E&R A23 Poker

Engagement and Retention

Product : A23 Poker

My product is a real money gaming poker application, where people put in real cash for the thrill it gives them - be it making money, defeating someone, being at the brink of losing it all and winning it back.

People play games all the time to pass time but when money comes into the picture, things get serious - "Skin in the game".

A23 Poker provides the best online gaming experience of the popular card game 'poker' for its enthusiasts in the most reliable, trust worthy, non-intrusive way.

Core value proposition

Poker enthusiasts want a safe and reliable platform to experience the thrill of playing anytime from anywhere.

It does so by providing -

Fair gameplay (Fraudsters, are they colluding on the table?)
Safe / secure money (deposit/withdrawal)
Access to different variants and prize winnings across formats
Seamless gameplay and onboarding experience

"A23 Poker provides a trusted ecosystem to experience in-person poker online for fun and real money."

How do users experience it repeatedly -

Free games played with familiarize with the game
New tournaments with free entry or huge prize money (daily/weekly)
Play anytime Cash Tables with similar skilled players
Add-On loyalty and rewards

Natural Frequency

Casual: 4 - 5 times a month
Core : 1 - 2 times a week
Power : 6 - 7 times a week

Best engagement framework

No. of buy-in (money used to play the game / week)The more games the player play the more rake we take from each game played + amount played with - revenue impact
Tournaments registered / month - The more a player plays tournament, the more he engages with the ecosystem. This also builds trust and exposes player to a larger audience in the platform.

Define

Actions for active user

Free User :

No. of games played daily/ weekly or monthly basis
Free Tourneys registered for
Frequency - 4 - 5 times a month

Converted User :

Rake generated on weekly or monthly basis
Cash Tournaments registered for weekly
Frequency : 4 -5 times a week

Segmentation

Based on Natural Frequency

Casual - Plays games 1-4 times a month (Avg session : 15 min )
Core - Plays 1-2 / week (Avg session : 30 min)
Power - Plays 6-7 / week (Avg session : 1 hr )

RFM grid

Engagement | Product Hook


Goal	Drive add deposits to wallet -> play more games
Success Metric	Rake generated / month
Problem Statement	Once a players losses their initial buy-in amount they don't add further money to continue playing
Current Alternative	In-game Bonus cash upon depositing
Solution	Rakeback - Money rewarded back to the user based on frequency and monetary value played
Metrics	Rake / player Rakeback claimed No. of deposits / month Avg value of deposits No. of player playing higher bet variant
Ramp up milestones	Avg games played -> Consecutive Deposit -> Higher Bet

Engagement Campaigns

	Campaign 1	Campaign 2	Campaign 3	Campaign 4	Campaign 5
Type of User	Bonus Claimed / No Cash Added	Only Tournament players	High Value Player	Casual Players	Core players
Goal of the Campaign	Nudge first purchase	To increase cash tourney registrations	Increase rake generated	Nudge casual to core players	Nudge core to plower (Cash table players to Tourneys)
Pitch	Get 100% bonus on minimum deposit of 100	Prizes worth 10 lakhs in weekly Tourneys	Play more win more - Get rake back upto 15% on	Get rakeback upto on 15% on higher bets	Get higher rewards with same entry fees
Offer	Bonus	High Reward	Bonus cash in terms of rewards	Bonus cash rewards	Tourney prize winnings
Frequency and timing	Initial Bonus consumed / game end	Once a week / post last registered tourney result	On table nudge on rakeback progress every take seat	App launch / re-login 1-2 week	Exit table on cash game
Success Metrics	First purchase	No. of cash tourney registered / month	No. of Hands played by player	No. of user switching to higher bet	No. of Tourney registrations / month

Retention

Core Metric

Retention
D0
D7
D30
D60
Users playing games
41%
28%
17%
16%

Retention	D0	D7	D30	D60
Users playing games	41%	28%	17%	16%

Flattening of Curve

Retention curve flattens around Week 3 to 4 - D28
Post 13 sessions we can consider a user to be retained for higher LTV

Microscopic View

Which ICPs Drive the best retention?

- High value players raking 10k+ with deposits ranging from 30 k - 1 lakh drive the best retention


ICP NAME	Arjun	Ramesh
Age	28	42
Location	Coimbatore	Gwalior
Company	Business Manager / Professional Poker Player	Business / self employed
Income /month	Rs. 60-120K	Rs. 3-5 L
Marital Status	Un married	Married / Kids
Things they are interested in	Travel / Sports / Gym / Read	Food / Shopping / Sharing & watching News
Where do they spend time & money	Fashion Brands / Poker community & events / Social Media/ Dating / Casinos	Local media apps / News / Family Time / Shopping / Markets
Pain Points	Main source of income and want to play with good players and platforms with high price pools and trust	Has extra money to spend / part of card playing culture / wants a safe and accessible platform
Buying Power	High stakes / Med risk player / high appetite	Well Off / Gambler / High Risk player / high appetite
Channel	Community / Peers	TV Ads / social media
Decision to Sign Up	Plays on multiple apps / Rewards system / Opponent players / Trusted ecosystem	Brand & trust factor / Easy of onboarding
Frequency of Use / hrs per week	20 -30 hrs	10 - 15 hrs

Which Channels drive the best retention?

Whatsapp
Mobile push notifications

Sub features driving retention

Tournaments
Rakeback
Leaderboard

Define

Top reasons for churn

Losing money regularly due to low skill
Lack of trust with players / platform
Technical issue faced
Higher rewards on other platforms
Busting on first deposit quickly
Not able learn how to play
Lack of feature visibility
Lack of trust with players / platform

Voluntary Churn	Involuntary churn
Learning to play	One time technical issue faced
Product Stability	Losing money / winning%
Lack of engagement with existing features	Busting on initial deposit
Lack of trust with players / platform	Higher rewards / bonus on other platforms

Negative Actions to look for ?

Redeem Amt / placed frequency (taking winnings to account)
Customer Support tickets raised
NPS score
Notifications off / Unsubscribed email
Bonus unclaimed
Reduced gameplay and participation in tournaments

Resurrection Campaign

	Campaign 1	Campaign 2	Campaign 3	Campaign 4	Campaign 5
Type of User	Bonus Unclaimed	Continuous redeeming player	App kill / Trust issue	Notifications off	Reduction in gameplay
Goal of the Campaign	Nudge user to claim free reward for continued gameplay	To incentive keeping money in game wallet	To build trust with new updates	To communicate no spam information	Reactivate active players
Pitch	There's something free waiting for you in your basket claim now	Happy Hours available cancel redeem now!	Say bye bye to bugs, enjoy improved game experience with real time fraud detection	Hey! sorry if it felt like were spamming you..its just that we've cooked a lot of things from last time..you can unsubscribe us any time if you want	We're giving twice as many winnings twice number of times..don't miss out!
Offer	Bonus cash reward	Low rake	Bonus cash in terms of rewards	Transparency / Accountability	Exciting rewards
Frequency and timing	Every 3 days post bonus issue	Post redeem is placed once per login	7 days post inactivity once a week / 30 days	Once a month post unsubscribe	Upon login / announcement of big tournament
Success Metrics	Bonus Claim	Cancel redeem No. of times money rotated in the system	App launch / Buy-in post last login	Subscription Conversion / reactivation	No. of games played / Tournament registration