Menace sets new retention benchmark

Just three months after its launch, disruptive new iGaming brand Menace is reporting performance data showing player loyalty significantly above established market benchmarks.

Menace’s flagship crash game has delivered an average day 1 retention rate of 26 percent, exceeding the top end of market benchmarks of around 20–22 percent for comparable titles.

Player loyalty extends well beyond initial engagement. During peak months in December and January, Menace recorded day 7 retention of 24–25 percent, placing it at the very top of industry performance ranges.

The success is, in part, attributed to Menace’s integrated games studio, Ebaka Games. Around 80 percent of Menace users played an Ebaka title during a three-month period of exclusivity.

Menace founder Dmitry Belianin said: “From day one, our goal was not just to launch another operator but to build an ecosystem where content and platform are engineered together for long-term engagement. The early retention data shows that when a studio and an operator act as one product organisation, you can achieve loyalty levels that traditional integration models struggle to reach.”

Ebaka Games content was first launched exclusively with Menace alongside a major brand awareness campaign, with the content now available to third-party operators having proven strong performance.

The metrics place Menace as one of the sector’s stickiest operators, with players returning at unusually high rates for a newly-launched brand.

Of those active in a weekly cohort, players return approximately 4–5 days per week, which is once again well above industry averages.