Increase long-term retention by adding social features in mobile multiplayer games

Abstract: This paper investigates if the social aspects of playing with friends and participate in clans can increase long-term retention for mobile games. Specifically for the game Edge of Combat developed by the company Level Eight. To gain knowledge about how the players and industry perceive these features, a background study was conducted. The study reveals that playing with friends increases long-term retention in mobile games. It also indicates that participating in clans increases long-term retention but the evidence is not that strong. The next phase of the project indicates that playing with friends also increases long-term retention in Edge of Combat. Finally, participating in clans were investigated more thoroughly. The industry is very positive towards clans but that does not seem to reflect the player’s opinions about clans. Because of this the research question ”Can clan participation increase long-term retention in mobile games?” can not be confirmed. That clan participation could increase long-term retention in Edge of Combat could not be confirmed either. However, to be certain of this more research is needed on clans in mobile games taking into account the demographics of the participants in the project.