The greatest retention in games is given by traffic from Twitter and Vungle
The AppsFlyer platform has presented a rating of mobile gaming traffic sources. The company told which services generate the largest number of paid installations and whose traffic is the best in terms of retention.
From July to December 2016 , the largest number of downloads in the world on Android provided:
- Google AdWords
- Unity Ads
In terms of traffic quality, the troika looks different. The following download sources showed the best retention:
- Google AdWords
In the second half of 2016 , the largest number of downloads in the world on iOS generated:
- AppLovin
- Unity Ads
The following companies had the best iOS traffic retention in terms of:
- Vungle
- AdColony
- AppLovin
As already noted above, this is data for the world. The situation varies from region to region. For example, Chartboost shows the best indicators on iOS in terms of retention in Latin America, and myTarget is the leader in Eastern Europe.
In addition to the collected data, AppsFlyer also shared two important observations.
The first concerns video advertising. According to the company, the retention of users obtained through such promotion is 23% higher than the “weighted average global retention index”.
The second point is about rewarded advertising formats. AppsFlyer writes that the quality of traffic coming from such formats is very low. The retention rate of users acquired through rewarded advertising is 60% lower than the weighted average.
The full version of the report can be downloaded on the AppsFlyer website.
A source: AppsFlyer
