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Mobile gaming benchmarks: How do subcategories compare?

We’ve just released a new insightful report - the Mobile Gaming Benchmarks.

The report covers the first quarter of 2018, with a deep dive look at gaming performance. Not only do we look at the metrics that matter, but we also review the sources that drive the best performing users. Ready for it? You can download it now!

Mobile Gaming Benchmarks Q1 2018

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To give you a preview of sorts, we’ve taken a sliver of the data from the full report. This article covers day 7 performance between gaming subcategories, such as Word or Action games, to see how differently they behave within a single vertical. Read on to discover the difference in retention and events for different types of games.

How did we make this report?

All the data from this report, and our recently released gaming benchmarks, comes direct from our new benchmarks tool. This new feature crunches over four billion installs across more than 7000 apps, and can show you how your mobile marketing stacks up against the rest. It’s incredibly powerful, and totally free.

Take a look today and get a better understanding of mobile marketing performance around the world.

How do organic retention rates compare to paid?

When it comes to retention, many mobile marketers pin the seventh day after install as key moment in understanding their user base, and rigorously analyze this time in order to gauge how their apps are doing.

Here, we’ve aggregated the performance of all users in our database who installed a gaming app in Q1, 2018, and then tracked what they did for 30 days after that install. Below are our first charts in the series, which look at the different sources of traffic, paid and organic.

Let’s look at performance between the 13 subcategories. Here, retention on day seven ranges from 11% (for paid users playing Strategy games) to 20% (for organic users playing on Word games.) When compared to an aggregate of benchmarks from our earlier report, these figures are fairly standard for the industry.

Elite retention for gaming apps peaks at 30% on day 7, so it’s expected for most apps to sit at between 15-20% retention rate (as we’re comparing with every type of app).

On the organic side, Action, Arcade, Role Playing, Sports and Strategy games retain relatively poorly (under 15%) and Word games retain best. The best paid performance happens to be Puzzle games, closely followed by Word. At the lower end of the scale, Role Playing games and Strategy retain poorly.

Let’s compare performance together.

There’s little to separate organic and paid channels, with most subcategories operating within a 2% difference of each other. However, there is one outlier: Arcade games have a 4% difference, with paid outperforming organic.

Seven of the 13 subcategories have a better-performing organic user base. The most engaged subcategory of all are players of Word games, with Puzzle a close second, and Board in third.

Comparing events

Retention isn’t the only metric we talk about in our benchmarks report - we also analyze events to uncover how engaged apps are on a day-to-day basis. Here, the more events performed by users per day usually means the more likely they are to be enjoying their experience.

By far, Word games not only retain better, but they also receive the highest number of in-app events performed by users. On day seven after install, users from paid sources perform more than 10 in-game events - the highest level of engagement.

On the lower end of the scale, Adventure and Sports games receive one (or less than one) event per day. This is surprisingly lower than their retention figures would suggest.

Paid sources edge organic in a comparison, with seven of 10 subcategories having higher engagement from paid-for users.

Our upcoming Gaming benchmarks report is rich with data, and has been built to help you compare your own performance as well. Take a look here to find our download page, and get the report in a few clicks!

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