TapNation, on its official LinkedIn account, talks about the importance of metrics in the mobile gaming industry. The studio paid particular attention to retention and LTV metrics.
TapNation is a French publisher and developer of mobile hyper-casual games. The company collaborates with 80 studios worldwide. Over the past few years, the publisher has released 19 hit games with over 500 million downloads.
The company was founded in 2019. During this time, the studio has released many hits:
- Color Water Sort 3D: Puzzle — 32 million downloads;
- Guess Their Answer — 37 million downloads;
- Giant Rush! — 155 million downloads;
- Ice Cream Inc. — 180 million downloads;
- Sneaker Art! — 32 million downloads.
About game metrics
Side note: TapNation tips for improving CPI.
Game metrics is a term that converts data into values and allows developers to measure game performance. Game metrics provide insight into user engagement, spending patterns, and satisfaction. Game developers learn what users like about a game and what they struggle with using game metrics. This information can be used to influence changes in-game content and monetization strategies.
Game metrics are essential because they provide developers with quantitative feedback on ways to improve the game. Understanding how users interact with different systems in the round allows developers to create content that gets gamers to log in and spend money. Without in-game metrics, it’s difficult for developers to analyze how a game handles critical demographics.
The user retention rate is one of the key metrics used to assess the potential and effectiveness of monetizing an upcoming prototype.
Retention is the percentage of players who installed the game and then returned. The metric is calculated over three periods after the first installation: day 1, day 7, and day 30.
Game publishers aim for 35% to 40% retention on Day 1. The game is archived when the metric is low and the focus shifts to new projects. In casual mobile games, the retention rate is the deciding factor in the first days after launch. In this segment of games, user churn continues until day 30, when the product has no loyal players.
TapNation tips for improving retention
Localization. Provide game content related to the culture or history of the mobile studio’s market.
First impression. Provide gamers with an unusual, exciting and high-quality gaming experience. Then users are sure to come back.
Push notifications. Send personalized, relevant messages that encourage users to come back. This will also help increase retention for mobile gaming.