Appsflyer told about the retention level, the average number of events per installation and ARPPU of casual games and puzzles in the Casual & Puzzle Games Data Benchmarks study.
Appsflyer specialists considered only data received from the US market for the first quarter of 2017.
They found out that casual games and puzzles (casual/puzzle games) are the most popular type of games on mobile platforms. Almost 15% of all games belong to this category.
Distribution by genre of games that play ads
In terms of the amount of traffic purchased, casual games and puzzles are in fourth place.
They account for 10% of all traffic purchased in the gaming segment.
Distribution of games by genre by inorganic downloads
The average retention for this type of games depends on both the platform and whether it comes from organic or purchased traffic.
The retention of the first day on Android is slightly higher than on iOS, but subsides over longer periods of time.
Retention of casual games and platform puzzles
The situation is similar with retention rates of casual games and puzzles, depending on the traffic source.
Purchase traffic shows higher retention on the first day, but lower on the seventh and thirtieth.
Retention of casual games and puzzles by type of traffic
However, purchased users are 35% more active than organic ones.
For example, the average number of events per purchased iOS installation is 30.1 versus 19.2 for organic. This also applies to the number of completed levels and purchases.
The average conversion to a paying player in casual games and puzzles for organic traffic is 1.96%, and for non–organic traffic – 2.38%.
But at the same time, the ARPU and ARPPU of a user who came to the game without investing money on your part are higher than those purchased.
The full version of the report can be downloaded after registration here.
A source: Appsflyer