Article 3 of 10 in the series: What the Top 50 Games do with In App Purchasing that the Rest of Us Don’t
By Mike Hines (@MikeFHines)
In the previous article in this series, we took a look at retention, usage and IAP results of our participants for the first two weeks. Now we start to see where the expertise of the top 50 comes into play.
Two weeks after first install, the retention numbers are getting a little ugly for the rest of us. Now the difference is about 40% in favor of the top 50, and the top 50 are also seeing increased advantages in both time in app and average revenue.
A month later, and the retention differences are overwhelming. This is a 100% advantage for the top 50. Not only that, but the top 50 app users are spending a lot more time in the game giving them just about a 60% advantage in minutes spent in game, and they’re spending a lot more money buying a lot more things from the top 50.
I have read several articles that state that most apps have lost 80% of their users at day 7, so worry less about performance a month out; there is just not the volume of users to make a difference. Even Playtika (interactive division of Caesars Entertainment) had believed this. That is until they analyzed the data. So does day 7+ matter? Well, it matters a lot.
In the next article in the series, we’ll break down when purchases happen, including a look at purchasing by hour, and see just what kind of revenue is still on the table after 7 days.
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