Method to detect and score churn in online social games

A method comprising:

• monitoring online engagements of a plurality of players of a first online game, to determine respective engagement parameters for each player;
• automatically calculating respective chum probability scores for each of the plurality of players;
• automatically identifying from the plurality of players a chum candidate based at least in part on determining that the churn probability score of the churn candidate exceeds a threshold value;
• and
• in an automated operation performed by one or more processors configured to perform the automated operation, in response to the identifying of the chum candidate, automatically generating a player-specific message to communicate to the churn candidate one or more clues to completing an existing in-game task that is to be completed by the chum candidate by performance of gameplay actions within the first online game, and causing delivery of the message to a user device associated with the churn candidate.

A non-transitory computer readable storage medium storing instructions for causing a machine, in response to execution of the instructions by the machine, to perform operations comprising:

• monitoring online engagements of a plurality of players of a first online game, to determine respective engagement parameters for each player;
• automatically calculating respective chum probability scores for each of the plurality of players;
• automatically identifying from the plurality of players a churn candidate based at least in part on determining that the churn probability score of the churn candidate exceeds a threshold value;
• and
• in an automated operation performed by one or more processors configured to perform the automated operation, in response to the identifying of the chum candidate, automatically generating a player-specific message to communicate to the churn candidate one or more clues to completing an existing in-game task that is to be completed by e chum candidate by performance of gameplay actions within the first online game, and causing delivery of the message to a user device associated with the churn candidate.