A Year of Casual Games on iOS: The Usage Perspective | Fred Thuard, Loic Jalmin
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Transcript of A Year of Casual Games on iOS: The Usage Perspective | Fred Thuard, Loic Jalmin
AyearofCasualGamesoniOS:Theusageperspective
FredericThuard&LoïcJalminCEO&VPProduct
Whally
Thelargest#ofdatapointsoniOSgamesdailyusage
Whallytracksthedailyusageof434+Mplayers oniOSGameCenter
forthetop400000iOSgames
Whallydisplays&aggregatesonlypublicdataStartedmid-June2015
Identifygamesincludedinthetops1000gamespercategory,device,businessmodelandcountry
IfLeaderboard(s)thendataareaggregatedbygame
AppStoreranksfor12countries
Processdatatocalculateactiveplayer,newplayer,overlapandretention
12monthsofiOSGameCenterusage
414327gamesanalysedduringthelast12months
170340(41%)gamesareGameCenterenabled
161018(39%)GCgameswithpublicleaderboards
43000Games 53millionScores
dailyprocessing
Howmanyofthe434millionsiOSGameCenterusersareactuallyplaying?
10
20
30
40
50
60
70
80
90
March April May
Numberofuniqueactiveplayers(may2016):permonth:79Mperweek:37,5Mperday:4,7M
#monthactiveplayersoniOSGameCenter
Whatistheaveragenumber ofscorersperdaypergame-2016?
>300k
>50k>12k
10 100 300WhallyIndexposition
TOP3GAMES
represents50%ofGameCenterdailyactivityinJune2016
Winnertakesall!
WhichcategoriestoptheappStoreintermsofactiveplayers?
10
20
30
40
50
ac]on
arcadeboard
puzzle
card
casinofam
ilysim
usport
adventuremusic rol
e
strategy
Racing
dice
trivia
#ofgamecategoryoccurrenceforTOP100gamesiniOSGameCenterJune2016
Focusonsomegamearchetypes
JanuarytoJune2016,Dailyanalysisof:• #ofactiveplayersanddistributionpattern,• #ofnewplayerstoidentifyuseracquisitionpattern• Retention• Overlap
Allstargame
*stronginstallbase*strongretention*longlifespan
Boomingnewcomer
*veryfastacquisition
*strongretention
*longlifespan
Franchisedgame
*veryfastacquisition
*weakretention
*shortlifespan
Portfoliostrategy
*“userrecycle”*weakretention
*shortlifespan
Archetype#1:TheAllStargame
Numberofactiveplayersall-time:115278269monthly:7523633
daily:990000
Name:SubwaySurferPublisher:KilooReleased:12/05/12categories:arcade,action
0
350000
700000
1050000
1400000
4/1/16 4/8/16 4/15/16 4/22/16 4/29/16 5/6/16 5/13/16 5/20/16 5/27/16 6/3/16 6/10/16 6/18/16 6/25/16
NewusersAcbveusers
Numberofactiveandnewplayersperdayduringthelast3months
Archetype#1:TheAllStargameDNA:• MostdownloadedgameeveroniOS:1bdownloads+100m.playersoniOS• Around10%ofdailyactiveplayersarefirsttimeplayers(99000installsperdayonaverage)
• Nopaidacquisition->un-targetedorganicgrowth—>D2retentionweakbutstrongD30
OverlapRetention-May16
D2:25% D8:15% D30:8% Blocky6 Crossroad Stack
Archetype#2:Theboomingnewcomer
Numberofactiveplayersall-time:20064380monthly:6870000
daily:1100000
Name:ColorswitchPublisher:FortafygamesReleased:06/12/15categories:arcade,action
0
400000
800000
1200000
1600000
12/7/15 12/16/15 12/27/15 1/6/16 1/15/16 1/24/16 2/2/16 3/31/16 4/9/16 4/18/16 4/27/16 5/6/16 5/15/16 5/24/16 6/2/16 6/11/16 6/21/16 6/30/16
new_playersnb_players
Numberofactiveandnewplayersperdaysincegamelaunch
Archetype#2:Theboomingnewcomer
DNA:• Veryfastplayeracquisitionatlaunch• Around7,5%ofdailyactiveplayersarefirsttimeplayers(83000installsperdayonaverage)
• Steadytargetedacquisition—>verygoodretention
D2:42% D8:24% D30:10% Blocky6 SubwaySurfer Stack
OverlapRetention-May16
Archetype#3:Thefranchisegame
Numberofactiveplayersall-time:4148838monthly:3261000
daily:406000
Name:HungrysharkworldPublisher:UbisoftReleased:14/12/15categories:action
0
175000
350000
525000
700000
newplayersacbveplayers
Numberofactiveandnewplayersperdaysincegamelaunch,20160506
Archetype#3:Thefranchisegame
DNA:• Successfullaunch-veryfastacquisitionprocess• Around6%ofdailyactiveplayersarefirsttimeplayers(50000installsperdayonaverage)
• Targeteduseracquisition+averagecopycatgame—>strongD2retentionandweakD30retention
D2:40% D8:17% D30:4% Hungrysharkevo
SubwaySurfer
Colorswitch
OverlapRetention-May16
Archetype#4:Theportfoliostrategy
Numberofactiveplayersall-time:20064380monthly:3888245
daily:400000
Name:StackPublisher:KetchappReleased:17/02/16categories:arcade,action
0
300000
600000
900000
1200000
3/1/16 3/8/16 3/15/16 3/22/16 3/29/16 4/5/16 4/12/16 4/19/16 4/26/16 5/3/16 5/10/16 5/17/16 5/24/16 5/31/16 6/7/16 6/15/16 6/22/16 6/29/16
new_playersnb_players
Archetype#4:Thecataloguestrategy
DNA:• Veryfastplayeracquisitionatlaunchpowersbycrosspromotion• Around13%ofdailyactiveplayersarefirsttimeplayers(40000installsperdayonaverage)
• Steadycrosspromotionacquisition—>targeteduser—>strongD2
D2:40% D8:18% D30:5% Blocky6 1010! Colorswitch
OverlapRetention-May16
Subwaysurfer Colorswitch HungrySharkworld Stack
D2retentioninMay16 25% 42% 40% 40%
D8retentioninMay16 15% 24% 17% 18%
D30retentioninMay16 8% 10% 4% 5%
UniqueplayersperdayinMay16 990000 1100000 406000 405000
NewplayersperdayinMay16 99000 83000 50000 40000
KeylearningsThetopisalongwayhome:SubwaySurfersisstillthemostdownloadedandmostplayedaccordingtoiOSGameCenter.
…Butitdoesnotcostmuchtomakeittothetop:ColorSwitch
PortfoliostrategyworksoncasualgamingtolowerUAcosts
FocusonretentionwillhelptoavoidthehickupeffectonUAevenformobilecasualgames…
AyearofCasualGamesoniOS:Theusageperspective
FredericThuard&LoïcJalminCEO&VPProduct
Whally
THANKYOU!