In the last few weeks, I've received several questions about the marketability of mobile games, particularly regarding 𝐍𝐞𝐱𝐭 𝐝𝐚𝐲 retention rates. What constitutes a really good (and achievable) next day retention rate across different genres? 𝐃𝐚𝐭𝐚 𝐢𝐧𝐬𝐢𝐠𝐡𝐭𝐬 To address this, I'd like to share some insights. I've compiled data from discussions with many developers (thanks to my extensive network in the industry, built through past activities with Google teams in Europe, Brazil, China, Vietnam, India, and Africa), along with data occasionally shared by Google Play teams (ie. genre reports some time ago) At the attached chart, you'll find ranges for Day 2 retention rates (where the install day is considered Day 1) 𝐋𝐢𝐦𝐢𝐭𝐚𝐭𝐢𝐨𝐧𝐬 𝐚𝐧𝐝 𝐚𝐬𝐭𝐞𝐫𝐢𝐬𝐤𝐬 Of course from the start I will add a few asterisks: ✱ This is my personal view based on limited data points. Please treat this information with caution, as in some cases, it relies on a very small sample size. ✱ Typically, Android versions have slightly lower retention rates than average, while iOS versions have slightly higher rates ✱ It's important to note that game genres and subgenres encompass a wide array of titles with significant differences. Some genres and subgenres are less clearly defined. ✱ These are averages taken from T1 markets. In most cases, these rates will be slightly lower for T2 and T3 markets. At the same time, it would be great to hear any feedback: - ✅ Is it useful in this form anyway? If yes, feel free to reshare, comment, add "Like" - ✅ Do you agree or disagree with some of the points? It would be great to improve this based on your views and data #mobilegaming #mobilegames #data #marketability #gaming
I have the impression that over the past 2 years, the noticeable trend of shorter lifespan on users engagement has stopped (2016?-2020), or even reversed, and we have seen an improved D1 retention rate. I wonder if this is because I have more good games that are consumed by the majority of users, or if there is generally a smaller number of games. Or perhaps it's just the impression that retention has been sustained since 2022.
Nice! Thanks for sharing Are these numbers from organics installs ? Since if not, its totally biased by the network they are making UA from and maybe some genres rely more on incent partners (higher CPI, higher retention) and other make IAP campaigns (higher cpi, higher retention) while others just needs volume since they monetize through Ads (like hypercasual and happen to have lower CPI and lower retention) ROAS for the win 🫶🏻
Curious - do you have games that are marketed and say early phase that look/feel hyper/hybrid casual but later become truly say 4x classified as 4x?
Mariusz Gąsiewski thank you for this information, very helpful! Do you have same information about kids games?
Thank you for providing the data. It serves as a good and motivating benchmark. As you mentioned, it's important for everyone to be aware of the data's limitations, such as small sample sizes, the likelihood of including primarily tier 1 games in the genre, the inclusion of paid traffic, overlaps between genres, and game themes that also influence retention, among others etc. Nonetheless, as a general benchmark, it is extremely useful.
Mariusz Gąsiewski Thanks for sharing! Biggest question IMO, is the sample set here focused on / limited to 'successful, high-scale' games? The problem I frequently encounter with data sets like this is that they are overweight (90%+) with games within each genre whose retention wasn't competitive enough to scale.
Thank you for the great insights.
Thanks, these are useful. Though, it would be even better to know the period of data collection.
Great chart to consider! Could you please maybe elaborate on definition of "really good, yet achievable" rates? E.g. Top1000 grossing good, or something else?
Studio Head | Product & Design Leader | Ex EA, Tencent, PUBG | 450 MN+ downloads
10moAiming for a Day 1 retention rate around 35% is solid for most mobile games, though it can vary by genre. Puzzle and matching games often lead the pack with higher retention, hinting at the value of engaging content. Remember, iOS users tend to stick around longer than Android ones, and leveraging owned media like in-game prompts can boost retention more effectively than paid ads. Tailoring your game's features and marketing efforts based on these insights can help your title stand out in the crowded mobile game market