Jam City: a mobile game with a retention of less than 20% on day 7 — a place in the softlonch
It is increasingly difficult for newcomers to the mobile games market to squeeze into a row with major publishers. This was stated by Jam City Vice President Jeremy Horn at Pocket Gamer Connects 2018 in Helsinki.
Jam City’s Halloween
In support of his words , Horn cited the following figures:
- the average price of installing casual mobile games has grown to $12 in the US and to $5-8 in the world;
- 80% of the highest—grossing games are older than 18 months.
Judging by these data, users are in no hurry to leave the cash games. This creates additional difficulties for new companies, forcing them to spend even more on marketing. Meanwhile, industry standards for new games are growing:
If developers fail to achieve these indicators, the game should be returned to the softlonch and review something in it, otherwise it will not be possible to move top projects, according to Horn.
Vice President of Jam City
Horn also noted that his company plans to stay in the mature market by expanding the scope of its activities. She wants to turn into a real entertainment factory and produce other forms of media (books, movies, TV shows) in addition to games. Last year, she took the first step into the market of interactive mobile novels.
Vice President of Jam City
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