Enhancing Player Retention in Mobile Gaming through Predictive Customer Lifetime Value Modeling using BG/NBD

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Naga Lakshmi Subha Pavan Kumar Ghantasala

Published: 01 Jun 2024, Last Modified: 30 Sept 2024ACM AI MattersEveryoneCC BY 4.0
Abstract: In the competitive mobile gaming industry, re- taining players and maximizing engagement are critical for sustained success. This study employs the Beta-Geometric/Negative Bino- mial Distribution (BG/NBD) model to predict customer lifetime value (CLTV) and identify players at risk of churning. By targeting these high-risk players with tailored market- ing strategies, gaming companies can sig- nificantly improve retention rates and overall player engagement.