Why has the daily active user count for Electronic Arts' FIFA Mobile dropped by 30% over the past week?

Introduction

The sudden 30% drop in daily active users for FIFA Mobile over the past week is a critical issue that demands immediate attention and a thorough root cause analysis. As we delve into this problem, we'll systematically examine potential factors, generate data-driven hypotheses, and develop a comprehensive plan to address the underlying causes and restore user engagement.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a recent update or change. Has FIFA Mobile released any updates or new features in the past week?

Why it matters: Recent changes often correlate with user behavior shifts. Expected answer: Yes, a major update was released. Impact on approach: If true, we'd focus on the update's content and implementation.

• Considering user segments, I'm curious about the distribution. Is the 30% drop uniform across all user segments, or are certain groups more affected?

Why it matters: Helps identify if the issue is global or segment-specific. Expected answer: The drop is more pronounced in casual players. Impact on approach: We'd investigate factors specifically affecting casual players.

• Given the competitive nature of mobile gaming, I wonder about external factors. Have there been any significant releases or promotions from competing sports games recently?

Why it matters: External competition can impact user engagement. Expected answer: A major competitor launched a new title last week. Impact on approach: We'd analyze the competitor's offering and our differentiation strategy.

• Thinking about technical issues, I'm concerned about potential server problems. Have there been any reported server outages or performance issues in the past week?

Why it matters: Technical problems can directly impact user access and experience. Expected answer: No major outages, but some users reported lag. Impact on approach: We'd investigate server performance and capacity.

• Considering the game's content cycle, I'm wondering about in-game events. Has there been any change in the frequency or quality of in-game events recently?

Why it matters: In-game events often drive daily engagement in mobile games. Expected answer: The weekly tournament was delayed by two days. Impact on approach: We'd examine the impact of event timing on user engagement.