Tips on Building a Loyal Subscriber Base

Game subscriptions come in many different forms and have exploded in popularity among gamers and game companies alike. Game libraries like Xbox Game Pass have millions of subscribers. Tried-and-true models found in World of Warcraft and mobile games have their fair share of users. Mordor Intelligence projects that the subscription-based gaming market will be valued at USD 10.92 billion in 2024 and is expected to grow to USD 17.46 billion by 2029, with an annual growth rate of 9.84% over this period (2024–2029).

Subscriptions can benefit any game company and exist in different formats to suit different genres, studio sizes, and audiences. Below, Xsolla has compiled a list of tips on keeping subscribers riveted to your game.

Best Practices for Retaining Your Subscribers

Subscription services provide steady revenue, supporting long-term updates and development. Maintaining a loyal subscriber base is crucial. While there's no universal solution, a structured, balanced plan and following best practices are key to the success of your subscription model.

• Display the most effective price and convenient payment methods: Different regions and cultures have varying price sensitivities. Use A/B testing to find optimal price points in different markets. Offer regional pricing and diverse payment methods, since not all users rely on credit or debit cards. For example, Xsolla’s PayRank is tailored by geographical region; players are presented with the most popular and relevant payment methods for their location, which positively influences conversion rates.
• Simplify the subscription process: Ensure the process for subscribing, renewing, or canceling is straightforward and user-friendly. Avoid manipulative tactics like hiding unsubscribe options, which can lead to negative perceptions and lost trust. Provide clear, intuitive interfaces with transparent subscription details.
• Tailor subscription plans to your customers’ needs: Different players have different spending habits. Create tiered pricing models to cater to both high spenders ("whales") and casual players, offering varying content levels to fit different budgets.
• Use incentives to retain and re-engage players: If players leave, offer personalized discounts or bonuses to bring them back. "We miss you" emails or re-subscription discounts can be effective, but avoid overwhelming users with too many emails, as that approach can backfire.
• Extend grace periods: Sometimes, players miss payments due to card issues, or change their minds about canceling. Offering a grace period where they can still access content while resolving payment issues can encourage resubscription and improve the player experience.
• Provide responsive support: Ensure players can easily get help with subscription issues. Dedicated support and listening to customer feedback are important to nurture continued trust and loyalty. Responsive support can prevent frustration and churn.
• Offer valuable subscriptions: The success of a subscription depends on its perceived value. Ensure your subscriptions offer exclusive, meaningful content that justifies the cost. Avoid making paid content free later, as this can alienate paying customers.

Conclusion

You know your game and audience better than anyone. Whichever subscription model you implement, focus on delivering substantial value to your subscribers while ensuring non-subscribers still feel included.

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