8. Definitions Uses
Freemium: Freemium:
- use for free but premium - low barrier entry point
content chargeable
Microtransactions: Microtransactions:
- virtual items purchasable - pay according to what
for small amounts of “perceived” value is
real currency
8
13. Reach
Reach
Acquisition + Liquidity
Retention
Spenders
MAU and DAU Revenue
Differs by genre
Resources Mgt Casual Gaming / Casino
• DAU big ranges (Cityville • “Real game mechanics” • “New-ish” category
peaked at 100M, • Light and easy to get • Slotomania (1.7M),
Millionaire City 2.5M, into - casual player DoubleDown Casino
Restaurant City 5M) • Bubble Witch Saga (1.1M), Bingo Blitz (0.9M)
• Competitive genre – (4.2M DAU and rising) • High ARPDAU
most games are in this • Bejeweled Blitz (peaked • Older female skew
category at 4.6M)
13
15. Reach
Acquisition and Liquidity
Acquisition + Liquidity
Retention
Spenders
Revenue
Paid Installs
• As low as $0.1 to start
• $1 to $3 depending on segments
• Auction based platform
• Scale and spend is punished
Viral Installs
• k-factor ranges btw 10% to 25%
• Good social games with strong
viral hooks can be very high at start
• Reach close to peak within 3 to 4
months 15
17. Reach
Retention
Acquisition + Liquidity
Retention
Spenders
Revenue
Retention rates
• Day 2 retention rates is crucial
• Good games retain 35% to 40%
• Overtime quality installs drops
• Retention by level and on-boarding
drop offs to prevent lapsing users
Newbies and Veterans
• Day 3 - 7, D14, D21, D30, D60 –
there is a difference between
newbies and veteran retention
17
18. Newbie + Veteran Average Retention
Decay curve of a social game
Only 35% and 45% of users
% returning users
Veterans
actually come back the
next day
Newbies
The rest lapse out
18
20. Reach
Spenders
Acquisition + Liquidity
Retention
Spenders
Revenue
Metrics
• Small % of spenders ( <5%)
• Depends on the product offering
• By genre ARPDAU is different
Price
$50 Small % of spenders will
generate most of the
$20
revenue
$5
$1
1% - 5% 95%+ No of users
20