Case Study: Rummy Passion boosts app stickiness and Day-30 retention with CleverTap

How Rummy Passion Uplifted App Stickiness and Day-30 Retention Rate by 23% and 41% Respectively

Rummy Passion, India’s popular real-money rummy app, needed a better way to automate user engagement, improve app stickiness, and reduce churn as competition for players’ attention intensified. The company wanted a marketing automation platform that could help it understand user behavior, build micro-segments, and communicate with players at the right moment across their lifecycle using CleverTap.

Using CleverTap, Rummy Passion built more than 100 omnichannel campaigns and journeys across email, SMS, and push notifications, supported by control groups, funnels, and cohorts to measure and optimize performance. The result was a 23% uplift in app stickiness among the 30-day depositing cohort and a 41% boost in Day-30 retention among repeat depositors, while also improving onboarding and the overall player experience.

Rummy Passion

Bobby Garg

Chief Executive Officer