Learnings and insights from Benchmarks+. Performance Insights for 1.2bn Monthly Players from 2019
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The document presents insights from GameAnalytics on mobile gaming statistics and industry benchmarks from 2019, highlighting key findings regarding Average Revenue Per Paying User (ARPPU) and conversion rates. It notes that ARPPU peaked in 2018 but is declining toward 2016 levels, while the conversion rate is increasing, particularly for the top 5% of games. Additionally, the report emphasizes that player retention is decreasing earlier in the year, especially in casual games, with implications for competition and game strategy.
Learnings and insights from Benchmarks+. Performance Insights for 1.2bn Monthly Players from 2019
- 1. GameAnalytics Mobile Gaming Stats from 2019 The latest industry benchmarks for mobile games (Q1 2019 – Q4 2019) Nikolaj Ahlberg-Pedersen VP of Product at GameAnalytics
- 2. Insights from Benchmarks+ gameanalytics.com These findings are from our new insights platform, Benchmarks+, which features aggregated data from: 1.2B+ 88,000+ Games in 18 genres Monthly players 16B+ 150M+ Monthly transactions Monthly sessions Today, we’ll be focusing on the top % quantiles across certain key metrics at a category and genre level.
- 3. gameanalytics.com Benchmarks+ aggregation ARPPU example For each day.. ● Include only games with yearly peak DAU>1000 ● Calculate ARPPU for each game ● Determine quantile groups (top % values) and store these Displaying the quantile metrics.. ● Show over weeks ● For each week calculate the average over the 7 days
- 4. Finding 1: ARPPU peaked in 2018, 2019 getting closer to 2016 level
- 5. Top 5% ARPPU (all genres) getting closer to 2016 values, currently around 20% higher gameanalytics.com $66 for 2019 $54 for 2016 Top 5% Top 10% Top 15% ARPPU
- 6. Top 5% ARPPU (classic genres) also decreased, but remains higher compared to 2016 gameanalytics.com $67 for 2019 $47 for 2016 Top 5% Top 10% Top 15% ARPPU
- 7. 2018 saw a record high ARPPU peak in casual games… gameanalytics.com Top 5% Top 10% Top 15% $112 record high ARPPU
- 8. …and is starting to decline in 2019 gameanalytics.com Top 5% Top 10% Top 15% ARPPU
- 9. Finding 2: ARPPU decreases in December for classic games
- 10. ARPPU decrease over the Christmas for the classic category... gameanalytics.com Top 5% Top 10% Top 15% ARPPU
- 11. …but more players are paying gameanalytics.com Conversion
- 12. Top 5% ARPDAU is climbing for casual games gameanalytics.com ARPDAU
- 13. Finding 3: Conversion rate is increasing, especially for the Top 5%
- 14. Overall, conversion rate is increasing gameanalytics.com 0.5% increase Top 5% Top 10% Top 15% Conversion
- 15. Finding 4: 2019 players are more active spenders in puzzle games
- 16. Conversion rate for puzzle was declining in 2017/2018… gameanalytics.com 2017 2018 2.3% 1.6% Conversion
- 17. Top 5% Top 10% Top 15% …but is now on the rise again for the Top 5% gameanalytics.com 2.5% for 2019 1.47% for 2018 2019 Conversion
- 18. Finding 5: Players are churning earlier
- 19. What are the top 5% achieving for retention in 2019? gameanalytics.com Retention 2018 2019
- 20. Retention drops in the first two weeks of January gameanalytics.com D7 Retention 2016 2017 2018 2019
- 21. And D28 retention drops in the 3rd/4th week of Jan gameanalytics.com 2016 2017 2018 2019 D28 Retention
- 22. Casual games are seeing a hit… gameanalytics.com D1 Retention 43% end of 201949% peak at start of 2018 Top 5% Top 10% Top 15%
- 23. …especially for D28 retention gameanalytics.com Top 5% Top 10% Top 15% D28 Retention 12% peak at start of 2018 9% end of 2019
- 24. What we’ve learned 1. ARPPU peaked in 2018. Now getting closer to 2016 level. ARPPU also decreases significantly during Christmas for Top 5% 2. Conversion rate is increasing. Especially for Top 5% 3. Players are churning earlier (especially in the casual genre) 4. Increase in installs over the Christmas period tends to affect retention in January
- 25. Why is this happening? 2. Increased competition for casual games 3. Top studios are getting better at using Live Ops 1. Top 5% seem more aggressive with special offers/content 4. Hyper-casual studios are diversifying
- 26. Final tips 3. Use Live Ops and advanced UA. Your competition is likely doing it already.. 2. Optimise retention before launching (soft-launch) 1. Consider several KPI’s when estimating success
- 28. Thanks for listening Any questions? Nikolaj Ahlberg-Pedersen VP of Product at GameAnalytics insights@gameanalytics.com