuals who brought these innovations to life.
If you're reading this, you're most likely interested in the product space. At Upraised, we help people break into Product Management and grow to Senior Product Managers (SPM) at one tenth the cost of an MBA and without quitting your job.