Mobile Game Conversion Rates (2025)

David Curry

Updated: January 22, 2025

Conversion rate is an important metric for app marketers, as it indicates the effectiveness of an app's store page at convincing a user to install the app.

While a lot of users typically search for the game they want by name (or through clicking on an ad), sometimes they will look for a certain genre or type of game, for example 'puzzle' or 'F1 racing' and download the one that interests them.

This is where optimizing an app's store page helps with the overall conversion and install rate. Install rate is the percentage of impressions, through browsing, search and similar apps, which lead to an install.

App marketers spend a lot of time reworking videos, screenshots, logos, titles and descriptions to better entice users, a set of practices known as app store optimization (ASO), with every metric tracked for its effectiveness.

Games typically have a much lower conversion and install rate than apps, due to the large amount of games on both stores and the difficulty in differentiating games. The differences between Tinder and Bumble, or H&M and Zara, are much more obvious than the difference between Royal Match and Match Factory.

We have collected data and statistics on mobile game conversion rates. Read on below to find out more.

Key Mobile Game Conversion Rate Statistics

  • Music games have the highest conversion rate on iOS, while education games are top on Google Play
  • Puzzle games have the lowest conversion and install rate on iOS
  • Average CTR for game genres is 13.72%, arcade games have the highest, while adventure has the lowest
  • India has the highest CTR by country of 18.7%, while Japan has the lo