The Power of Q5 and Retention: Lessons from SciPlay

We sat down once again with SciPlay CEO Josh Wilson to unpack what keeps the company ahead in social casino and beyond. In our last conversation, we covered the key drivers behind their growth—data-driven decisions, infrastructure improvements, strategic acquisitions, and a stronger direct-to-consumer focus (read more in 6 x Operative Changes That Kept SciPlay Growing Despite the Market Headwinds ). This time, we go deeper into how SciPlay is adapting, innovating, and setting the stage for the future of gaming.

The Extended Power of Q5 Mishka kicks off the conversation by diving into the topic of the fifth quarter (Q5) , a time of the year that presents a significant opportunity for game makers due to a surge in new device gifting, resulting in a spike in user downloads. Josh clarifies the notion. For him, Q5 is no longer just the period after December 25th when new devices enter the market and user acquisition costs drop, creating a rare window for aggressive user acquisition .

For games, Q5 actually begins a week before Thanksgiving and runs all the way until mid-February. The extended timeframe comes from a combination of factors—people taking time off, higher engagement, and a unique window where player behavior shifts, making it the perfect moment to introduce fresh content, optimize Live Ops, and drive long-term retention. "If you don't have the best game, you missed out.

" To fully take advantage of Q5, developers must supercharge their Live Ops, release content faster, and ensure their game is optimized for the influx of new users post-Christmas. With Apple’s privacy changes, this window has only become more important—some studios straight-up depend on Q5 returns to carry them through the year. Nail it, and it’s not just a seasonal boost—it’s momentum that lasts.

Stalled Growth in the Gaming Industry SciPlay has been on a consistent growth path. The company has been unhindered by market evolution, changes in the company ownership going from private to public to being acquired by another public company. The podcast transitioned to discussing the challenges posed by privacy changes, which have disrupted traditional growth strategies.

Josh reflected on the industry's shift in 2021—from a revenue-growth-driven mindset to a margin-focused approach. In response, SciPlay pivoted to prioritize customer retention, effectively adopting a player-first philosophy (also read more about this in our previous blog where Josh talks about how they are “more of a CRM company than we are a mobile video game company”). "If we can't buy growth, how do we grow?

The only way to grow in this world is to never lose a customer you own. " Instead of chasing user acquisition at unsustainable costs, SciPlay doubled down on player experience, engagement, and longevity. The results speak for themselves—rather than relying on a single hit game, they have methodically grown multiple titles year over year.