Mobile games are a large part of both the iOS and Google Play app stores, responsible for more than half of all in-app revenue and about a third of all apps published.
As the largest segment of the mobile app industry, it is no surprise that a lot of the techniques deployed to keep users engaged and enjoying an app come from the gaming world. A lot of the top apps have ‘gamified’ teaching, shopping and other app categories through the adoption of features like power ups, lives and prize games.
Even with all of these features in place and new ones being developed, most mobile games downloaded will be uninstalled or left dormant after 30 days.
While some mobile game developers have better luck due to the stickiness of their product, on average over 95 percent of installers will be churned by 30 days across both iOS and Google Play.
To avoid this, mobile games need to make sure that gamers develop a habit of coming back. Multiplayer games have this the easiest, by offering daily or weekly challenges alongside notifications when friends are playing. For single player games, beating a high score or obtaining a new consumable is regularly dangled at the gamer.
We have collected data and statistics on mobile game churn rate. Read on below to find out more.
Key Mobile Game Churn Rate Statistics
- Android games have an average churn rate of 72.4% on day one, climbing to 97.3% by day 30
- iOS games have much lower average churn rate of 64.2% on day one and 94.6% on day 30
- Strategy games have the highest churn rate across all gaming categories at day one, while Match games have the lowest
- At day 30, hypercasual games have the highest churn rate, at 98.6%, while Match still have the lowest
- North America has the lowest churn rate by region across all time periods, while Latin America has the highest
Mobile Game Churn by Platform
Android has a higher churn rate than iOS across all time periods for mobile games, with the largest disparities in the first three days.
Mobile game churn rate by platform 2023 (%)
Mobile Game Churn by Genre
Strategy games have the highest churn rate at day one, while hypercasual has the highest at day 30.
Mobile game churn rate by genre 2023 (%)
Mobile Game Churn by Region
Latin America has the highest churn rate across all time periods, while North America has the lowest.
