EA partnered with TeleSign on a customer engagement solution that would alert users whenever a new mobile game was available. This is how it works. After a user opts-in to mobile notifications from EA, on the day of release a user is sent a link that will automatically download and install the new game. The user can be live and gaming within seconds. When EA looked back on the effectiveness of the campaign, the numbers were staggering. Day 1 retention was significantly higher for users that downloaded the game through the link provided by TeleSign compared to those that found the game on their own.
This highly engaged, fiercely loyal customer base that opted into updates also spent more money in-game which was also a huge win for EA, not only were they generating more users, but users of a high value. More users + higher retention + increased spend was really the grand slam for EA’s mobile offering.
The TeleSign solution also allows EA to generate interest about future titles, remind users of an update to an existing title or a promotion on a current game. Bottom line: EA and TeleSign know that an engaged user is a happy user and they will continue to use this communication technology to keep everyone informed on the latest news of their favorite game.