Agenda
CRM Isn't Just for Mobile: Retention and Reactivation in a PC Free-to-Play Game
Nikita Bychkov (Global Communications Product Manager, Wargaming)
Pass Type:
Festival Pass, Game Changer Pass -
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Track:
Marketing
Audience Level:
Intermediate
Format:
Lecture
Vault Recording: TBD
Audience Level: Intermediate
CRM marketing — segmented messaging, predictive churn intervention, lifecycle-triggered win-back — is a mobile free-to-play staple that rarely appears in PC and console live-service games. This session presents a case study from World of Warships, where Wargaming's marketing communications team runs CRM-style retention and reactivation campaigns reaching millions of players across Europe, North America, and Asia. The speaker breaks down three working pillars: measuring CRM-attributable reactivation, which drives a 5-7% lift over organic return — translating into tens of thousands of activated players and a meaningful improvement in marketing ROI; a data-based pre-churn model that has produced up to a 4.1 percentage-point retention lift in its best-performing player segments; and audience segmentation as the primary driver of message performance. The talk closes with what it takes to run this function day to day.
Takeaway
Attendees learn how to measure CRM-attributable reactivation separately from organic return, see how a data-based pre-churn model drives tailored intervention, and use audience segmentation as the primary lever for retention campaign performance — all adaptable to live-service games outside the mobile ecosystem.
Intended Audience
This session targets marketing, CRM, live-ops, and player-engagement professionals working on live-service PC or console games, particularly those without an existing CRM function. Familiarity with basic retention and churn concepts is helpful but not required; no technical, data science, or engineering background is necessary.