Predicting and improving player retention is crucial to the success of mobile Free-to-Play games. This paper explores the problem of rapid retention prediction in this context. Heuristic modeling approaches are introduced as a way of building simple rules for predicting short-term retention. Compared to common classification algorithms, our heuristic-based approach achieves reasonable and comparable performance using information from the first session, day, and week of player activity.

Video games are increasingly producing huge datasets available for analysis resulting from players engaging in interactive environments. These datasets enable investigation of individual player behavior at a massive scale, which can lead to reduced production costs and improved player retention. We present an approach for modeling player retention in Madden NFL 11, a commercial football game. Our approach encodes gameplay patterns of specific players as feature vectors and models player retention as a regression problem. By building an accurate model of player retention, we are able to identify which gameplay elements are most influential in maintaining active players. The outcome of our tool is recommendations which will be used to influence the design of future titles in the Madden NFL series.