SlideShare a Scribd company logo
1 of 22
Download to read offline
KPI Benchmarks
for F2P mobile games
Oliver Kern
Chief Commercial Officer
Lockwood Publishing Ltd
@_oliverkern_
I care about growth
Chief Commercial Officer @ Lockwood Publishing
Board Advisor @ Cherry Pick Games
Board Advisor @ 360 Studios
Mentor @ GameFounders
Consultant @ various indie studios
What do you care about?
• Creating sustainable business
• Building reputation
• Developing games that people love
KPIs that should matter
• Engagement / Stickiness
• Retention
• ARPDAU
• Average Time spent per day
• LTV
KPIs that should matter
• Engagement / Stickiness
• Average Time spent per day
Retention ARPDAU
Life Time Value
KPIs that should matter
• Engagement / Stickiness
• Average Time spent per day
Retention ARPDAU
Life Time Value
• Conversion-Rate
• Ad impressions
Retention
Benchmarks
Sessions per day after install (iOS)
3.0
2.5
1.5
Card & Board
Strategy
Puzzle/Brain
Adventure
Action/Arcade
Family
Gambling
2.0
Data provided by Adjust
Session minutes per day after install (iOS)
15 min
10 min
5 min
Card & Board
Strategy
Puzzle/Brain
Adventure
Action/Arcade
Family
Gambling
Data provided by Adjust
Retention Rates first 30 days
40%
20%
10%
Card & Board
Strategy
Puzzle/Brain
Adventure
Action/Arcade Family
Gambling
Data provided by Adjust
Retention Rates first 30 days (casual)
Data provided by Appsflyer
H2 2016
550 Apps
25M App Opens
ARPDAU
Casual: US IAP revenues Q1/2017
Data provided by Appsflyer
What does that mean for my ARPDAU?
LTV = $ 1.48
Metrics: 35.2% D1 | 13.2% D7 | 4.6% D30
ARPDAU:
What does that mean for my ARPDAU?
LTV = $ 1.48
Metrics: 35.2% D1 | 13.2% D7 | 4.6% D30
ARPDAU:
$ 0.18
What does that mean for my ARPDAU?
LTV = $ 1.48
ARPDAU: $ 0.05
Retention:
What does that mean for my ARPDAU?
LTV = $ 1.48
ARPDAU: $ 0.04
Retention: D1: 57%
D7: 32%
D30: 18%
Now what?
Now what?
There are enough success stories
• Avakin Life
• WordOn
• MMX Racing
• Ruzzle
• My Hospital
And plenty more
But good if you understand
• That UA or a publisher can not always the silver bullet
• How numbers add up
• What numbers competitors in your genre reach
THANKS!
Find your own way to
build a tower

More Related Content

What's hot

Effective LiveOps Strategies for F2P Games
Effective LiveOps Strategies for F2P GamesEffective LiveOps Strategies for F2P Games
Effective LiveOps Strategies for F2P GamesJames Gwertzman
 
Why Live Ops Matters for Casual Games: 3 Stategic Mindset for POs
Why Live Ops Matters for Casual Games: 3 Stategic Mindset for POsWhy Live Ops Matters for Casual Games: 3 Stategic Mindset for POs
Why Live Ops Matters for Casual Games: 3 Stategic Mindset for POsTimShepherd83
 
Hyper-casual in a Hypercompetitive Market - Voodoo
Hyper-casual in a Hypercompetitive Market - VoodooHyper-casual in a Hypercompetitive Market - Voodoo
Hyper-casual in a Hypercompetitive Market - VoodooGameAnalytics
 
New tools and services to take your live ops to the next level
New tools and services to take your live ops to the next levelNew tools and services to take your live ops to the next level
New tools and services to take your live ops to the next levelCrystin Cox
 
Lean Live Ops - Free Your Devs (annotated edition) - Joe Raeburn
Lean Live Ops - Free Your Devs (annotated edition) - Joe RaeburnLean Live Ops - Free Your Devs (annotated edition) - Joe Raeburn
Lean Live Ops - Free Your Devs (annotated edition) - Joe RaeburnSimon Hade
 
The Rise and Rise of Idle Games
The Rise and Rise of Idle GamesThe Rise and Rise of Idle Games
The Rise and Rise of Idle GamesAnthony Pecorella
 
Idle Games: The Mechanics and Monetization of Self-Playing Games
Idle Games: The Mechanics and Monetization of Self-Playing GamesIdle Games: The Mechanics and Monetization of Self-Playing Games
Idle Games: The Mechanics and Monetization of Self-Playing GamesKongregate
 
Building Games for the Long Term: Pragmatic F2P Guild Design (GDC Europe 2013)
Building Games for the Long Term: Pragmatic F2P Guild Design (GDC Europe 2013)Building Games for the Long Term: Pragmatic F2P Guild Design (GDC Europe 2013)
Building Games for the Long Term: Pragmatic F2P Guild Design (GDC Europe 2013)Kongregate
 
06. Game Architecture
06. Game Architecture06. Game Architecture
06. Game ArchitectureAmin Babadi
 
Quest for Progress (GDC Europe 2016)
Quest for Progress (GDC Europe 2016)Quest for Progress (GDC Europe 2016)
Quest for Progress (GDC Europe 2016)Anthony Pecorella
 
Effects of computer games
Effects of computer gamesEffects of computer games
Effects of computer gamesRishabh Jain
 
LiveOps as a Service | Scott Humphries
LiveOps as a Service | Scott HumphriesLiveOps as a Service | Scott Humphries
LiveOps as a Service | Scott HumphriesJessica Tams
 
Case Study: Introducing LiveOps and F2P to Traditional Game Mechanics in Roll...
Case Study: Introducing LiveOps and F2P to Traditional Game Mechanics in Roll...Case Study: Introducing LiveOps and F2P to Traditional Game Mechanics in Roll...
Case Study: Introducing LiveOps and F2P to Traditional Game Mechanics in Roll...Jessica Tams
 
Life After Launch: How to Grow Mobile Games with In-Game Events
Life After Launch: How to Grow Mobile Games with In-Game EventsLife After Launch: How to Grow Mobile Games with In-Game Events
Life After Launch: How to Grow Mobile Games with In-Game EventsSimon Hade
 
The Art of Game Development
The Art of Game DevelopmentThe Art of Game Development
The Art of Game DevelopmentAmir H. Fassihi
 
Killer Design Patterns for F2P Mobile/Tablet Games
Killer Design Patterns for F2P Mobile/Tablet GamesKiller Design Patterns for F2P Mobile/Tablet Games
Killer Design Patterns for F2P Mobile/Tablet GamesHenric Suuronen
 
Clash Royale Mobile Game Teardown or Deconstruction by Adrian Crook & Associa...
Clash Royale Mobile Game Teardown or Deconstruction by Adrian Crook & Associa...Clash Royale Mobile Game Teardown or Deconstruction by Adrian Crook & Associa...
Clash Royale Mobile Game Teardown or Deconstruction by Adrian Crook & Associa...Adrian Crook and Associates
 

What's hot (20)

Effective LiveOps Strategies for F2P Games
Effective LiveOps Strategies for F2P GamesEffective LiveOps Strategies for F2P Games
Effective LiveOps Strategies for F2P Games
 
Why Live Ops Matters for Casual Games: 3 Stategic Mindset for POs
Why Live Ops Matters for Casual Games: 3 Stategic Mindset for POsWhy Live Ops Matters for Casual Games: 3 Stategic Mindset for POs
Why Live Ops Matters for Casual Games: 3 Stategic Mindset for POs
 
Hyper-casual in a Hypercompetitive Market - Voodoo
Hyper-casual in a Hypercompetitive Market - VoodooHyper-casual in a Hypercompetitive Market - Voodoo
Hyper-casual in a Hypercompetitive Market - Voodoo
 
New tools and services to take your live ops to the next level
New tools and services to take your live ops to the next levelNew tools and services to take your live ops to the next level
New tools and services to take your live ops to the next level
 
Lean Live Ops - Free Your Devs (annotated edition) - Joe Raeburn
Lean Live Ops - Free Your Devs (annotated edition) - Joe RaeburnLean Live Ops - Free Your Devs (annotated edition) - Joe Raeburn
Lean Live Ops - Free Your Devs (annotated edition) - Joe Raeburn
 
The Rise and Rise of Idle Games
The Rise and Rise of Idle GamesThe Rise and Rise of Idle Games
The Rise and Rise of Idle Games
 
Idle Games: The Mechanics and Monetization of Self-Playing Games
Idle Games: The Mechanics and Monetization of Self-Playing GamesIdle Games: The Mechanics and Monetization of Self-Playing Games
Idle Games: The Mechanics and Monetization of Self-Playing Games
 
Building Games for the Long Term: Pragmatic F2P Guild Design (GDC Europe 2013)
Building Games for the Long Term: Pragmatic F2P Guild Design (GDC Europe 2013)Building Games for the Long Term: Pragmatic F2P Guild Design (GDC Europe 2013)
Building Games for the Long Term: Pragmatic F2P Guild Design (GDC Europe 2013)
 
06. Game Architecture
06. Game Architecture06. Game Architecture
06. Game Architecture
 
Quest for Progress (GDC Europe 2016)
Quest for Progress (GDC Europe 2016)Quest for Progress (GDC Europe 2016)
Quest for Progress (GDC Europe 2016)
 
Effects of computer games
Effects of computer gamesEffects of computer games
Effects of computer games
 
LiveOps as a Service | Scott Humphries
LiveOps as a Service | Scott HumphriesLiveOps as a Service | Scott Humphries
LiveOps as a Service | Scott Humphries
 
Case Study: Introducing LiveOps and F2P to Traditional Game Mechanics in Roll...
Case Study: Introducing LiveOps and F2P to Traditional Game Mechanics in Roll...Case Study: Introducing LiveOps and F2P to Traditional Game Mechanics in Roll...
Case Study: Introducing LiveOps and F2P to Traditional Game Mechanics in Roll...
 
Life After Launch: How to Grow Mobile Games with In-Game Events
Life After Launch: How to Grow Mobile Games with In-Game EventsLife After Launch: How to Grow Mobile Games with In-Game Events
Life After Launch: How to Grow Mobile Games with In-Game Events
 
Sur la gamification
Sur la gamificationSur la gamification
Sur la gamification
 
The Art of Game Development
The Art of Game DevelopmentThe Art of Game Development
The Art of Game Development
 
Gaming evolution
Gaming evolutionGaming evolution
Gaming evolution
 
Killer Design Patterns for F2P Mobile/Tablet Games
Killer Design Patterns for F2P Mobile/Tablet GamesKiller Design Patterns for F2P Mobile/Tablet Games
Killer Design Patterns for F2P Mobile/Tablet Games
 
Clash Royale Mobile Game Teardown or Deconstruction by Adrian Crook & Associa...
Clash Royale Mobile Game Teardown or Deconstruction by Adrian Crook & Associa...Clash Royale Mobile Game Teardown or Deconstruction by Adrian Crook & Associa...
Clash Royale Mobile Game Teardown or Deconstruction by Adrian Crook & Associa...
 
History of games
History of gamesHistory of games
History of games
 

Similar to KPI Benchmarks for Mobile F2P Games | Oliver Kern

Opportunities in Free to Play: How Big Fish is expanding into Free to Play ga...
Opportunities in Free to Play: How Big Fish is expanding into Free to Play ga...Opportunities in Free to Play: How Big Fish is expanding into Free to Play ga...
Opportunities in Free to Play: How Big Fish is expanding into Free to Play ga...anastasiaalikova
 
Career as a Product Manager / Data Analyst in the Games Industry
Career as a Product Manager / Data Analyst in the Games IndustryCareer as a Product Manager / Data Analyst in the Games Industry
Career as a Product Manager / Data Analyst in the Games IndustryThomas Hulvershorn
 
GIAF USA: Summer 2015
GIAF USA: Summer 2015GIAF USA: Summer 2015
GIAF USA: Summer 2015deltaDNA
 
Product Management For Free-to-Play Games w/ AC&A's Senior PM
Product Management For Free-to-Play Games w/ AC&A's Senior PMProduct Management For Free-to-Play Games w/ AC&A's Senior PM
Product Management For Free-to-Play Games w/ AC&A's Senior PMProduct School
 
ediz_volkan_social_data
ediz_volkan_social_dataediz_volkan_social_data
ediz_volkan_social_dataVolkan Ediz
 
SF Game Dev Meetup (Oct 2019): To Self-Publish Or Not To Self-Publish, David ...
SF Game Dev Meetup (Oct 2019): To Self-Publish Or Not To Self-Publish, David ...SF Game Dev Meetup (Oct 2019): To Self-Publish Or Not To Self-Publish, David ...
SF Game Dev Meetup (Oct 2019): To Self-Publish Or Not To Self-Publish, David ...David Piao Chiu
 
GIAF USA Fall 2015 - Lean analytics
GIAF USA Fall 2015 - Lean analytics  GIAF USA Fall 2015 - Lean analytics
GIAF USA Fall 2015 - Lean analytics Lauren Cormack
 
How to Succeed in the F2P Market: Stats, Best Practices and Common Mistakes |...
How to Succeed in the F2P Market: Stats, Best Practices and Common Mistakes |...How to Succeed in the F2P Market: Stats, Best Practices and Common Mistakes |...
How to Succeed in the F2P Market: Stats, Best Practices and Common Mistakes |...Jessica Tams
 
Data-Driven Software Testing: The New, Lean Approach to Quality
Data-Driven Software Testing: The New, Lean Approach to QualityData-Driven Software Testing: The New, Lean Approach to Quality
Data-Driven Software Testing: The New, Lean Approach to QualityTechWell
 
BigQuery in Social Gaming
BigQuery in Social GamingBigQuery in Social Gaming
BigQuery in Social GamingYan Cui
 
Taking Your Product Development to the Next Level with Full Stack
Taking Your Product Development to the Next Level with Full StackTaking Your Product Development to the Next Level with Full Stack
Taking Your Product Development to the Next Level with Full StackOptimizely
 
20 Questions You Should Ask Yourself and Your Team If You Want To Be A Succes...
20 Questions You Should Ask Yourself and Your Team If You Want To Be A Succes...20 Questions You Should Ask Yourself and Your Team If You Want To Be A Succes...
20 Questions You Should Ask Yourself and Your Team If You Want To Be A Succes...Vlad Micu
 
R2 Games USA - Maximizing F2P Game Monetization Presentation (Respawn 2016)
R2 Games USA - Maximizing F2P Game Monetization Presentation (Respawn 2016)R2 Games USA - Maximizing F2P Game Monetization Presentation (Respawn 2016)
R2 Games USA - Maximizing F2P Game Monetization Presentation (Respawn 2016)David Piao Chiu
 
Campaign Social: CREATIVE SOCIAL CAMPAIGNS WITH MORE PROFIT AND FASTER PRODUC...
Campaign Social: CREATIVE SOCIAL CAMPAIGNS WITH MORE PROFIT AND FASTER PRODUC...Campaign Social: CREATIVE SOCIAL CAMPAIGNS WITH MORE PROFIT AND FASTER PRODUC...
Campaign Social: CREATIVE SOCIAL CAMPAIGNS WITH MORE PROFIT AND FASTER PRODUC...Macleay Christopherson
 
R2 Games F2P Monetization Presentation (Dec 2015 Montevideo GameLab)
R2 Games F2P Monetization Presentation (Dec 2015 Montevideo GameLab)R2 Games F2P Monetization Presentation (Dec 2015 Montevideo GameLab)
R2 Games F2P Monetization Presentation (Dec 2015 Montevideo GameLab)David Piao Chiu
 
What is the Oracle Marketing AppCloud? Meetup Oct 2014
What is the Oracle Marketing AppCloud? Meetup Oct 2014What is the Oracle Marketing AppCloud? Meetup Oct 2014
What is the Oracle Marketing AppCloud? Meetup Oct 2014Marketing Cube
 
Oracle Business Analytics Implementation experts
Oracle Business Analytics Implementation expertsOracle Business Analytics Implementation experts
Oracle Business Analytics Implementation expertsNitai Partners Inc
 
20 Things Successful Game Developers Do Beyond Making Games
20 Things Successful Game Developers Do Beyond Making Games20 Things Successful Game Developers Do Beyond Making Games
20 Things Successful Game Developers Do Beyond Making GamesVlad Micu
 

Similar to KPI Benchmarks for Mobile F2P Games | Oliver Kern (20)

Opportunities in Free to Play: How Big Fish is expanding into Free to Play ga...
Opportunities in Free to Play: How Big Fish is expanding into Free to Play ga...Opportunities in Free to Play: How Big Fish is expanding into Free to Play ga...
Opportunities in Free to Play: How Big Fish is expanding into Free to Play ga...
 
Career as a Product Manager / Data Analyst in the Games Industry
Career as a Product Manager / Data Analyst in the Games IndustryCareer as a Product Manager / Data Analyst in the Games Industry
Career as a Product Manager / Data Analyst in the Games Industry
 
GIAF USA: Summer 2015
GIAF USA: Summer 2015GIAF USA: Summer 2015
GIAF USA: Summer 2015
 
Daniel Wiggins, Kabam
Daniel Wiggins, KabamDaniel Wiggins, Kabam
Daniel Wiggins, Kabam
 
Product Management For Free-to-Play Games w/ AC&A's Senior PM
Product Management For Free-to-Play Games w/ AC&A's Senior PMProduct Management For Free-to-Play Games w/ AC&A's Senior PM
Product Management For Free-to-Play Games w/ AC&A's Senior PM
 
ediz_volkan_social_data
ediz_volkan_social_dataediz_volkan_social_data
ediz_volkan_social_data
 
SF Game Dev Meetup (Oct 2019): To Self-Publish Or Not To Self-Publish, David ...
SF Game Dev Meetup (Oct 2019): To Self-Publish Or Not To Self-Publish, David ...SF Game Dev Meetup (Oct 2019): To Self-Publish Or Not To Self-Publish, David ...
SF Game Dev Meetup (Oct 2019): To Self-Publish Or Not To Self-Publish, David ...
 
GIAF USA Fall 2015 - Lean analytics
GIAF USA Fall 2015 - Lean analytics  GIAF USA Fall 2015 - Lean analytics
GIAF USA Fall 2015 - Lean analytics
 
How to Succeed in the F2P Market: Stats, Best Practices and Common Mistakes |...
How to Succeed in the F2P Market: Stats, Best Practices and Common Mistakes |...How to Succeed in the F2P Market: Stats, Best Practices and Common Mistakes |...
How to Succeed in the F2P Market: Stats, Best Practices and Common Mistakes |...
 
Data-Driven Software Testing: The New, Lean Approach to Quality
Data-Driven Software Testing: The New, Lean Approach to QualityData-Driven Software Testing: The New, Lean Approach to Quality
Data-Driven Software Testing: The New, Lean Approach to Quality
 
BigQuery in Social Gaming
BigQuery in Social GamingBigQuery in Social Gaming
BigQuery in Social Gaming
 
Taking Your Product Development to the Next Level with Full Stack
Taking Your Product Development to the Next Level with Full StackTaking Your Product Development to the Next Level with Full Stack
Taking Your Product Development to the Next Level with Full Stack
 
20 Questions You Should Ask Yourself and Your Team If You Want To Be A Succes...
20 Questions You Should Ask Yourself and Your Team If You Want To Be A Succes...20 Questions You Should Ask Yourself and Your Team If You Want To Be A Succes...
20 Questions You Should Ask Yourself and Your Team If You Want To Be A Succes...
 
R2 Games USA - Maximizing F2P Game Monetization Presentation (Respawn 2016)
R2 Games USA - Maximizing F2P Game Monetization Presentation (Respawn 2016)R2 Games USA - Maximizing F2P Game Monetization Presentation (Respawn 2016)
R2 Games USA - Maximizing F2P Game Monetization Presentation (Respawn 2016)
 
Sabrina Carmona, King
Sabrina Carmona, KingSabrina Carmona, King
Sabrina Carmona, King
 
Campaign Social: CREATIVE SOCIAL CAMPAIGNS WITH MORE PROFIT AND FASTER PRODUC...
Campaign Social: CREATIVE SOCIAL CAMPAIGNS WITH MORE PROFIT AND FASTER PRODUC...Campaign Social: CREATIVE SOCIAL CAMPAIGNS WITH MORE PROFIT AND FASTER PRODUC...
Campaign Social: CREATIVE SOCIAL CAMPAIGNS WITH MORE PROFIT AND FASTER PRODUC...
 
R2 Games F2P Monetization Presentation (Dec 2015 Montevideo GameLab)
R2 Games F2P Monetization Presentation (Dec 2015 Montevideo GameLab)R2 Games F2P Monetization Presentation (Dec 2015 Montevideo GameLab)
R2 Games F2P Monetization Presentation (Dec 2015 Montevideo GameLab)
 
What is the Oracle Marketing AppCloud? Meetup Oct 2014
What is the Oracle Marketing AppCloud? Meetup Oct 2014What is the Oracle Marketing AppCloud? Meetup Oct 2014
What is the Oracle Marketing AppCloud? Meetup Oct 2014
 
Oracle Business Analytics Implementation experts
Oracle Business Analytics Implementation expertsOracle Business Analytics Implementation experts
Oracle Business Analytics Implementation experts
 
20 Things Successful Game Developers Do Beyond Making Games
20 Things Successful Game Developers Do Beyond Making Games20 Things Successful Game Developers Do Beyond Making Games
20 Things Successful Game Developers Do Beyond Making Games
 

More from Jessica Tams

You Only Pitch Once – Getting Game Pitches Right The First Time | Gregan Dunn
You Only Pitch Once – Getting Game Pitches Right The First Time | Gregan DunnYou Only Pitch Once – Getting Game Pitches Right The First Time | Gregan Dunn
You Only Pitch Once – Getting Game Pitches Right The First Time | Gregan DunnJessica Tams
 
Insights You Need to Win in Mobile Gaming | Herman Lee
Insights You Need to Win in Mobile Gaming | Herman LeeInsights You Need to Win in Mobile Gaming | Herman Lee
Insights You Need to Win in Mobile Gaming | Herman LeeJessica Tams
 
Zero to 60: Building A Successful Games Studio Within A Hollywood Media Compa...
Zero to 60: Building A Successful Games Studio Within A Hollywood Media Compa...Zero to 60: Building A Successful Games Studio Within A Hollywood Media Compa...
Zero to 60: Building A Successful Games Studio Within A Hollywood Media Compa...Jessica Tams
 
Succeeding in the Maturing Mobile Gaming Market | Tuyen Nguyen, Owen O’Donoghue
Succeeding in the Maturing Mobile Gaming Market | Tuyen Nguyen, Owen O’DonoghueSucceeding in the Maturing Mobile Gaming Market | Tuyen Nguyen, Owen O’Donoghue
Succeeding in the Maturing Mobile Gaming Market | Tuyen Nguyen, Owen O’DonoghueJessica Tams
 
Staying on Top of Your Game: Engaging and Converting Players in an Evolving L...
Staying on Top of Your Game: Engaging and Converting Players in an Evolving L...Staying on Top of Your Game: Engaging and Converting Players in an Evolving L...
Staying on Top of Your Game: Engaging and Converting Players in an Evolving L...Jessica Tams
 
Improving LTV with Personalized Live Ops Offers: Hill Climb Racing 2 Case Stu...
Improving LTV with Personalized Live Ops Offers: Hill Climb Racing 2 Case Stu...Improving LTV with Personalized Live Ops Offers: Hill Climb Racing 2 Case Stu...
Improving LTV with Personalized Live Ops Offers: Hill Climb Racing 2 Case Stu...Jessica Tams
 
The rise of the regulators | Paul Gardner
The rise of the regulators | Paul GardnerThe rise of the regulators | Paul Gardner
The rise of the regulators | Paul GardnerJessica Tams
 
Why the Games Industry Needs Initiatives Like Putting The G Into Gaming | Liz...
Why the Games Industry Needs Initiatives Like Putting The G Into Gaming | Liz...Why the Games Industry Needs Initiatives Like Putting The G Into Gaming | Liz...
Why the Games Industry Needs Initiatives Like Putting The G Into Gaming | Liz...Jessica Tams
 
Epic Team Principles | Roman Zorin
Epic Team Principles | Roman ZorinEpic Team Principles | Roman Zorin
Epic Team Principles | Roman ZorinJessica Tams
 
10 Years of Angry Birds | Stephen Porter
10 Years of Angry Birds | Stephen Porter10 Years of Angry Birds | Stephen Porter
10 Years of Angry Birds | Stephen PorterJessica Tams
 
Game Changers: Three Business Disruptions Upon Us | Eric Goldberg
Game Changers: Three Business Disruptions Upon Us | Eric GoldbergGame Changers: Three Business Disruptions Upon Us | Eric Goldberg
Game Changers: Three Business Disruptions Upon Us | Eric GoldbergJessica Tams
 
Understanding Mobile Game Players | Saad Hameed
Understanding Mobile Game Players | Saad HameedUnderstanding Mobile Game Players | Saad Hameed
Understanding Mobile Game Players | Saad HameedJessica Tams
 
Soft Launch Planning and Management | Dylan Tredrea
Soft Launch Planning and Management | Dylan TredreaSoft Launch Planning and Management | Dylan Tredrea
Soft Launch Planning and Management | Dylan TredreaJessica Tams
 
1 Million Years of Audience Watch Time | James Beaven
1 Million Years of Audience Watch Time | James Beaven1 Million Years of Audience Watch Time | James Beaven
1 Million Years of Audience Watch Time | James BeavenJessica Tams
 
Accessible Reality | Trevor Blom
Accessible Reality | Trevor BlomAccessible Reality | Trevor Blom
Accessible Reality | Trevor BlomJessica Tams
 
Maximizing App Monetization: 5 Uncommon Tips | Rémy Cottin
Maximizing App Monetization: 5 Uncommon Tips | Rémy CottinMaximizing App Monetization: 5 Uncommon Tips | Rémy Cottin
Maximizing App Monetization: 5 Uncommon Tips | Rémy CottinJessica Tams
 
Do You Have What it Takes? What VCs are Looking For in Esports Investments | ...
Do You Have What it Takes? What VCs are Looking For in Esports Investments | ...Do You Have What it Takes? What VCs are Looking For in Esports Investments | ...
Do You Have What it Takes? What VCs are Looking For in Esports Investments | ...Jessica Tams
 
Commercial and Contractual Stability in Esports | Adam Whyte
Commercial and Contractual Stability in Esports | Adam WhyteCommercial and Contractual Stability in Esports | Adam Whyte
Commercial and Contractual Stability in Esports | Adam WhyteJessica Tams
 
Playtika's growth by change | Boaz Levin
Playtika's growth by change | Boaz LevinPlaytika's growth by change | Boaz Levin
Playtika's growth by change | Boaz LevinJessica Tams
 
Only the Best is Good Enough: How LEGO is Transforming its Approach to Videog...
Only the Best is Good Enough: How LEGO is Transforming its Approach to Videog...Only the Best is Good Enough: How LEGO is Transforming its Approach to Videog...
Only the Best is Good Enough: How LEGO is Transforming its Approach to Videog...Jessica Tams
 

More from Jessica Tams (20)

You Only Pitch Once – Getting Game Pitches Right The First Time | Gregan Dunn
You Only Pitch Once – Getting Game Pitches Right The First Time | Gregan DunnYou Only Pitch Once – Getting Game Pitches Right The First Time | Gregan Dunn
You Only Pitch Once – Getting Game Pitches Right The First Time | Gregan Dunn
 
Insights You Need to Win in Mobile Gaming | Herman Lee
Insights You Need to Win in Mobile Gaming | Herman LeeInsights You Need to Win in Mobile Gaming | Herman Lee
Insights You Need to Win in Mobile Gaming | Herman Lee
 
Zero to 60: Building A Successful Games Studio Within A Hollywood Media Compa...
Zero to 60: Building A Successful Games Studio Within A Hollywood Media Compa...Zero to 60: Building A Successful Games Studio Within A Hollywood Media Compa...
Zero to 60: Building A Successful Games Studio Within A Hollywood Media Compa...
 
Succeeding in the Maturing Mobile Gaming Market | Tuyen Nguyen, Owen O’Donoghue
Succeeding in the Maturing Mobile Gaming Market | Tuyen Nguyen, Owen O’DonoghueSucceeding in the Maturing Mobile Gaming Market | Tuyen Nguyen, Owen O’Donoghue
Succeeding in the Maturing Mobile Gaming Market | Tuyen Nguyen, Owen O’Donoghue
 
Staying on Top of Your Game: Engaging and Converting Players in an Evolving L...
Staying on Top of Your Game: Engaging and Converting Players in an Evolving L...Staying on Top of Your Game: Engaging and Converting Players in an Evolving L...
Staying on Top of Your Game: Engaging and Converting Players in an Evolving L...
 
Improving LTV with Personalized Live Ops Offers: Hill Climb Racing 2 Case Stu...
Improving LTV with Personalized Live Ops Offers: Hill Climb Racing 2 Case Stu...Improving LTV with Personalized Live Ops Offers: Hill Climb Racing 2 Case Stu...
Improving LTV with Personalized Live Ops Offers: Hill Climb Racing 2 Case Stu...
 
The rise of the regulators | Paul Gardner
The rise of the regulators | Paul GardnerThe rise of the regulators | Paul Gardner
The rise of the regulators | Paul Gardner
 
Why the Games Industry Needs Initiatives Like Putting The G Into Gaming | Liz...
Why the Games Industry Needs Initiatives Like Putting The G Into Gaming | Liz...Why the Games Industry Needs Initiatives Like Putting The G Into Gaming | Liz...
Why the Games Industry Needs Initiatives Like Putting The G Into Gaming | Liz...
 
Epic Team Principles | Roman Zorin
Epic Team Principles | Roman ZorinEpic Team Principles | Roman Zorin
Epic Team Principles | Roman Zorin
 
10 Years of Angry Birds | Stephen Porter
10 Years of Angry Birds | Stephen Porter10 Years of Angry Birds | Stephen Porter
10 Years of Angry Birds | Stephen Porter
 
Game Changers: Three Business Disruptions Upon Us | Eric Goldberg
Game Changers: Three Business Disruptions Upon Us | Eric GoldbergGame Changers: Three Business Disruptions Upon Us | Eric Goldberg
Game Changers: Three Business Disruptions Upon Us | Eric Goldberg
 
Understanding Mobile Game Players | Saad Hameed
Understanding Mobile Game Players | Saad HameedUnderstanding Mobile Game Players | Saad Hameed
Understanding Mobile Game Players | Saad Hameed
 
Soft Launch Planning and Management | Dylan Tredrea
Soft Launch Planning and Management | Dylan TredreaSoft Launch Planning and Management | Dylan Tredrea
Soft Launch Planning and Management | Dylan Tredrea
 
1 Million Years of Audience Watch Time | James Beaven
1 Million Years of Audience Watch Time | James Beaven1 Million Years of Audience Watch Time | James Beaven
1 Million Years of Audience Watch Time | James Beaven
 
Accessible Reality | Trevor Blom
Accessible Reality | Trevor BlomAccessible Reality | Trevor Blom
Accessible Reality | Trevor Blom
 
Maximizing App Monetization: 5 Uncommon Tips | Rémy Cottin
Maximizing App Monetization: 5 Uncommon Tips | Rémy CottinMaximizing App Monetization: 5 Uncommon Tips | Rémy Cottin
Maximizing App Monetization: 5 Uncommon Tips | Rémy Cottin
 
Do You Have What it Takes? What VCs are Looking For in Esports Investments | ...
Do You Have What it Takes? What VCs are Looking For in Esports Investments | ...Do You Have What it Takes? What VCs are Looking For in Esports Investments | ...
Do You Have What it Takes? What VCs are Looking For in Esports Investments | ...
 
Commercial and Contractual Stability in Esports | Adam Whyte
Commercial and Contractual Stability in Esports | Adam WhyteCommercial and Contractual Stability in Esports | Adam Whyte
Commercial and Contractual Stability in Esports | Adam Whyte
 
Playtika's growth by change | Boaz Levin
Playtika's growth by change | Boaz LevinPlaytika's growth by change | Boaz Levin
Playtika's growth by change | Boaz Levin
 
Only the Best is Good Enough: How LEGO is Transforming its Approach to Videog...
Only the Best is Good Enough: How LEGO is Transforming its Approach to Videog...Only the Best is Good Enough: How LEGO is Transforming its Approach to Videog...
Only the Best is Good Enough: How LEGO is Transforming its Approach to Videog...
 

Recently uploaded

Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.YounusS2
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintMahmoud Rabie
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdfPedro Manuel
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureEric D. Schabell
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1DianaGray10
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-pyJamie (Taka) Wang
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8DianaGray10
 
Building AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxBuilding AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxUdaiappa Ramachandran
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1DianaGray10
 
Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )Brian Pichman
 
How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?IES VE
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6DianaGray10
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024SkyPlanner
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxMatsuo Lab
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding TeamAdam Moalla
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAshyamraj55
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...Aggregage
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationIES VE
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UbiTrack UK
 

Recently uploaded (20)

Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership Blueprint
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdf
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability Adventure
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-py
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8
 
Building AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxBuilding AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptx
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1
 
Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )
 
20230104 - machine vision
20230104 - machine vision20230104 - machine vision
20230104 - machine vision
 
How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptx
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
 

KPI Benchmarks for Mobile F2P Games | Oliver Kern

  • 1. KPI Benchmarks for F2P mobile games Oliver Kern Chief Commercial Officer Lockwood Publishing Ltd @_oliverkern_
  • 2. I care about growth Chief Commercial Officer @ Lockwood Publishing Board Advisor @ Cherry Pick Games Board Advisor @ 360 Studios Mentor @ GameFounders Consultant @ various indie studios
  • 3. What do you care about? • Creating sustainable business • Building reputation • Developing games that people love
  • 4. KPIs that should matter • Engagement / Stickiness • Retention • ARPDAU • Average Time spent per day • LTV
  • 5. KPIs that should matter • Engagement / Stickiness • Average Time spent per day Retention ARPDAU Life Time Value
  • 6. KPIs that should matter • Engagement / Stickiness • Average Time spent per day Retention ARPDAU Life Time Value • Conversion-Rate • Ad impressions
  • 8. Sessions per day after install (iOS) 3.0 2.5 1.5 Card & Board Strategy Puzzle/Brain Adventure Action/Arcade Family Gambling 2.0 Data provided by Adjust
  • 9. Session minutes per day after install (iOS) 15 min 10 min 5 min Card & Board Strategy Puzzle/Brain Adventure Action/Arcade Family Gambling Data provided by Adjust
  • 10. Retention Rates first 30 days 40% 20% 10% Card & Board Strategy Puzzle/Brain Adventure Action/Arcade Family Gambling Data provided by Adjust
  • 11. Retention Rates first 30 days (casual) Data provided by Appsflyer H2 2016 550 Apps 25M App Opens
  • 13. Casual: US IAP revenues Q1/2017 Data provided by Appsflyer
  • 14. What does that mean for my ARPDAU? LTV = $ 1.48 Metrics: 35.2% D1 | 13.2% D7 | 4.6% D30 ARPDAU:
  • 15. What does that mean for my ARPDAU? LTV = $ 1.48 Metrics: 35.2% D1 | 13.2% D7 | 4.6% D30 ARPDAU: $ 0.18
  • 16. What does that mean for my ARPDAU? LTV = $ 1.48 ARPDAU: $ 0.05 Retention:
  • 17. What does that mean for my ARPDAU? LTV = $ 1.48 ARPDAU: $ 0.04 Retention: D1: 57% D7: 32% D30: 18%
  • 20. There are enough success stories • Avakin Life • WordOn • MMX Racing • Ruzzle • My Hospital And plenty more
  • 21. But good if you understand • That UA or a publisher can not always the silver bullet • How numbers add up • What numbers competitors in your genre reach THANKS!
  • 22. Find your own way to build a tower