+32.4%Game category adoption via game-specific missions experiment
+8.4%D7 retention improvement for game missions journey of new users
~1 millionUsers engaged with missions every month
>5%Users completing more than one mission in a month
Objective
- Build useful participation and retention through relevant goals.
- Make progress and rewards easy to discover and use.
Users
- New and existing users at different stages of engagement.
- Players exploring a game category or building a repeat-use habit.
Initiatives
- Tailor missions and rewards to user needs.
- Connect category discovery, repeat play and referrals with meaningful progress.
- Improve mission discovery and reward claiming.
Implementation
- Compare journeys through controlled experiments.
- Missions for new users to play tournaments and for users to make referrals were scaled 200% within D30.
- Refresh goals and simplify claiming as the experience expands.
Decisions & trade-offs
- Evaluate retention and reward economics alongside completion.
- Revise journeys where higher activity does not create sustainable value.
- Keep goals achievable and relevant to avoid fatigue.
Impact
- 32.4% improvement in game category adoption via game-specific missions.
- 8.4% D7 retention improvement for the game missions journey of new users.
- About 1 million users engaged with missions every month; more than 5% completed more than one mission in a month.
Measurement notes
Adoption and D7 retention are experiment outcomes. Monthly engagement and completion describe usage at scale.