At the GDC conference, Flurry demonstrated a “loyalty matrix” for mobile games, which was built on the basis of user behavior in 1,382 top Android projects.
The X-axis reflects the percentage of new users who opened the application within 30 days after installation (Flurry calls this parameter Static Retention and asks it not to be confused with Rolling Retention, which reflects the percentage of users who opened the application within 30 days or more after downloading it).
The Y-axis shows the average number of sessions per week for each genre. Which genre each game belongs to, by the way, was determined in each case by Flurry itself.
As for the squares.
Square I is the “green zone”. It includes games that users return to over and over again for a long period of time. They are distinguished by simple gameplay, a high level of replayability and excellent retention. Also, similar projects can generate a large number of views. For this reason, the situation when 90% of the revenue in such games is generated by advertising is not at all uncommon. The problem is that since the peak values of the use of the average game are in the first two months, it is necessary to constantly work on the return of players. By the way, it is desirable to use games from this square to generate traffic to projects with high ARPU.
Square II – projects from this “zone” are often approached, but they cannot boast of good retention. In other words, they are played a lot for a short period of time (stick for a month, and then leave). Such projects are perfectly monetized using IAP. Players who are extremely passionate about such a product will be only too happy to pay. The “pitfall” of games from this square is the fast speed of content consumption by users. Players do not linger in such games if they find that they have been left without updates.
Square III is the “paying zone”. Games from it are characterized by low retention and low frequency of visits, but those players who spend time in such projects pay well. The problems of this niche are a small number of users and low loyalty of users. This is caused by a large number of offers in an extremely narrow niche.
Square IV – here are games of those genres that are characterized by a high level of retention, but a relatively low frequency of appeals. By “relatively” it means that the same games are launched at least once a day. These are usually runners and match-3.
Based on the loyalty matrix, Flurry built a matrix demonstrating the age and gender segmentation of mobile players’ preferences (based on MAU).
- X–axis – age;
- The Y-axis is the % of women playing similar projects.
Source: http://blog.flurry.com