{"id":11733,"date":"2024-07-29T08:43:28","date_gmt":"2024-07-29T08:43:28","guid":{"rendered":"https:\/\/tenjin.com\/?p=11733"},"modified":"2026-04-14T10:47:06","modified_gmt":"2026-04-14T10:47:06","slug":"retention-for-mobile-games-101","status":"publish","type":"post","link":"https:\/\/tenjin.com\/pt\/blog\/retention-for-mobile-games-101\/","title":{"rendered":"Reten\u00e7\u00e3o para jogos m\u00f3veis 101"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><strong>O seu jogo tem um bom desempenho em termos de reten\u00e7\u00e3o do 1.\u00ba ao 3.\u00ba dia, mas enfrenta dificuldades com a reten\u00e7\u00e3o a longo prazo? Com mais de uma d\u00e9cada de experi\u00eancia na ind\u00fastria dos jogos para dispositivos m\u00f3veis, Michal Tomcany apresenta algumas solu\u00e7\u00f5es simples, mas eficazes, que pode come\u00e7ar a implementar de imediato.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Reten\u00e7\u00e3o para jogos m\u00f3veis 101\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/pIl1m_HDTb4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Nos jogos gratuitos, a reten\u00e7\u00e3o \u00e9 um indicador fundamental para o sucesso a longo prazo. \u00c9 importante manter os jogadores envolvidos e, a longo prazo, incentiv\u00e1-los a gastar dinheiro.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Michal explica que, nestes jogos, os gestores de aquisi\u00e7\u00e3o de utilizadores (UA) concentram-se fortemente na reten\u00e7\u00e3o, mas muitas vezes ignoram a rotatividade. A reten\u00e7\u00e3o refere-se aos jogadores que continuam a jogar, enquanto a rotatividade se refere \u00e0queles que abandonam o jogo. \u00c9 comum dedicar muito tempo a analisar a reten\u00e7\u00e3o e a encontrar formas de a melhorar ou de a manter em n\u00edveis elevados. <strong>No entanto, compreender e combater a rotatividade \u00e9 t\u00e3o importante quanto concentrar-se na reten\u00e7\u00e3o.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXc1iRId_TsXsRwGG350LM2xxBvX6D9t-B1uImU1STJMWBjx9Th3ztKAZjWaGDZFKYoJ3y9d8pcrAiz8ysBcabMrRIx8eKjBmMYbAn8OeWFDxW7Yg1bhV_uYfPzdyCiNWg9aCV9kDB2A4ZVvmETOcfrM2ZrQ?key=DE6GGO7ZcXHyXBsVXTpLyA\" alt=\"Qual \u00e9 a diferen\u00e7a entre a taxa de abandono e a taxa de reten\u00e7\u00e3o?\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Michal acredita que, para reter os jogadores, \u00e9 necess\u00e1rio ter em conta ambos os aspetos da experi\u00eancia do jogador: o que os mant\u00e9m no jogo (reten\u00e7\u00e3o) e o que os afasta (rotatividade). No que diz respeito \u00e0 reten\u00e7\u00e3o, \u00e9 importante ter em conta aspetos como a motiva\u00e7\u00e3o, as recompensas, a jogabilidade e a progress\u00e3o. Estes incluem funcionalidades e m\u00e9todos que ajudam a compreender por que raz\u00e3o os jogadores permanecem no jogo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No que diz respeito \u00e0 rotatividade, tenha em conta fatores como pontos de atrito, carga cognitiva, tamanho da instala\u00e7\u00e3o, complexidade e falta de resposta da aplica\u00e7\u00e3o (ANR).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ao tentar melhorar a reten\u00e7\u00e3o, \u00e9 importante ter em conta tanto os aspetos positivos que mant\u00eam os jogadores envolvidos como os negativos que os levam a abandonar o jogo.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcZrRLduJRx-fB2mHH9obY_5dxHDiKsD1yLDiYmdx_SgYia1jFRne4FeKSnFJ2AiT7kdD8j2JafQHweVw6jKEyzK1yAmk6c8mxmPx0aRn2TQ6ZscLf6JOMEoFaN1x0xxRVPISo3txJys5x_846ot8Yr-YBy?key=DE6GGO7ZcXHyXBsVXTpLyA\" alt=\"Reten\u00e7\u00e3o vs. Perda de clientes\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Estrat\u00e9gia de reten\u00e7\u00e3o<\/strong><\/h2>\n\n\n\n<h2 class=\"wp-block-heading\"><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A aus\u00eancia dos pontos vermelhos no avi\u00e3o, na imagem acima, demonstra que n\u00e3o dispomos de dados sobre o que aconteceu a estes utilizadores. Esta aus\u00eancia sugere que o avi\u00e3o ou se despenhou ou nunca regressou \u2013 mas n\u00e3o sabemos exatamente o que aconteceu.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os avi\u00f5es que regressassem teriam pontos vermelhos nessas \u00e1reas.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>An\u00e1lise da reten\u00e7\u00e3o&nbsp;<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXel7rhwnB7vILyn6LSc6yKhPVGBdUGv2DHv5gJUl31W-TnIuC20jFLh_D9C67VC515fmGgYh1GE7kPQhyeWyMm2Q2BPljwOhi0EhckroO43uhDUWO0F2qESr2biPbFAsInOob417Pj4SsI9YW0FGRF1Ymdh?key=DE6GGO7ZcXHyXBsVXTpLyA\" alt=\"An\u00e1lise da reten\u00e7\u00e3o - an\u00e1lise do funil\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Uma das ferramentas essenciais para compreender a reten\u00e7\u00e3o de jogadores \u00e9, normalmente, a an\u00e1lise do funil. No entanto, Michal adverte contra a utiliza\u00e7\u00e3o de funis excessivamente simplistas, como o apresentado acima, que apenas medem a progress\u00e3o do jogador de um n\u00edvel para o seguinte. <strong>Em vez disso, defende uma an\u00e1lise mais pormenorizada que aprofunde as raz\u00f5es pelas quais os clientes abandonaram o servi\u00e7o ou pelas quais foram mantidos<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdZfUSO-NYwGhXR4F6XoRL0qsIi6HyQro-GljiJ8gYPNVTerPgveUHk14LX5rB3Akz0FtzNl9BrkhxLEqOw2Kq64Oz-TkhH7LYAEpdC9lwRTNviWzfkExUsJtwO4CNl6JCCwyslZ5PGjka7H6u4vrCsrJKd?key=DE6GGO7ZcXHyXBsVXTpLyA\" alt=\"An\u00e1lise da reten\u00e7\u00e3o - an\u00e1lise detalhada\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Ao dividir a jornada do jogador numa s\u00e9rie de eventos espec\u00edficos que abrangem tudo o que um jogador pode fazer no jogo e ao medir o tempo gasto em cada um desses eventos, \u00e9 poss\u00edvel obter informa\u00e7\u00f5es valiosas sobre onde, exatamente, os jogadores est\u00e3o a encontrar dificuldades ou a perder a motiva\u00e7\u00e3o e, em seguida, tentar compreender o motivo. <strong>Segundo Michal, muitas pessoas n\u00e3o t\u00eam em conta um aspeto muito importante, que \u00e9 o tempo. Ele quer saber com que rapidez o jogador consome o conte\u00fado e com que rapidez avan\u00e7a no conte\u00fado.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXe0juPvcXB25iJDLoUcdqXZWt9kpHeEx-3J5R_ADkuE30D4bDrTMoWVU03I_PYovb1YzN3MFyEX9g2RBvN1afcfXmZp4tnfkQWNorbpVulD9i-NYZBeYYKX48G6ALaX_PJXUYp-Reme2_PjWybP7I5qlsL_?key=DE6GGO7ZcXHyXBsVXTpLyA\" alt=\"An\u00e1lise da reten\u00e7\u00e3o \"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Na imagem acima, o Michal representou graficamente o tempo que os jogadores passam nos v\u00e1rios n\u00edveis (4-6) de um jogo. O designer do jogo pretendia que os jogadores conclu\u00edssem cada n\u00edvel em 60 minutos, o que est\u00e1 assinalado pela linha vermelha. O gr\u00e1fico mostra que a maioria dos jogadores conclui os n\u00edveis 4 e 5 dentro do limite de 60 minutos, mas o n\u00edvel 6 demora quase 2 horas para muitos jogadores. Isto sugere que o n\u00edvel 6 \u00e9 significativamente mais complexo do que os n\u00edveis anteriores. Portanto, esta an\u00e1lise mostra-nos o que est\u00e1 a acontecer em cada parte do jogo. Ao passo que no gr\u00e1fico em funil anterior \u00e9 poss\u00edvel perceber que existe uma reten\u00e7\u00e3o de 94%, mas n\u00e3o \u00e9 poss\u00edvel saber se \u00e9 no mesmo dia, no dia seguinte, etc.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Abordar os pontos de atrito e os buracos negros<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfJvUW7BeNjgF7NnSHybV5KiPECbt6-bu--L2Ht6xoCTOAPTrHEtdu_HkPbi5tt1QS0m9yNbvyx9NPEmYeURMRP3TXe3BVOSAUx5Rf2Qr_cqHuK_54dwBeXddM8oa6lio7TKp4Ectnm26oFfhATTmOseNnm?key=DE6GGO7ZcXHyXBsVXTpLyA\" alt=\"Abordar os \u00abburacos negros\u00bb para aumentar a reten\u00e7\u00e3o\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Outro aspeto fundamental da reten\u00e7\u00e3o consiste em identificar e mitigar pontos de atrito e \u201cburacos negros\u201d na experi\u00eancia do jogador. A abordagem de Michal para descobrir estas quest\u00f5es envolve uma an\u00e1lise aprofundada da perspetiva do jogador, recorrendo a capturas de ecr\u00e3 e dados com registo temporal para compreender a experi\u00eancia do utilizador a um n\u00edvel granular. Ao analisar as a\u00e7\u00f5es do jogador e o tempo dedicado a v\u00e1rias atividades no jogo, \u00e9 poss\u00edvel identificar as \u00e1reas em que o modelo mental do jogador sobre o jogo diverge da inten\u00e7\u00e3o do designer.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdE2kM1uJPQJGDPaDihwGnGNQSGPsNTocTSZBoK9pkHbkgs85hWRTAFWQJIPV0joqMCAZhZ2Lmqm6ltj-IfEmOsG1WgIAX5Ofdm5nkjokoRIfOXVVkfiQjQpFdTV8WVZZHyLFpclI9I2Akw-FkLeGsjPG0?key=DE6GGO7ZcXHyXBsVXTpLyA\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Ao resolver estes pontos fracos, \u00e9 poss\u00edvel otimizar a experi\u00eancia do jogador. Michal referiu-se a isto como a combina\u00e7\u00e3o perfeita entre a an\u00e1lise qualitativa e a an\u00e1lise quantitativa.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Conceber ciclos de jogabilidade coesos<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdMN6Xlg0fAPdZzfYBBAFmNQ7H4uR-lSB1om2Q1p1v4nBBtCibmYqbWh4AjXpj1PjVks1pJgS8oILEri21uKtg-emMhZDLQG3l3JZdiVRYZr2COiQh3fXSP1Zc8jTqpazynrhiwETfAFD87sEIK4Glf-w?key=DE6GGO7ZcXHyXBsVXTpLyA\" alt=\"Reten\u00e7\u00e3o - esquema do modelo mental\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">No cerne da reten\u00e7\u00e3o de jogadores a longo prazo est\u00e1 a conce\u00e7\u00e3o de ciclos de jogabilidade coesos. Michal explica que o segredo est\u00e1 em garantir que o modelo mental que os jogadores t\u00eam do jogo esteja alinhado com a inten\u00e7\u00e3o do criador. Isto implica criar um ciclo de feedback claro, em que as a\u00e7\u00f5es do jogador sejam acompanhadas por respostas significativas por parte do jogo, permitindo-lhe aperfei\u00e7oar a sua compreens\u00e3o e progredir ao longo do jogo.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A ideia \u00e9 a seguinte:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Quando os jogadores iniciam o seu jogo, t\u00eam certas expectativas ou um modelo mental de como o jogo ser\u00e1. \u00c0 medida que realizam a\u00e7\u00f5es no jogo, recebem feedback. Se esse feedback for claro e compreens\u00edvel, os jogadores podem ajustar o seu modelo mental para que este corresponda melhor \u00e0s inten\u00e7\u00f5es do criador do jogo. Isto ajuda-os a aperfei\u00e7oar a sua compreens\u00e3o do jogo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Segundo Michal, \u00e9 fundamental que o feedback seja suficientemente claro para que os jogadores possam ajustar o seu modelo mental de forma eficaz. \u00c9 da responsabilidade do designer de jogos garantir que este ciclo de feedback funcione bem.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXeVI-yvQo5Vlip9AS2Nb1sGdmZuoF36DPg3dF-RiTdyjxpreG82ioRcoQh3DFblBJWcUEXN6w06OMd2rFxHZX5Dkvo8cZQbbfFAqWzWfJHXZ_OwRU5f6jgI5GSVD0veqedsUFvF9ze9MFXmxcMM26DINrv3?key=DE6GGO7ZcXHyXBsVXTpLyA\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Veja o v\u00eddeo completo acima para compreender melhor o tema.<\/em><\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>Is your game performing well with day 1 to day 3 retention but struggling with long-term retention? With over a decade of experience in the mobile gaming industry, Michal Tomcany offers some simple, yet effective solutions you can start implementing immediately. In free-to-play games, retention is a key metric for long-term success. It&#8217;s important to&#8230;<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,8],"tags":[],"class_list":["post-11733","post","type-post","status-publish","format-standard","hentry","category-best-practices","category-mobile-marketing-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Retention for Mobile Games 101 | Tenjin<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/pt\/blog\/retention-for-mobile-games-101\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Retention for Mobile Games 101 | Tenjin\" \/>\n<meta property=\"og:description\" content=\"Is your game performing well with day 1 to day 3 retention but struggling with long-term retention? 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