2020 Mobile Game Report From Liftoff
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The following is the 2020 Mobile Game Report From Liftoffrecommended by recordtrend.com. And this article belongs to the classification: research report, Mobile games.
The report analyzes 314 million first ad interactions, 300 million installations and 6.5 million in app purchases generated by 697 game apps from June 2019 to may 2020. Highlights of the report are as follows:
The new year of the strategy game
As consumers gradually adapt to the new normal of the new epidemic, liftoff data reveals new trends. Players are willing to invest more time and energy in mobile games, which is good for moderate games and strategy games. The retention rate of leisure games and super leisure games decreased slightly compared with the same period, and the retention rate of the third day decreased by 1.2% compared with the average level in 2019.
At the same time, strategy games and moderate games are the best, with the lowest cost (more than 1 / 3 lower than leisure games), and ROAs ranks first in all game categories. 17.2% after 7 days and 39.5% after 30 days, higher than the global benchmark of 3%. The average retention rate of paid users is 15%, which is much higher than that of natural access users.
“Mobile games are more popular than ever, and mobile phones will continue to be the main source of entertainment for players as a” haven “for players during an epidemic, said Mark Ellis, chief executive and co-founder of liftoff. Mobile marketers should re-examine their user interaction strategies, fully meet the needs of new players, and then increase their stickiness, rather than just meet the installation requirements. “
Android’s performance is remarkable, ahead of IOS
The competition between Android and IOS platforms has never stopped. In this year’s “Download for king” fierce competition mode, the performance of the two platforms is not equal. Although there are many similarities between the two, Android is still in the lead, surpassing IOS for two consecutive years. The installation cost of the Android platform is $0.89, only a quarter of that of IOS (US $3.91). The 7-day ROAs of Android is also higher than 2.8% of IOS, showing its strength in front of mobile marketers again. In addition, the CPI of Android platform has been lower than IOS for two consecutive years. Now, it’s time for mobile marketers to consider how to improve in app purchase through Android platform and get higher ROI than IOS platform.
Getting user installation is important, but the key to success is interaction
As mobile users are more active in seeking new forms of entertainment, the acquisition cost of new users has reached the lowest in history. Global CPI fell 66% year-on-year, reaching a record low of $1.47. Registration costs for all game apps fell 37.6%, to a record low of $5.72.
Although players are willing to try new games, deepening their interaction is not easy. The cost of enabling users to reach in app purchases (IAP) rose 24% to $43.88, the highest level since 2018. The conversion rate of in app purchases fell by 46%, most likely due to the recession and declining disposable income.
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