Motivated mobile game installations have increased by 3.6% since the 3rd quarter of last year, according to the AppsFlyer marketing analytics platform.
The main driver of market growth was the iOS platform, where non-organic downloads increased 5 times compared to Android.
Such growth is explained simply: developers are getting more and more data about users, which makes it easier for them to avoid problems with promoting their games in app stores.
In addition, the share of motivated traffic in iOS app downloads in Asian countries has significantly increased. In China, non-organic accounts for 30% of downloads of all mobile apps for iOS. In South Korea, Taiwan and Japan, the Apple platform has also seen a significant increase in motivated downloads.
The report also analyzes the retention statistics of organic and non-organic users.
Organic downloads over time, on average, retain users 60% better than non-organic ones. The retention of gamers on iOS is 18% higher than that of Android.
Motivated downloads do not motivate gamers to play more often: in 90 days, the average non−organic player spent 41 sessions, and organic – 89 sessions.
As for retention in general, its level has not changed significantly globally compared to the third quarter of 2016. Only 12.6% of users continue to play games on the 10th day, and on the 27th day the retention drops to 5.9%.
The AppsFlyer report is based on the study of 1.3 thousand applications in 40 countries during the 3rd quarter of 2017.
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