Engagement & Retention project | PLAYO

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Engagement & Retention project | PLAYO

Understand Your Product

Understanding the Product

Playo helps users book venues to play sport and also find new members to play as well. It's a digital platform (website/app) primarily focused on sports enthusiasts, enabling them to not just discover and book a time to play their favorite sport, but also to engage as a sports community and grow.

One stop solution for all your sport needs

✅ Booking sporting venues
✅ Finding players / groups to play
✅ Training to become a pro

The Primary users of Playo App

Players (People who book / play a sport through the app)
Venue Partners (People who own and list sports venues on the app)

For this exercise, we will not consider Venue Organizers. We will focus on the B2C side of E&R

Players ~ Let's take a look at the type of users of the app

User Segment	Description	Key Needs	Key App Feature/s used
Urban Professionals	Working individuals (25–40 years) seeking casual sports for fitness/socializing	Convenient booking, flexible timings, and reliable venues.	Booking Venue, Finding Players / Game Partners
Amateur Teams / Leagues	Semi-organized groups (Ex: weekend cricket / football teams)	Bulk booking, team management tools, and tournament participation.	Pre Booking Venue, Managing Groups
New Sport Enthusiasts	Millennials / Gen Z exploring trending sports (Ex: pickleball, squash, snooker)	Discover new sports! Try to learn / connect with the game, players, and join events.	Discovering Sporting venues
Event Organizers	Corporates or individual groups - exploring organizing tournaments/team-building activities.	End-to-end event management, venue partnerships, and branded experiences.	Discovering sporting venue information

CORE VALUE PRPOSITION FOR USERS

Convenience: Easy to Book courts, instantly / anytime, with updates on real-time availability.
Community: Ability to find players, join a group or team, or compete in leagues tailored to one's particular skill level.
Varied Options / Choice: Choose and access a wide network of trusted venues and trending sports, across categories.
Engagement: Stay active and build friendships through shared passions and interests.

USER EXPERIENCES - A bit more detail on how users are unlocking core value prop

Core Value Proposition	Key Features	User Benefit
Sport & Venue Discoverability, Venue Booking	Real-time venue availability & filters (location, sport type, price).	Eliminates venue-hunting hassles with instant, transparent access.
	Transparent pricing (hourly rates, amenities like showers/ heated pools, ACs etc)	Reduces decision fatigue; users trust no hidden costs.
	Instant booking with minimal advance payment (200 INR)	Low commitment barrier; encourages spontaneous play.
	Easy cancellations & refunds (Reusable in wallet or auto-processed within 24 hours)	Builds trust and flexibility for unpredictable schedules.
Player Connections & Matching Tags	Skill-based matchmaking (beginner, intermediate, pro)	"I" can choose whom to "pay with" Ensures balanced, enjoyable games for all skill levels
	Flexible scheduling (choose dates/times)	Aligns with users’ busy urban lifestyles and choices
	Host games with participant vetting (approve/deny players)	Empowers hosts to curate safe, competitive groups. Adds a layer of security as well!
	Create/join sports groups (Ex: “HSR Table Tennis Group”)	Fosters community loyalty and repeat engagement
	In-app chat & player profiles (bio, ratings, history)	Builds accountability and social bonds - An insight into who you are teaming up / going up against.
All Essential Activities (for dopamine, for peace, for flexibility)	Activity dashboard (All data points - sessions booked, hours played, calories burned)	Motivates users with progress tracking, group discipline / streaks and fitness goals.
	RSVP tracking for upcoming games (reminders, attendance list)	Simplifies logistics for organizers and players. Give something to look forward to.
	Real-time alerts (booking confirmations, game updates, weather changes)	Reduces no-shows, easy navigation, and less miscommunication.
	Personalized suggestions (trending sports, nearby players, skill-matched events)	Drives curiosity to try new things - more exploration and habit formation through tailored experiences.

Natural Frequency

User	Frequency	Details - Feature used + Action taken
Casual	1-2 times a month	Easy to find sport Easy to book venue Casual Users use Playo to occasionally to catch up on a game of badminton with friends or go for a swim.
Core	1-2 times a week	Booking venue Creating groups Creating a game as a host Core users use Playo to book venues for weekends, or create games to connect with players to play at convenience.
Power	4-5 times a week	Booking Venue Creating Game & Finding Players Tracking Activity Dashboard Power users use Playo daily to book venues and host games. Mainly engage with the community that they are now part of.

User Insights

Bhushan: Plays football with office colleagues every Friday and Saturday evenings. The timings are fixed, and the bookings are done weekly on Monday. One person books and shares it in the Playo group - This also helps in splitting and sharing the money spent among every participant. The mutiple features available in the playo app helps to keep all details in one place.
Mourya: Plays Badminton regularly - Usually on 2-3 evenings every week post office work. Off late, has also started playing pickleball on weekends. Uses the app primarily to book the venue and share the location.
Chaithra: Plays Badminton for leisure on weekends. Books court based on schedule since Her Husband is her partner in crime - while also getting friends to join for one of the days in the weekend. Primary action is to book a game at convenience.

Engagement Framework

Considering the value prop, user experiences and user insights, we can conclude that

The primary engagement framework for PLAYO is Frequency - Number of bookings done per week / Number of games played per week.
The secondary engagement framework for PLAYO is Breadth - The number of features used on the platform.

Market Research - Size, Positioning, Trends, Competition, FIRST MOVER ADVANTAGE

Market Size & Growth:

India’s sports-tech market is valued at $1.2B in 2023, growing at 18% CAGR yoy.
70% of urban Indians struggle to book sports facilities due to fragmented supply (McKinsey 2022).
Playo operates in 15+ cities, with Bangalore (30% revenue) and Delhi-NCR (25%) as top markets - BLR, Delhi, Mumbai, Chennai, Hyderabad
Huge opportunity and untapped potential seen in Tier 2 cities - Pune, Ahmedabad, Kochi

Positioning:

Leadership in Niche: Playo dominates the sports-venue booking segment with 60% market share.
Community-Centric: Over 50,000 games organized monthly via the app, fostering peer networks.
Tech Edge: AI-driven dynamic pricing and real-time availability reduce booking friction.

Key Trends:

Rise of Interest in Pickleball sport: 200% YoY growth in bookings (2023 to 2024)
Increased Corporate Wellness: 40% of B2B revenue comes from team-building packages

Major Competitors:

Fitso
- Focus: Multi-sport booking + coaching.
- Revenue (2023): ~₹50 crore
- Shortcomings: Limited community features and venue network (500+ vs. Playo’s 1,500+).
Sportz Village
- Focus: School programs + B2B facility management.
- Revenue (2023): ~₹80 crore
- Shortcomings: Minimal to no B2C app engagement - Not a core focus for the business
Cult.Fit - CultPlay
- Focus: Sports bundled with fitness subscriptions.
- Revenue (2023): ~₹120 crore
- Shortcomings: Broad focus dilutes sports specialization, no concrete pitch to convince user, lack of venue / facility partnership.
Hudle

Focus: Sports venue booking, event management, and coaching
Revenue (2023): ~₹30 crore
Shortcomings: Lack of Presence across cities with Venue offerings.

Please Note: Fitso got acquired by Cultfit - Still, the competition is listed individually considering Fitso web & app function with same brand name & support bookings.

FIRST MOVER ADVANTAGE - How Playo stands out as compared with competition -

Factor	Playo Advantage	Competitors
Venue Network	1,500+ venues ( Present in 15 cities)	Fitso: 500+, CultPlay: 300+
Community Features	Player matchmaking, leagues, teams, Dynamic Pricing	Fitso: Basic team tools
Revenue Diversity	70% bookings, 20% events, 10% B2B	Sportz Village: 80% B2B, Fitso: B2C
User Retention	35% M1 retention	Industry average: 25%

How does Playo make Money? The Revenue Streams

👉 Commission Fee on Bookings

👉 Advertising

👉 B2B Partnerships with Corporates

👉 Organizing Events (Football / Cricket Tournaments)

Why is Playo currently winning the Game in this Niche space?

User-Centric Design: Simplifies booking and fosters community, addressing key pain points of users.
Scalable Model: Leverages partnerships with venues and users for low-cost growth - High WOM, Low negativity.
Diverse Revenue Streams: Balances B2C and B2B monetization for sustainable growth - B2C with players and users, B2B with venue partners and corporates.

Customer Segmentation

build your ICP's- by now you know how to do that in a tabular format as done in earlier projects and segment the users, think about why you are segmenting and what is the goal of your product and segmentation

ICP Type	Demographics	Behavior	Pain Points	Monthly Spend	Features Used	Willingness to Pay

Casual User	25–35 yrs, Tier 1/2 cities	Plays 1–2 times/fortnight Price-sensitive uses basic features.	Limited venue info, budget constraints.	₹500–1K	Basic booking	Low
Core User	25–40 yrs, Tier 1 cities	Plays 2–3 times/week Balances sports with gym Focuses on skill development.	Difficulty matching skill levels; fragmented activity tracking.	₹1K–2K	Venue Booking, Matching with Skill based players	Medium
Power User	25–40 yrs, Tier 1 cities	Plays 4–5 times/week Uses app daily for goal tracking Builds streaks, and uses group features	Struggles with finding reliable groups and last-minute cancellations.	₹2K–2.5K	Game Time, goal setting, peer feedback	High

ICPs

Criteria	ICP 1	ICP 2	ICP 3
Name	Chetan	Shwetha	Raj
Age	25-30	30-35	35-40
Salary	50k-1L	1L-2L	1.5L - 3L
Martial Status	Single	Married, mom with a 3 yr old kid	Married with a kid
Demographics	Bangalore	Bangalore	Pune
Where do they spend time	YouTube, WhatsApp, OTT, LinkedIn, Spotify	YouTube, Whatsapp, Big Basket, Nykaa, LinkedIn, Spotify	OTT, Malls, LinkedIn, YouTube, WhatsApp
Need	Play a sport and hangout - To Have fun / play a Passionate & competitive game post office hours	A break from the hectic routine. Need a recreation activity once a while	Stay Active
Current Lifestyle towards fitness	Active in the gym - CultFit member	Slowly getting back fitness regime after having the kid - Into Yoga and jogging	Try to do yoga at home / go for morning walks in the gated community
Pain Point	1. Unavailability of friends or colleagues at the last moment leading to cancellation of booking. Decides to play badminton and chill on select days of the week, look out for a cheaper booking center that's available.	Previously played sports actively - weekend games were a norm. Intends to take a break with a game of Badminton or an hour in the swimming pool but weekend plans are unpredictable	Hectic Work Schedule - Try to make some time to play with society friends. You need body movements and feel sport is the best way to keep up with
Time / Money	Money	Time	Time
Solution	An app that let's you reschedule your bookings, and also has flexibility for you to find a venue based on your location	Find a platform that offers flexibility in choosing suitable time and venue to book a slot as per convenience	An app that let's me pre-book and plan my schedule ahead in time - Playing on one of the weekdays / weekends
Most used Feature on Playo	Searching Venue basis of sport	Search for venue & facility details	Pre-book a single venue and use the reschedule feature
Other features used on Playo	Sports Groups, Create game,	not much	Calendar, playpal
Frequency of use	High (4-5 times a week)	Low (1-2 times a month)	Medium (1-2 times a week)
Average Spend on the product	INR 3000 / Month	INR 1000 / Month	INR 2000 / Month
What do they hate the most about using PLAYO	Search bar - hasn't changed or been adopted well. Lack of filters option and bugs in search bar even after 6 years of scaling the product..	NA.. happy with what it offers	UX... it feels all over the place. And, the lack of ease in doing a rebooking.. it's not there at all... you have to go back to the same process of favorites and then select and book.

What do we infer from the ICP insights?

The power/core users find the product to be prioritized for ease of most necessary actions - Booking, Finding players etc.
The product delivers on the JTBD, but for it to continue doing the same, there needs to be improvements in the features built to do the JTBD more seamlessly.
User segmentation indicates clear need for engagement campaigns for Core and Casual users.

Product hook and engagement campaigns

Answer the list of questions in the project guide to determine your hook. This is not a compulsory section; you can opt for it or always revisit it later.

Write down or mention at least 5 engagement campaigns to drive engagement.

PRODUCT HOOK

Turn Any Day into Game Day: Instant Bookings, Any time venue discovery, Find your skill companion - all of this with a tap on your device!

Primary Hooks:

Trigger: Play sport, Community FOMO, Stay Active or Train to be better at the sport

Action: Book venue, Join group, Create / Host game

Reward: Karma Points (Discounts), Weekly goal / streak

Investment: Engaging with community, Quality time spent with friends

Engagement Campaigns

1st Campaign: "Weekend Play Pass"

The Offering: Flat ₹499/weekend pass for 2 bookings (Sat + Sun) at partner venues.
Target: Casual users → Core Users (Tier 2 cities)
Hook: “Weekends Made for Play! Book 2 games for the price of 1.”

User Segmentation	The Why/Context	Campaign Pitch/Messaging	Campaign Goal	Exclusive Offers	Channels of Communication	Frequency of Reach out
ICP: Casual Users (Tier 2)	Tier 2 users face indecision for weekend plans. Bundling reduces friction and introduces an affordable time and money investment mindset with partner venues.	“Weekends Made for Play! Book 2 games for the price of 1.”	Increase weekend bookings by at least 30% MoM Convert casual → core users (≥2 bookings/week).	Flat ₹499 Weekend Pass with 2 bookings (Sat + Sun) at partner venues.	Push notifications, SMS, in-app banners.	No spam ~ Just a Weekly nudge (Thursdays for weekend planning).

User Segmentation

The Why/Context

Campaign Pitch/Messaging

Campaign Goal

Exclusive Offers

Channels of Communication

Frequency of Reach out

ICP: Casual Users (Tier 2)

Tier 2 users face indecision for weekend plans.

Bundling reduces friction and introduces an affordable time and money investment mindset with partner venues.

“Weekends Made for Play!
Book 2 games for the price of 1.”

Increase weekend bookings by at least 30% MoM
Convert casual → core users (≥2 bookings/week).

Flat ₹499 Weekend Pass

with 2 bookings (Sat + Sun) at partner venues.

Push notifications, SMS, in-app banners.

No spam ~ Just a Weekly nudge (Thursdays for weekend planning).

2nd Campaign: "Playo Progress Club"

The Offering: Tiered rewards for completing 4 bookings/month
- Level 1 (4 bookings): Free equipment rental + 10% off next booking.
- Level 2 (6 bookings): 1 Priority access in peak-hour slots for the month.
- Level 3 (8 bookings): Free Game Time pass (join 3 premium games).
Target: Casual users → Core Users
Hook: “Level Up Your Game. Earn rewards every time you play!”

User Segmentation	The Why/Context	Campaign Pitch/Messaging	Campaign Goal	Exclusive Offers	Channels of Communication	Frequency of Reachout
ICP: Casual → Core (Tier 1)	Casual users (1–2 bookings/month) need achievable milestones to build consistency. Urban users value peak-hour access and rewards. (Catering to Lifestyle)	“Level Up Your Game. Earn rewards every time you play!”	Increase bookings to 4+/month from 1-2/month Introduce core features and give a sample experience (Game Time, priority slots)	Tiered Rewards Level 1 (4 bookings): Free equipment + 10% off. Level 2 (6): Priority slots. Level 3 (8): Free GameTime pass.	In-app dashboard, email reminders, push notifications. If opted for Whatsapp, only reachout when reward is unlocked.	Bi-weekly reminders + milestone alerts

User Segmentation

The Why/Context

Campaign Pitch/Messaging

Campaign Goal

Exclusive Offers

Channels of Communication

Frequency of Reachout

ICP: Casual → Core (Tier 1)

Casual users (1–2 bookings/month) need achievable milestones to build consistency.

Urban users value peak-hour access and rewards. (Catering to Lifestyle)

“Level Up Your Game. Earn rewards every time you play!”

Increase bookings to

4+/month from 1-2/month

Introduce core features and give a sample experience (Game Time, priority slots)

Tiered Rewards

Level 1 (4 bookings): Free equipment + 10% off.
Level 2 (6): Priority slots.
Level 3 (8): Free GameTime pass.

In-app dashboard, email reminders, push notifications.

If opted for Whatsapp, only reachout when reward is unlocked.

Bi-weekly reminders + milestone alerts

3rd Campaign: "Skill-Up Saturdays"

The Offering: Weekly skill-based matches with leaderboards; winners earn “Pro Pass” discounts (15% off next 4 bookings).
Target: Core users → Power Users
Hook: “Climb the Leaderboard. Play better, win rewards.”
Why: Incentivizes skill growth and recurring bookings. Drives WOM and Community participation

User Segmentation	The Why/Context	Campaign Pitch/Messaging	Campaign Goal	Exclusive Offers	Channels	Frequency of Reachout
ICP: Core Users → Power Users	Core users want skill growth and recognition - offer them something to hold on to and still experience delight!!	“Climb the Leaderboard. Play smarter, win rewards.”	Boost weekly engagement + community retention.	Pro Pass discounts (15% off next 4 bookings for top 3 leaderboard players) Later, move from discount rewards to skill rewards - Eligibility to compete with coaches / sports pros	App notifications, Instagram Stories, email.	Weekly (every Saturday).

User Segmentation

The Why/Context

Campaign Pitch/Messaging

Campaign Goal

Exclusive Offers

Channels

Frequency of Reachout

ICP: Core Users → Power Users

Core users want skill growth and recognition - offer them something to hold on to and still experience delight!!

“Climb the Leaderboard. Play smarter, win rewards.”

Boost weekly engagement + community retention.

Pro Pass discounts

(15% off next 4 bookings for top 3 leaderboard players)

Later, move from discount rewards to skill rewards - Eligibility to compete with coaches / sports pros

App notifications, Instagram Stories, email.

Weekly (every Saturday).

4th Campaign: "Streak Squad"

The offering: Reward users who book 4+ times/week with exclusive perks:
- “Skill upgrade Badges” Amateur to Intermediate to Advanced to Pro (shareable on social media),
- Reward points with weekly streaks - Gametime pass redeemable.
Target: Power users struggling with group consistency
Hook: “Keep Your Streak Alive. Earn rewards for every game you play and level up your skillset.”
Why: Encourages habit retention and social validation.

User Segmentation	The Why/Context	Campaign Pitch/Messaging	Campaign Goal	Exclusive Offers	Channels	Frequency of Reachout
ICP: Power Users	Power users need exclusivity and social validation to retain loyalty.	“Keep Your Streak Alive. Earn rewards for every game you play.”	Increase D30 retention + Avg bookings/week	Streak perks : Skill Recognition, Social badges, free GameTime pass reward points	In-app streak tracker, SMS, exclusive email updates.	Weekly / Bi-weekly streak reminders.

User Segmentation

The Why/Context

Campaign Pitch/Messaging

Campaign Goal

Exclusive Offers

Channels

Frequency of Reachout

ICP: Power Users

Power users need exclusivity and social validation to retain loyalty.

“Keep Your Streak Alive. Earn rewards for every game you play.”

Increase D30 retention + Avg bookings/week

Streak perks

: Skill Recognition, Social badges, free GameTime pass reward points

In-app streak tracker, SMS, exclusive email updates.

Weekly / Bi-weekly streak reminders.

5th Campaign: "Off-Peak Playtime"

The offering: 30-40% discounts on non peak weekday slots (11am– 5pm).
Target: All users - Casual / Core / Power
Hook: “Early Bird Wins! Make the most out of freely available venues.”

User Segmentation	The Why/Context	Campaign Pitch/Messaging	Campaign Goal	Exclusive Offers	Channels	Frequency of Reachout
All Segments	Venues are underutilized during off hours - This brings an opportunity to enable users or refer friends to grow the community.	“Invite Friends - Earn More Playtime for less pay”	Increase bookings during odd hours.	30-40% discount on first 3 bookings	In-app referral section, WhatsApp/Telegram forwards, push notifications.	Ongoing + monthly reminders.

We will select Campaign 2,3,5 for consideration -

2nd Campaign: Playo Progress Club
3rd Campaign: Skill-Up Saturdays
5th Campaign: Off-Peak Playtime

Defining the success metrics and the potential impact of the engagement campaigns

Campaign	Associated Success Metrics to track	Additional Metrics	Impact on Engagement
Playo Progress Club	Activation Rate (% users reaching core userbase) Increase in Avg bookings/month/user D30 Retention Rate	Time taken for users to move from Casual to Core Churn from the cohort CAC for reactivated users	Increased booking frequency.
Skill-Up Saturdays	Participation Rate (week on week increase/decrease) Game Sessions frequency post the campaign	Skill improvement in players - user surveys / interactions Social Media touchpoints - Shares / Referrals Skill up campaign led to coaching purchase	App open rate / frequency Time spent on app - Coaching options etc.
Off-Peak Playtime	Off-peak slot occupancy rate. Casual→Core conversion rate. Revenue per off-peak slot Repeat booking / repeat usage of offer over the course of campaign	Avg. spend increase post-conversion. Notify option selected for peak bookings.	Increased bookings from casual users. Increased revenue for Hosting partners

Post Campaign user journey - Imagined

A Playo customer is now more accustomed to the courts that they usually play at or book for.

If a user adds the venue bookings to favorites and completes at least 3 bookings option via favorites feature selection post the Playo Progress Club campaign - It's a positive indicator of user turning from casual user -> core user.

Retention design

Industry overview (Birds eye view)

As per the mobile data trends by Adjust, Sports and Fitness Industry has a D30 retention of about 10%. M3 retention of about 5-8%.

As per the report by Appsflyer, Health & Fitness platforms D30 retention is 3%. M3 retention is around 2%.

REASONS for CHURN

For Playo, the whole base is power users and core users -> Which means, retention is critical for revenues and understanding churn helps them to optimize and improve the product for reduced churn and corresponding revenue impact.

Casual Users (User Insights)
Voluntary Reasons	Involuntary Reasons
I came for booking - and post that i have opened the app 2-3 times, but there is so many things in the app - I am too overwhelmed on which to explore now.	Complex post onboarding experience. No guide on what to do after 1st JTBD
Core Users (User Insights)
Voluntary Reasons	Involuntary Reasons
Lack of slots available during regular times. It's happened multiple times now. The UX is left as it was from 3 years.. improve some basic clutter on home screen? Booked and went to play Pickleball, another person had booking with same time slot from Playo	Can't sync my fitness tracker with Playo
Power Users (User Insight)
Voluntary Reasons	Involuntary Reasons
Regular player group is inconsistent, slight drop in playing quality. So the frequency of playing has reduced Platform Experience has not evolved as well as it should have. Needs to go beyond just adding groups and booking	Not much motivation due to playing randomly with group. Joined an academy to play and improve my game. No more dependency on others!

Which are the ICPs driving max retention for PLAYO?

Power Users (ICP 1)
Core Users (ICP 3)

Drivers of Retention -

a. As per the USER INSIGHTS, what drives retention of Playo app?

Word of Mouth recommendation is very high for Playo - Friends refer, colleagues hear about it, community discovers it through meetups. The primary reason for this is the JTBD of Playo, it is very convenient to book and play.
Referral and content loops are the channels impacting retention. Content loop in the form of sharing the booking in social groups - induces FOMO for people in the group who can't make it that week (as declared by the user on the call)

b. As per the USER INSIGHTS, which sub product features drive retention?

Vast options of Venues - The list of venues in Playo is unmatched, and the ease of finding based on your current location as well.

Playpals - Adding players you played with from your previous games as your pals (Think fb friends in playo). Easy to collaborate based on where you will be playing and when you will be playing i.e A plays with B (office colleague)

during after work hours. while A also plays with C (childhood friend) on weekends or holidays.

Let's look at the GENERAL OBSERVATION on other possibilities for CHURN

Voluntary

Spamming with Notifications of offers / discounts
Booking issues
Lack of social proof enablement / empowerment (Think of cult snapshot post workout)
Customer Support
Competition has better features (CultPlay)

Involuntary

Moved cities, playo not available
Sync issues, bugs in app
Lack of UX improvement in the app
Health issue - Injury or family problem
Venue unavailability or renovation or closure

Actions that are indicative of Churn possibility

Usage drop - drop in sessions, reduced feature usages
No community participation
Drop in Karma Points
Lack of social interaction
No use of discounts
Fall in Venue search booking
Disablement of Notifications
Frequency of Booking - Reduction per week or per month.

Retention Curve Analysis

From user insights and observations, we can infer that Playo’s user behavior can be attributed to

Retention Curve flattening at ~D45

D1–D30: Churn / drop offs (85-95% for any sports-tech apps as per industry standards)
D30–D45: Rentention begins (users forming habits)
D45 onward: Curve flattens (retention plateaus at 3-5% for casual users, 8-12% for core/power users)

Why D45?

Power/Core Users: By D45, habitual users (4–5 bookings/month) are "locked in" via social community (Playpals) and booking convenience (venue variety).
Casual Users: Most churn occurs by D30; residual users exist and use post-D45.

ICPs Driving Retention

ICP	Retention Rate (D30)	Key Retention Drivers
Power Users	20–25%	Playpals Network - Consistent group play Streaks - Habit reinforcement.
Core Users	15–20%	Skill Improvement - Coaching Venue Variety - Discover new options / new games Social Proof - FOMO from group bookings.
Casual Users	5–8%	First-Time Discounts - Low barriers Off-Peak Deals - Affordability

ICP

Retention Rate (D30)

Key Retention Drivers

Power Users

20–25%

Playpals Network - Consistent group play
Streaks - Habit reinforcement.

Core Users

15–20%

Skill Improvement - Coaching
Venue Variety - Discover new options / new games
Social Proof - FOMO from group bookings.

Casual Users

5–8%

First-Time Discounts - Low barriers
Off-Peak Deals - Affordability

Channels Driving Retention

Channel	Impact on Retention	Example
Referral Loops	High (Power/Core users invite friends → social accountability).	“Invite 3 friends, unlock a free booking!”
Content Loops	Medium-High (Social sharing of bookings on groups → FOMO driven re-engagement)	“Share your badminton session on WhatsApp → 10 friends see it.”
Push Notifications	Medium (Reminders for streaks, skill updates, venue availability).	“Your streak is at risk! Book a slot today.”

Features Driving Retention

Feature	Retention Impact	User Insight
Venue Variety	High (Users stay for unmatched options)	“Playo has courts even in remote areas of Bangalore!”
Playpals	High (Social bonds reduce churn)	“I play with my office group on weekdays and childhood friends on weekends.”
Skill based Player matching	Medium-High (Core users chase skill growth)	“Winning the weekend tie keeps me coming back.”

Strategic Recommendations to explore overtime for Rentention

Doubling Down on Power/Core Users:
- Playpals 2.0: Auto-suggest groups based on location/skill/age bracket
- Elite Leagues: Charge ₹499 entry fee for premium tournaments.
Improve Casual→Core Conversion:
- Off-Peak Pass: ₹999/month for 4 weekday morning bookings.
- Streak Starter: Reward 3 bookings in 10 days with Core-tier access.
Leverage Content Loops:
- Social Leaderboards: Share weekly top players on Playo App basis of city location
- Booking Receipts: Viral-designed post-booking summaries

Design resurrection campaigns

You have already created the engagement campaigns, resurrection campaigns are quite similar just keep in mind the churned users that are being targeted here.

(customized your campaigns as per the ICP you're targeting to bring back, add parameters accordingly)

Resurrection Campaign.

Understanding Churn - Defining and segmenting Churn in context of Playo users.

For PLAYO - User is considered churned when

a. No booking since 2-3 months

b. No creating or hosting game since 2-3 weeks

c. No in-app activity in last 45 days.

Type of Churn	Inactivity Duration	Key Characteristics	Resurrection Potential
Inactive very recently	30–60 days	Completed ≥2 bookings No app activity for 30+ days.	High (target first).
Inactive for a long time	60+ days	No bookings/app activity for 2+ months. Low engagement history.	Low (requires heavy incentives).
Dependent on season / routine	Mostly on a Fixed duration (Example: Less swimming in monsoon, winter)	Weather/season-dependent activity. Predictable drop-offs (Travel breaks).	Medium (time-triggered campaigns).

Type of Churn

Inactivity Duration

Key Characteristics

Resurrection Potential

Inactive very recently

30–60 days

Completed ≥2 bookings

No app activity for 30+ days.

High (target first).

Inactive for a long time

60+ days

No bookings/app activity for 2+ months.

Low engagement history.

Low (requires heavy incentives).

Dependent on season / routine

Mostly on a Fixed duration (Example: Less swimming in monsoon, winter)

Weather/season-dependent activity.

Predictable drop-offs (Travel breaks).

Medium (time-triggered campaigns).

The anti-engagement model.

Resurrection Campaign 1 - Based on Users (Power & Core)

ICP	Context	Goal	Offer	Message/Content	Channel	Frequency	Success Metric
Power Users	Unmotivated due to inconsistent groups; platform stagnation.	Reignite passion with exclusivity.	"Elite Squad" Bring back your gang and engage with passion.	“Level up with Elite Squad: Compete with pros, track your skill level, and win big as a group!”	Personalized email + app	Bi-weekly	Improved CTAs on the offer. Increase with at least 25% join Elite Squad; 15% booking increase
Core Users	Frustrated by slot scarcity, outdated UX, and sync issues.	Restore trust with priority access + Nudged fixes.	"Priority Pass" Guaranteed peak-hour slots reservations for any 5 days in the month.	“We heard you! Enjoy priority bookings + sync your fitness stats. Your court awaits!”	Email + push notification	Once, then weekly	40% redemption of Priority Pass

ICP

Context

Goal

Offer

Message/Content

Channel

Frequency

Success Metric

Power Users

Unmotivated due to inconsistent groups; platform stagnation.

Reignite passion with exclusivity.

"Elite Squad"

Bring back your gang and engage with passion.

“Level up with Elite Squad: Compete with pros, track your skill level, and win big as a group!”

Personalized email + app

Bi-weekly

Improved CTAs on the offer.

Increase with at least 25% join Elite Squad; 15% booking increase

Core Users

Frustrated by slot scarcity, outdated UX, and sync issues.

Restore trust with priority access + Nudged fixes.

"Priority Pass"

Guaranteed peak-hour slots reservations for any 5 days in the month.

“We heard you! Enjoy priority bookings + sync your fitness stats. Your court awaits!”

Email + push notification

Once, then weekly

40% redemption of Priority Pass

Key Campaign Focus:

Power Users:
- Elite Leagues: Curate competitive tournaments with leaderboards and drive coaching sessions.
- Skill Level: Improve app engagement with metrics to add or track like “matches won” or “time to improvement” to motivate engagement.
Core Users:
- Guaranteed Slots: Reserve peak-hour slots for Priority Pass holders (e.g., 7–9 PM).
- Fitness Sync: Partner with Google Fit, Samsung health, Apple Health etc. to auto-log calories and activity.

Resurrection Campaign 2 - Based on Churn type

Churn Type	Context	Offer	Message/Content	Channels	Frequency	Success Metric
Recently Inactive	Users with 30–60 days inactivity; high potential to return.	“Welcome Back” 30% off next booking	“We’ve missed you! Enjoy 30% off + free gear to jump back into the game.”	Push + Email	3x over 10 days	35% reactivation (book within 14 days)
Long-term Inactive	Users inactive 60+ days; low engagement history.	“Fresh Start” Free GameTime pass + ₹200 off next 3 bookings.	“Ready to play again? Claim your free GameTime pass and save ₹200 on 3 games!”	SMS + WhatsApp	2x over 14 days	15% reactivation (book within 30 days)

Churn Type

Context

Offer

Message/Content

Channels

Frequency

Success Metric

Recently Inactive

Users with 30–60 days inactivity; high potential to return.

“Welcome Back”

30% off next booking

“We’ve missed you! Enjoy 30% off + free gear to jump back into the game.”

Push + Email

3x over 10 days

35% reactivation (book within 14 days)

Long-term Inactive

Users inactive 60+ days; low engagement history.

“Fresh Start”

Free GameTime pass + ₹200 off next 3 bookings.

“Ready to play again? Claim your free GameTime pass and save ₹200 on 3 games!”

SMS + WhatsApp

2x over 14 days

15% reactivation (book within 30 days)

Key Campaign Focus:

Recently Inactive:
- Why: High resurrection potential → moderate discounts + urgency (“Limited slots!”).
- Example: “Your favorite badminton court in Koramangala has slots open. Save 30% today!”
Long-term Inactive:
- Why: Requires aggressive incentives → free Game Time pass (no-commitment trial).
- Example: “Unlock 3 free games—no strings attached. Invite friends and play!”