An study from 2015 suggests that these aren’t unusual figures and are reflected across the F2P segment of the MMO market; in some ways they actually appear to be better than average. This study is also referenced in an article from June of this year.
Early retention drop off
Among players who start playing a free-to-play MMO during the month of its initial release, the percentage that play on the Nth day after their initial login drops substantially. Specifically, 83% of players who log in for the first time in the same month as the game’s release will log on the following day. As time progresses, retention suffers as only 20% of players who log in for the first time during launch month will log on 30 days later. However, when users start playing twelve months after launch, the percentage that play on the Nth day falls even faster. Roughly one-third of players (35%) who log in for the first time one year after launch will log on the next day and only 3% will log on after 30 days.
MMO retention is highest among players that joined the game during its initial launch period.
Stabilization and dedicated late arrivals
For free-to-play MMOs we see stabilization occurring generally 24 months after release, as this is a period in which the quality of newly arriving players improves. Players that start playing at this time are generally introduced by word-of-mouth or have made the decision to join after more careful consideration rather than trying the game out of boredom or serendipity. Consequently, retention among these late arrivals skews higher, with roughly 40% of users logging on one day after their first login and 2% of them returning on the 30th day after they first log in. This percentage drops further when looking at a longer time frame, such as 90, 180 or even 540 days, as pictured below.
Bearing in mind that the MMO market in general is currently seen as being in decline and has been for some time. I don’t think Eve is doing too badly with the retention of those who actually make it to first login, with the rate being about 4% after 30 days and 2.5% after 90 days; especially when you consider that CCP changed the product model to a “freemium” one nearly 3 years ago.
The only figures that can be considered low are the number of people who actually log in after registering and those who log in during week 1 after initial log in.