Optimizing Notifications in Games
Article Summary
Google Play analyzed platform-wide notification data across all games and found something surprising: more notifications actually hurt retention.
Ryan Richmond from Google Play shares data-driven insights on push notification performance in mobile games. The analysis reveals clear correlations between notification strategy and key metrics like retention and DAU return rates.
Key Takeaways
- Games with high notification interaction rates show stronger Day 1-28 retention
- Sending more daily notifications correlates with higher opt-out rates
- Increased notification volume negatively impacts Day 1 install retention
- Android P makes it one-click easy to see which apps spam notifications
Critical Insight
Quality beats quantity: games that send fewer, more relevant notifications see better retention and engagement than those that blast users with high-volume messaging.
