Using Machine Learning to Drive Retention

Halfbrick Studios is a professional game development studio based in Brisbane, Australia. Founded in 2001, Halfbrick has developed many popular games, including Fruit Ninja, Jetpack Joyride, and Dan the Man. When Halfbrick first learned about Firebase Predictions, they were excited about targeting users based on predicted behavior, rather than historic. Re-engagement is tough, so intervening before a user churned - based on predictions instead of ad hoc heuristics - seemed like a strong strategy. They had been trying to create their own churn prediction models, but like many companies, didn't have the time or resources to properly devote to the problem.