Swrve: 19% of new users log into the game only once

Recently, Swrve published a recent study. His main question is: how long do new players stay in the project? We suggest you to get acquainted with its Russian version.

Methodology

The report covers data from 90 game days of users of free-to-play games. To get this data, Swrve started tracking new players in specific games in November.

Sessions

So, 45% of gamers do not log in to the app more than 4 times in the first 90 days after installing the game. 19% generally come in only once. Swrve experts claim that these are very large numbers. Imagine you bought good traffic, a lot of users downloaded your game, and then more than half decided after several sessions that it was enough, they had played enough.

The number of sessions played in the first 90 days

Retention

Swrve also assessed the average retweet, looked at how many users are active after the first session on the first, seventh and thirtieth day. Below is the schedule of the retension for all new players in November last year.

Retention of players on the 1st and 30th day after the first session

Based on not the most positive figures, Swrve concludes: acquisition as a metric, in many cases it can be considered meaningless at all.

It's not that you don't have to spend money on acquiring users. It's just that if you don't track and carefully work with data on user behavior in the game, there's not much point in acquiring users.

Money

Keeping users in the game is talking about one topic, making them pay is completely different. Actually, the main figure is as follows: only 2.2% of all new players made at least one payment in the first 90 days after installing the application.

The average amount deposited by these players is $20.62 (on average, everyone bought three IAPs, the average price of each was $6.15).

Swrve's total revenue per installation was $0.45 (excluding advertising revenue and revenue from paid applications). The company suggests comparing this figure with the CPI.

40% of paying players pay only once, 20% of paying players pay twice, only about 6.2% of users make more than 10 payments.

The percentage of payers by the number of payments at the end of 90 days

53.5% of the revenue from players falls in the first week after downloading, then there is a severe drop. In the second week, only 12.6% of the revenue comes in. The fall, as a rule, continues further. In week 13, only 1% of revenue comes from users.

Revenue distribution based on the results of 90 days (by week)

In principle, this trend is superimposed on the results of the first week. In other words, the most money from the project is received on the first day users are in the game, then the probability of this decreases every day: 36% of revenue falls on the first three days of the game, 21% of payments — on the first day.

Revenue distribution based on the results of 90 days (by day)

Most users make their first purchase on the very first day.

Distribution of first purchases by week

Results

As we have already written, Swrve experts found that only 2.2% of players buy something during the entire time period.

If you rank all payers using a decile coefficient (the ratio of 10% of those who contributed the most money to the game, with 10% of those who contributed the least), you will find that 10% of new users are responsible for 46.4% of income.

In fact, it turns out that 0.22% of new players in November accounted for more than 46% of all profits earned from the acquisition of users over time.

Profit distribution based on the results of 90 days (after applying the decile coefficient to payers)

A source: http://landingpage.swrve.com