[Reducing Ad Costs by Improving Retention] HEALTHREE, which achieved a 60% monthly retention rate with its own app, launches 'HEALTHREE for Biz.' a gamification development support service

HEALTHREE Inc. (Shibuya-ku, Tokyo; Representatives: Shinya Yamamoto / Genki Tanaka), which operates the healthcare gamification app "HEALTHREE," has launched a co-development support service that provides its accumulated gamification design and development know-how to corporations.

This service offers HEALTHREE's expertise in gamification design, which has been proven through the operation of its own app to achieve a 60% monthly retention rate, to external companies for app planning, development, and growth support.

Prior to the official launch of the service, a partnership with FiT Inc., which operates fitness gyms such as "LifeFit," is already underway.

Background: Improving retention prevents "meaningless advertising spend"

"If the monthly retention rate doubles, effective advertising costs can be reduced by 50%." This calculation is a conservative model with only "monthly retention rate" as a variable, but data obtained from HEALTHREE's own service operation suggests even greater effects. By introducing gamification design, user "engagement" has increased, resulting in the following comprehensive improvements:

① Improvement in DAU/MAU ratio: Even with the same MAU, daily usage frequency increases, and contact time per user rises.

② Increase in revisit rate: The re-activation rate of users who have churned once is high, significantly reducing the cost of re-engagement.

③ Strengthening of monetization conversion rate and average revenue per user: Users with higher engagement show higher conversion rates to in-app purchases, improving ARPU (Average Revenue Per User) and LTV (Customer Lifetime Value).

Considering these combined effects, the effective reduction in advertising costs is expected to exceed 50%. Gamification design is not merely a "retention improvement measure" but functions as a driver for improving the capital efficiency of the entire business, simultaneously achieving CAC reduction, ARPU improvement, and LTV maximization.

HEALTHREE's Strength: Know-how proven with its own product

Since its establishment in 2022, HEALTHREE has developed and operated a gamified app that encourages users to exercise continuously in the healthcare domain.

Download users: Approximately 300,000 Monthly retention rate: 60% (approximately 2-3 times the industry average)

These figures were not achieved through outsourced development but were cultivated by the company itself, facing users daily as an operator. By opening up the experience of designing products as a business owner to external partners, HEALTHREE provides services with a high probability of success.

[Implementation Case Study] Co-development example with FiT Inc.

Partner company: FiT Inc. (operates 24-hour fitness gym "LifeFit") Theme: Gamification construction in customer management app HEALTHREE's role: Accompaniment support for planning, requirements definition, UI/UX design, and development direction.

HEALTHREE is responsible for planning and developing gamification features to promote user habit formation and continuous use in the management app operated by FiT Inc. HEALTHREE began accompanying FiT from the planning phase, adapting the "design principles that generate continuous action" cultivated in its own products to FiT's business domain.

Positioning of this case: This case is positioned as a representative example demonstrating that HEALTHREE's know-how, cultivated in the healthcare domain, can be implemented in the adjacent field of fitness business. HEALTHREE's gamification design principles relate to the essence of human behavior – "people continuing" – and are therefore considered applicable across industries. The service provision to FiT Inc. serves as a proof-of-concept.

Features of the services offered

HEALTHREE flexibly combines and provides three types of services according to the client's business phase and challenges.

1. Consulting / Training We organize business challenges, design gamification strategies, and build logic directly linked to KPIs (retention rate, habit formation indicators). Our basic stance is to accompany clients from the pre-requirements definition stage, delving into the business structure to discuss "what to create," and also offering gamification training for internal staff.

2. UI/UX Design / Development We conduct UI/UX design and co-development of MVPs. Executive producers, lead designers, and engineers who have launched and operated our own products are directly involved from the initial design stage, enhancing the probability of success not only through engineering but also through "gamification design from a business perspective." The same class of personnel is directly engaged in the co-development with FiT Inc.

3. Joint Business / Joint Development Not just creating and delivering, but...