Call Of Duty's Secret To Player Retention: Activision's Latest Study Exposes All - Microsoft (NASDAQ:MSFT)

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Microsoft Corp.‘s MSFT Activision has released a detailed study examining the effects of skill-based matchmaking (SBMM) in Call of Duty: Modern Warfare 3, revealing that adjusting the algorithm significantly impacts player retention. The Experiment: Testing Reduced SBMM Earlier this year, Activision conducted a “deprioritize skill test” in which the importance of skill in matchmaking was reduced but not entirely eliminated, IGN reported. See Also: Activision Opens Up About Skill-Based Matchmaking In Call Of Duty For two weeks, 50% of the North American player base experienced this modified algorithm. The results were clear: “With deprioritized skill, returning player rate was down significantly for 90% of players,” according to the white paper. Although the top 10% of highly skilled players returned in greater numbers, the overall player base saw a decline. The Mechanics Of Matchmaking Call of Duty’s current matchmaking system prioritizes several factors, including player connection quality and match entry time. Skill, platform, recent maps and modes, and other variables are also considered. Skill levels are recalculated after every match based on metrics like total kills, kill/death ratios, and interactions with enemies. This system aims to provide a balanced experience while quickly adapting to player performance changes. The Consequences Of Lowering SBMM The study indicates that reducing SBMM’s influence leads to fewer players returning to the game. This decline, while small in percentage terms, is significant given the game’s large player base. If this trend continued, lower-skilled players would leave at higher rates, leaving only higher-skilled players. This shift would eventually cause mid-level players to become the new lowest-skilled group, leading to their drop-off and negatively affecting overall player retention. The paper also highlights that a similar survey, where skill constraints were tightened, yielded opposite results. Lower-skilled players returned more frequently, while higher-skilled players dropped off. Matches without strong SBMM saw an increase in “blowouts” (lopsided matches), which most players find less enjoyable. Lower-skilled players also experienced lower kill-per-minute rates, indicating less engagement. Player Reactions And Ongoing Debate The community response to the study has been mixed. Some players argue that the current algorithm recalculates skill too aggressively, suggesting that a win/loss-based system might be more effective. Others believe that the game’s focus should be on creating a balanced experience where players win and lose an equal amount over time. Despite the controversy, Activision’s stance is to keep more players engaged for longer periods. Read Next: