Why has player retention for new users declined by 25% in Scopely's Yahtzee With Buddies since the latest update?

Introduction

The recent 25% decline in player retention for new users in Scopely's Yahtzee With Buddies is a critical issue that demands immediate attention. To address this problem, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term fixes and long-term strategic implications.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a correlation with the latest update. Could you provide more details about what changes were implemented in this update?

Why it matters: Understanding the specific changes can help pinpoint potential causes of the retention drop. Expected answer: A list of feature changes, UI updates, or backend modifications. Impact on approach: Different types of changes would lead to different hypotheses and investigation paths.

• I'm curious about the definition of "new users" in this context. How are new users classified, and has this definition remained consistent?

Why it matters: Ensures we're comparing apples to apples in our retention metrics. Expected answer: New users are those who have installed the app within the last 30 days. Impact on approach: If the definition has changed, we may need to recalibrate our analysis.

• Considering the specificity of the 25% decline, I'm wondering about the time frame we're looking at. Over what period was this decline observed?

Why it matters: Helps distinguish between a sudden drop and a gradual decline, informing our urgency and approach. Expected answer: The decline occurred over the past two weeks since the update. Impact on approach: A sudden drop might indicate a technical issue, while a gradual decline could suggest user experience problems.

• Given that this is affecting new users, I'm interested in the acquisition channels. Have there been any changes in user acquisition strategies or sources recently?

Why it matters: Changes in user acquisition could bring in a different user demographic, affecting retention. Expected answer: No significant changes in acquisition strategies. Impact on approach: If acquisition has changed, we'd need to investigate the new user segment characteristics.