Nielsen: the first update to the mobile game should be released 3-5 weeks after the release

The main reason for the sharp decline in interest in the game, as a rule, is the unsatisfied demand for new content, so it is important to release it as soon as possible (preferably 3-5 weeks after release), the Nielsen analytical company reports in its latest study.

Fallout Shelter
Often, the success of high-profile gaming projects quickly fades away.

This applies to both products for home and mobile platforms. Sometimes this can be explained by inflated expectations or low quality of the product, as, for example, was the case with No Man’s Sky. But what could be the problem if the game collects good reviews and is positioned as a service?

Nielsen claims that the reason for the loss of audience, including for sensational projects like Clash Royale, Pokemon GO and Fallout Shelter, is an unsatisfied demand for new content.

In most of the cases investigated by the company, the demand for new content among the first involved users (early adopters) reaches a peak within three to five weeks after the immediate release. During this time, they usually “eat” the content or get tired of the existing gameplay. This was observed in most titles that Nielsen analyzed, regardless of genre and target audience.

Demand for new content in sensational projects 
The obvious conclusion that the researchers make is that even before the release, developers should plan to release new content in the first three to five weeks after the release.

The release of new content, when the first wave of the engaged audience is still in the game, will not only keep their attention, saving on the budget for their re-involvement, but will also keep the hype they create at the same level.

There is no universal solution to what type of content should be included in the updates. Nielsen believes that everything depends on the genre here (developers three-in-a-row, for example, should work primarily on finalizing the gameplay, but fans of sports games will appreciate the new graphics).

We, in turn, would like to draw attention to the fact that updates today have become an important tool for retaining paid projects. DLC, gameplay innovations and permanent patches make it possible to sell well, including games such as Civilization, Europa Universalis and Dark Souls.

A source: Nielsen