Compared to regular players, in addition to the ability to deposit, VIP users have a higher participation rate and game retention.
So, how to manage and take care of data-driven VIP players, attracting and retaining their most loyal players is what many game makers are interested in.
The model of taking care of VIP gamers is applied by Zynga.
During the sharing session at GDC 2023, Gemma Doyle, Zynga’s vice president of Player Success, discussed a variety of topics related to improving the game company’s revenue and profitability, such as targeting Target the player with the highest deposit rate.
This expert shared how to build a community of VIP gamers to maintain monthly game downloads with separate care policies. The company has a different size, from small and medium groups, so the policy of caring for the active community of players is also different.
“I am Irish and moved to the US in 2014. At that time, I had been working at Zynga for two years. The main topic that I want to talk about today is the importance of VIP gamer management system for game companies. This is a difficult task and needs many effective synchronous solutions. I have been involved in this work at game companies. These game companies will correctly allocate the budget to each group of account managers and gamers with VIP investments, “said the expert.
Initially, game publishers will determine the advantages that VIP gamers as well as the ability they bring to game publishers (most obviously revenue), eventually the company will find a way to build a VIP system to serve players. and there are special mechanisms to take care of the group of gamers who actively load the game. This is an upgrade process and must have a methodical roadmap.
They build a long-term strategy to bring about practical results.
“2019 was an important year for me at Zynga, I started working directly with the CDO (Chief Data Officer). I reported directly to the Data Manager on how to get more VIP user resources. I suggest that the company needs to have a mode and way to take care of VIP players to keep them and promote them to many others. We then implemented measures such as giving gifts both in-game and in real life through many events, opening exclusive missions for them, and having a lot of VIP-only game content,” said the expert.
With the support of all VIP management system participants, these efforts aim to improve retention, engagement, and monetization from active users. From taking care of VIP customers effectively, the game company’s revenue will increase, there are loyal and willing gamers in the game. The core strategy is to understand the player’s psychology and come up with an effective specific care policy, so that more and more VIP players and they stay with the game longer.
