'Habit' over 'Enthusiasm' — The True Reason Mobile Games Last, Revealed by 100 AI Interviews

The Reality of Mobile Game Retention Revealed by AI Interviews

To commemorate the release of 'Fast Interview,' an AI interview platform that asks users questions via voice and performs real-time deep-dives based on responses, ANDEVER is publishing a voluntary survey report targeting mobile app game users.

This survey centered on voice interviews conducted by an AI interviewer with 100 users. The AI explored topics such as games currently being played, frequency of use, reasons for continuing, the moments they open the games, and interest in new titles, asking follow-up questions tailored to each individual's responses. The results revealed that mobile games are not necessarily sustained by 'intense enthusiasm' or 'long-term immersion' alone, but rather by 'habits' naturally formed during daily gaps—such as during breaks, commutes, before bed, or free time.

### 5 Key Insights Revealed by AI Interviews

From these 100 AI interviews, the following trends were primarily observed:

**1. Retention is driven more by 'habit' than by 'it's super fun'** Many respondents played games 'before bed,' 'when bored,' or 'during breaks.' Reasons for continuing were less about grand worldviews or immersion and more about 'can play in short bursts,' 'simple controls,' 'progression is steady,' and 'it's a habit to open it every day.'

**2. Long-lasting games feature 'accumulation' and 'ease of return'** For long-term titles, it is not just novelty, but the accumulation of nurtured characters, completed stages, logins, and events that drive retention. Once a game enters a user's life, it stays because there is 'no reason to stop.'

**3. New games are 'encountered' rather than 'searched for'** Discovery routes were largely accidental, involving social media, YouTube, ads, or friends' recommendations. Users actively searching for new games themselves are not necessarily the majority.

**4. Users look for 'no loss' as well as 'it looks interesting'** When starting a new game, low-risk factors like 'seems playable without paying' and 'seems easy to try for a short time' are valued as much as positive reasons. Since mobile games have low barriers to entry but also high churn, these appeals are crucial.

**5. Existing IP and social relationships support retention** Attachment to known IPs like 'Monster Strike,' 'Dragon Quest,' and 'Tsum Tsum,' as well as cooperation/versus elements in games like 'Knives Out' and 'Lords Mobile,' are significant drivers for both continuation and new adoption.

### Implications for Gaming and Entertainment Companies

The AI interviews extracted behavioral patterns that users themselves often couldn't verbalize. For marketing and product improvement, the following perspectives are vital:

- For acquisition, appeals like 'easy to try' and 'free-to-play' are as effective as 'worldview'. - For retention, ease of login and design for short-burst achievement are critical. - Marketing funnel design based on accidental contact is essential. - Understanding the 'habitual user segment' is as important as understanding the 'enthusiastic segment'.

The results indicate that in the mobile game market, moving beyond 'how much can we excite users' to 'how naturally can we enter their daily lives' will become increasingly important.