Research on mobile games and monetization
In this section I discuss some behavior patterns common to most mobiles, and elaborate on some KPIs I’ve found useful to observe and analyze game performance. All graphs and numbers displayed here are for illustration purposes only, and are not actual numbers of any specific title.
Conversion is a key metric for any free to play game in which monetization is based on in app purchases. But more than having converted, what you need for your title to be sustainable is payers who redeposit: payers who continue spending in your game after their first transaction. Part 1 considers different ways to look at redeposit in your game.
Day 1 retention is a KPI everyone in the mobile industry pays attention to. However, looking at day 0 return rate is an overlooked metric.
This post argues that day 0 return rate is a crucial KPI that is indicative of later retention. Designing for users to return on install day is a tangible and measurable design objective that can be hugely beneficial for your game.
Users play mobile games at regular intervals. And what those intervals are doesn’t depend on your game, but on your user’s schedule. By finding out how users engage with your title on a cyclical basis, you will be better prepared to set up your appointment mechanisms and design for the highest engagement possible
Alexandre Macmillan 