According to a recent study on the MMO genre, only 1 in 16 players remains with a free-to-play title over a one-year period.
Super-Data is a research institute that continuously provides exciting statistics on MMOs. They define the term MMO much broader than is normally customary, also including MOBAs like Dota 2 and LoL.
And another one gone – games consume players
The data obtained this time paints a severe picture for free-to-play titles. Of the players who enter the new world at release on day one, only half remain after a week. After a month, 80% are gone. Only one in five is still playing.
After six months, this number has halved again: then only about one in ten is still playing. After a full year, it drops to one in 16. Another six months more, and only one in 33 is still playing.
Those who start later quit earlier
And these are the players who joined at launch, during the release month. Those who start later leave even sooner. For example, those who log into a free-to-play MMO for the first time a year after the release are 97% likely to be gone after a month.
After 2 years, free-to-play MMOs get more “loyal” customers
This trend of “the later you start, the sooner you stop” reverses only after two years. Then the “quality” of newcomers increases. Those who start in the free-to-play MMO now have heard about it from friends and are more likely to stay.
According to Super-Data, it can be concluded that a strong launch with a front-loaded advertising campaign is essential for a free-to-play MMO. The first month is also crucial. Free-to-play MMOs that manage to remain relevant even after two years can count on “valuable” new players who stay engaged longer.
My MMO says: It can be assumed that there are likely significant differences between a triple-A free-to-play MMO and the many “smaller titles.” However, the strong monetization intentions of free-to-play games, especially at launch, can be explained: There are still plenty of players from whom money can be made. And with an investment in the game, the chance that players will stay is likely higher. After all, they want to earn a return on their investment.
