Research Details

Abstract

Creative Gaming's newest video game, Space Pirates, has become one of the most downloaded games for Apple iOS devices. To keep players engaged with the game, the company has launched the first in a planned series of "campaigns," or elaborate adventures that form a self-contained story. However, adoption for the first campaign has been lower than expected: two months after launch, only 3.3% of active players have made the in-app purchase. How can the marketing team use telemetry data collected on Space Pirates players to increase adoption of the campaign?

Type

Case

Author(s)

Florian Zettelmeyer

Date Published

10/10/2019

Citations

Zettelmeyer, Florian. Creative Gaming: Space Pirates. Case 5-419-754.