Motti Colman, Optimove’s Director of New Business, believes companies need to fix missed opportunities, “Traditionally, games companies look at three segments; new, active and churn. Churn is often [deprioritised] but 18% of first-time churners, on average, can be reactivated, which means multi-time churners – thanks to the zig-zag phenomenon (where active users leave and then come back repeatedly) – can be identified and incentivised differently.