User Behavior Analysis for Predicting Churn of Loyal Customers in Online Games based on Social Relationships and Degree of Participation

Eunbi Seo, Jiyoung Woo, Huy Kang Kim

http://doi.org/10.5626/JOK.2018.45.11.1124

Game users in MMORPGs engage in a variety of social activities. However, a few users tend to play games alone, and are designated ‘loners’ similar to modern society. We classified game guilds and game users based on similar user behaviors and community characteristics. We propose a model that predicts churn users by measuring the participation of users in each group. Users in each group show similar behavioral patterns, suggesting that we can classify churn users along with ordinary users. We tested this model for NCsoft’s MMORPG, Aion. Using Randomforest, the recall was measured at an average of 75%.