Optimizing a VR Gaming Subscription
The Challenge
A VR company was looking to increase subscribership after seeing significant attrition. They needed input on which benefits would entice sign-up and encourage retention, while not having to “give away the farm”.
The Approach
We conducted an online survey using a discrete choice modeling exercise that forced respondents to pick their most preferred benefits. This method is known as Token-Based Conjoint (TBC) and was created by Numerious and presented at the 2025 Sawtooth Software conference.
The Impact
The research identified the 5 biggest needle movers to add to the subscription to drive up purchase and showed that after about 8 benefits, incremental sign-ups were minimized. The data also revealed potential for a three-tiered subscription with a low price option for those more price sensitive and a premium option for the most enthusiastic. Additional details around the audience that would be the most excited about a the premium subscription were also uncovered and influenced future marketing and targeting efforts.