App testing firm Swrve spent 90 days tracking 10 million players late last year, watching how they took to new mobile games from studios like Activision, Epic Games, Gameloft, ZeptoLab, and WB Games. What they found was quite surprising: most mobile game players quit after only one day of play.
They pulled numbers for the first and seventh day, as well as one month later, and found that only 34 percent of players on average are still playing after the first day. By day 30, only 5.5 percent are still on board.
Swrve also counted the number of sessions played for the dozens of games they tracked in this 90 days and found that about 45 percent of players never had more than 4 sessions with the game. 19 percent only play once, which is crazy when you consider that they likely paid for this game.
And for spending, only 2.2 percent of players made at least one purchase in the app in these 90 days. This breaks down to a total revenue per install of about $0.45.
This report is an interesting read, and likely a somewhat discouraging one for mobile game makers.