The global game market continues to grow, and it is expected to grow 9.6 percent per year between 20 with a stable revenue stream. While the analysis results provide useful insights, the overall results indicate that a small number of well-chosen features used as performance metrics might be sufficient for making important action decisions and that OP and CP should be properly chosen depending on the analysis goal. Play log data of three different casual games are considered by analyzing a total of 193,443 unique player records and 10,874,958 play log records. We cover essential topics such as pre-processing of raw data, feature engineering including feature analysis, churn prediction modeling using traditional machine learning algorithms (logistic regression, gradient boosting, and random forests) and two deep learning algorithms (CNN and LSTM), and sensitivity analysis for OP and CP. Using the definition, we develop a standard churn analysis process for casual games. Therefore, we focus on the new players and formally define churn using observation period ( OP) and churn prediction period ( CP). Most of the existing methods cannot be applied to casual games because casual game players tend to churn very quickly and they do not pay periodic subscription fees. While churn prediction and analysis can provide important insights and action cues on retention, its application using play log data has been primitive or very limited in the casual game area. In this study, we focus on churn prediction of mobile and online casual games. With the resulting fierce competition, now both acquisition and retention of users are the prime concerns in the field. On the other hand, development of casual games has become easier than ever as a result of the advancement of development tools. Interaction with such devices has evolved into frequent and short-duration usage, and this phenomenon has resulted in a pervasive popularity of casual games in the game sector. She went, in the blink of a coach's eye, from hating Pickleball to having a fine productive time.Internet-connected devices, especially mobile devices such as smartphones, have become widely accessible in the past decade. Simply because one instructor took the time to analyze the situation and communicate quickly and insightfully - whereas the other either hadn't noticed or just wasn't the communicative type - young Pickle's whole experience changed 180 degrees. It's amazing what a little insightful coaching will do. Attitude, especially in the learning stages of an endeavor, is often fragile. Instead of feeling bad about herself, frustrated with her teammates, and wondering if the bridge of her nose were bleeding, she found herself having fun - thoroughly enjoying the game and the rest of the evening. More importantly, she began to enjoy the game. The transformation was immediate: Pickle (who is a good natural athlete) began to strike the ball cleanly and accurately. The new instructor watched the play for a few minutes, then came over, took Pickle aside, asked her to take a few practice swings and spoke to her thoughtfully, showing her how to adjust the position of her feet a bit and add more 'flick' to her serve. Just as things were looking bleakest, however, the players rotated courts, so while the teams stayed the same they now had different instructors. Pickle was miserable, unsure how to hit the ball right, feeling like she wanted to leave and cry, though maybe not in that order. Another time one of the players on her team said to her (it might have been jokingly but it was hard for her to tell), "Hey, do you have a hole in your racquet?" Meanwhile the instructor wasn't saying anything, just quietly playing pickleball along with the rest of them. One time it even deflected back off her paddle and scraped the bridge of her nose, causing it to slightly bleed. She had a hard time hitting the ball where she wanted it to go. Pickle had never played before and was making plenty of mistakes.
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