Games lag behind other mobile apps in terms of retention

Games have the lowest retention compared to all other types of mobile applications,” Localytics analysts calculated.

Retention of 30 days (the first month) in mobile games is an average of 27% in the market. This is significantly less than other categories.

Games with a MAU of 1 million, on average, show slightly better results, but they look even less advantageous against the background of applications of other categories. For example, if the 90-day retention for popular games reaches 13%, then for tourism and lifestyle applications – 51%.

At the moment, the situation as a whole is getting worse, as the average retention of applications in the market is falling. If a year ago it was 42%, today it is 37%.

A source: Localytics