Mobile Game Retention Benchmarks: Key Metrics to Track Success

Introduction 

In recent years, various data reports showed that the average Day 1 retention rate for mobile games was around 25%, meaning one in every four players returns to play the game the day after they first launch it. However, by Day 7, this number typically drops to around 12% to 15%. By Day 30, only around 5% of players remain actively engaged. 

These numbers highlight the challenges developers face when it comes to retaining players in the long term. That said, these benchmarks can also act as a reference for developers to understand how their game is performing compared to industry standards and what they can do to improve.

Let’s explore the key retention metrics every mobile game developer should track, provide insights into the industry benchmarks for retention rates, and suggest strategies to improve player retention and, ultimately, the game’s success.

Key Mobile Game Retention Metrics to Track

When evaluating mobile game retention, it’s essential to track the right metrics. These numbers will help you understand player behavior, pinpoint where players are dropping off, and take action to improve the overall experience. Here are the most important mobile game retention metrics you should track:

1. Day 1 Retention Rate

Day 1 Retention Rate measures the percentage of players who return to the game the day after they first play it. It’s the first crucial indicator of whether your game is engaging enough to pull players back for a second playthrough.

• How to Measure: This metric is calculated by dividing the number of players who open the game on Day 1 after their first play by the number of players who installed the game, then multiplying by 100.
• Industry Benchmark: A good Day 1 retention rate usually ranges from 25% to 40% depending on the type of game. Puzzle games might experience lower Day 1 retention rates, while casual games or highly engaging action games often see higher numbers.

2. Day 7 Retention Rate

Day 7 Retention Rate measures the percentage of players who return to play the game a week after their first session. This metric is vital because it reflects how well the game retains players in the medium term.

• How to Measure: Similar to Day 1, you calculate Day 7 retention by dividing the number of players who return to the game on Day 7 by the total number of installs on Day 0.
• Industry Benchmark: A solid Day 7 retention rate ranges from 10% to 20%, depending on game type. Games with strong social features or competitive elements tend to retain players better in the long run.

3. Day 30 Retention Rate

Day 30 Retention Rate tracks how many players come back to your game 30 days after they first start playing. This is a long-term engagement metric that gives you an idea of how sticky your game is over a more extended period.

• How to Measure: As with Day 1 and Day 7, you calculate Day 30 retention by dividing the number of players who return on Day 30 by the number of installs on Day 0.
• Industry Benchmark: Day 30 retention tends to be much lower than Day 1 and Day 7. A typical benchmark for this metric ranges from 3% to 7%, though highly successful games can see higher figures.

4. Churn Rate

The Churn Rate represents the percentage of players who stop playing your game over a given period. It’s the inverse of retention: the higher the churn rate, the lower the retention.

• How to Measure: Churn is calculated by taking the number of players who stop playing your game over a certain period and dividing it by the total number of players at the start of that period.
• Industry Benchmark: Churn rate varies widely across different genres, but a churn rate of 30% to 50% within the first 30 days is typical.

5. Lifetime Value (LTV)

LTV is the total revenue you can expect to generate from a player throughout their entire time engaging with the game. This metric combines the value of in-app purchases (IAPs) and ad revenue to give you a comprehensive view of the revenue per player.

• How to Measure: LTV can be calculated by multiplying the average revenue per user (ARPU) by the average player lifetime (how long they stay active in the game).
• Industry Benchmark: LTV varies greatly across game types and monetization models. A typical LTV for mobile games can range from $1 to $10 for casual games to $20 or more for high-engagement games with significant in-app purchases.

6. Retention Curve

The Retention Curve is a visual representation of how your retention rates change over time, usually tracked from Day 1 to Day 30. It helps developers identify at which point players drop off most frequently and whether retention improves or worsens over time.

• How to Measure: This is simply a graph where the x-axis represents the days after the player’s first session, and the y-axis represents the percentage of players who return.

Industry Benchmarks for Mobile Game Retention

When it comes to industry benchmarks, understanding where your game stands compared to the average can provide context for the success of your efforts. While the actual benchmarks can vary by game type and genre, here’s a rough overview of the industry standards:

1. Casual Games:
   • Day 1 Retention: 25%–35%
   • Day 7 Retention: 10%–15%
   • Day 30 Retention: 4%–7%
2. Mid-Core Games (action RPGs, strategy):
   • Day 1 Retention: 20%–30%
   • Day 7 Retention: 10%–15%
   • Day 30 Retention: 5%–8%
3. Hardcore Games (MMOs, complex strategy games):
   • Day 1 Retention: 30%–40%
   • Day 7 Retention: 15%–20%
   • Day 30 Retention: 7%–10%
4. Hyper-Casual Games:
   • Day 1 Retention: 40%–60%
   • Day 7 Retention: 20%–30%
   • Day 30 Retention: 10%–15%

For games in all genres, keeping a close eye on these benchmarks will help you gauge how well your game is performing. If your game’s retention is below the industry average, it’s crucial to identify areas for improvement and adjust your strategy accordingly.

Conclusion

While benchmarks provide a reference point, it’s important to remember that every game is different, and retention is influenced by a variety of factors, from onboarding to in-game events and social engagement. The key to improving retention lies in continuously analyzing data, experimenting with new features, and delivering engaging content that keeps players coming back.

Ultimately, focusing on retention not only helps you improve your game’s performance but also ensures that your players have a lasting, enjoyable experience. Book a demo with Nudge to give best consistent effort and optimization so that your mobile game can become a long-term success in an increasingly competitive market.

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