Let’s say you got a player to install your game. Hooray! You’ve got all sorts of hooks in place to keep them playing for weeks and months, but before the player encounters any of those, there’s a much more important retention concept you need to run through: The first time user experience.
The first 15 minutes of your game need to be stellar. During this time, you need to teach the player how to play the game, convince them to come back for a second play session, and make sure they have a fun time. On top of this, you might want to do other things, like ask them to invite other friends on Facebook or associate the account with Facebook or Google Plus. The first play session is the most crucial, and I really can’t emphasize enough how important it is. Criminal Case spent 30% of its development time doing nothing but working on the first time user experience! A team of 25 people spent six months working on an experience that isn’t even an hour long! It might sound ridiculous, but Criminal Case managed to keep 9 million daily average users after just six months!
You can have the greatest game in the entire world, but unless you make a fantastic first impression, that’s going to be of limited benefit. That first time user experience is crucial. Every second of that first experience needs to be carefully designed and tested over and over. You can’t get someone to play for months without getting them to play for hours.