Analyzing the User Inactiveness in a Mobile Social Game

This paper analyzes and evaluates the factors that affect the inactiveness of users and how they are related to inactiveness. A higher inactiveness indicates a user is more likely to be inactive. The analysis locates inactive users, who have not logged in to the system for some time, and evaluates the relationship between inactiveness and three dimensions: social networking, time, and in-app purchase. Based on the operational data from a mobile social game, Barcode Footballer, with more than 100k users and 1 million friendships, it is concluded that social networking, time and in-app purchase are all important factors in inactiveness. The results can be applied to mobile social games to detect potential inactive users such that their operators can retain those users by using encouragements.