Retention Rates in Gaming

We can see on data (two data sources: AppsFlyer and Adjust) that the retention rates in gaming is slightly declining. Of course there are still games with exceptional retention rates + there are some genres that got into “casualisation” trend so its data is improving, although once we talk about average data, the trend is visible…

What is the reason? Too much content and too many games? Strong focus on advertising and Growth that is moving away users from one game to another? Much more focus on monetisation than on retention? Focusing on low hanging fruits, known patterns – so finally there is not so much innovation in the games?

#mobilegaming #insights #retention