"retention" is a poisoned concept. if your goal is to maximize play time, you're exploiting your players. games should be made to serve people, never the other way round.

@jplebreton, maximize time? Maybe. That’s a covariate with what a publisher seeks.

Maximize likelihood of further purchase? Probably.

Maximize value added for other customers—as opponents, ‘community members,’ streamers, wiki-authors? Probably.

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