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.
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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 lowest at 10.1%
iOS Game Conversion Rate by Category
Music games had the highest conversion rate across all mobile game categories, at 18%, while puzzle had the lowest at 2.3%.
iOS game conversion rate by category 2023 (%)
| Category | Conversion Rate (%) |
|---|---|
| Music | 18% |
| Strategy | 17.3% |
| Racing | 14.7% |
| Adventure | 12.3% |
| Sports | 12% |
| Action | 11.4% |
| Simulation | 9.9% |
| Role Playing | 9.8% |
| Trivia | 9.3% |
| Family | 8.9% |
| Casino | 7.3% |
| Board | 7.2% |
| Card | 6.1% |
| Word | 3% |
| Casual | 2.6% |
| Puzzle | 2.3% |
Source: Apptweak
Google Play Game Conversion Rate by Category
Mobile games on Google Play have a much higher average conversion rate than iOS. Education apps have the highest, at 39%, while word games have the lowest.
Google Play game conversion rate by category 2023 (%)
| Category | Conversion Rate (%) |
|---|---|
| Educational | 39% |
| Racing | 25% |
| Role Playing | 23.8% |
| Sports | 22.4% |
| Action | 21.7% |
| Simulation | 20.7% |
| Trivia | 19.7% |
| Casino | 19.3% |
| Strategy | 18.5% |
| Arcade | 18.4% |
| Adventure | 14.3% |
| Board | 14% |
| Puzzle | 13.5% |
| Casual | 11.8% |
| Card | 11.7% |
| Word | 7.5% |
Source: Apptweak
iOS Game Install Rate by Category
Strategy games had the highest install rate on iOS, at 4.3%, while puzzle once again had the lowest rate shared with music games at 0.9%.
iOS game install rate by category 2023 (%)
| Category | Install Rate (%) |
|---|---|
| Strategy | 4.3% |
| Casino | 3.8% |
| Board | 3.2% |
| Simulation | 3.1% |
| Trivia | 2.8% |
| Card | 2.6% |
| Family | 2.4% |
| Role Playing | 2.3% |
| Word | 2.2% |
| Racing | 2% |
| Adventure | 1.7% |
| Sports | 1.7% |
| Action | 1.7% |
| Casual | 1.1% |
| Music | 0.9% |
| Puzzle | 0.9% |
Source: Apptweak
Mobile Game Click-Through Rate by Genre
Click-through rate differs on a country-by-country and genre-by-genre basis, as seen in the table below. India tends have quite high CTR, while Japan has much lower. Brazil has a disproportionally high CTR for adventure games; Thailand for puzzle.
Mobile games CTR by genre 2023 (%)
| Action | Adventure | Arcade | Puzzle | Role Playing | Strategy | |
|---|---|---|---|---|---|---|
| Brazil | 16.3% | 13.3% | 17.9% | 12.6% | 15.8% | 10.9% |
| France | 17.9% | 8.9% | 19.2% | 10.2% | 10.0% | 9.6% |
| Indonesia | 16.7% | 12.7% | 19.8% | 16.6% | 13.6% | 9.4% |
| India | 22.4% | 13.5% | 22.1% | 19.6% | 18.3% | 16.3% |
| Japan | 14.6% | 6.3% | 15.9% | 7.4% | 6.9% | 9.6% |
| South Korea | 16.5% | 7.5% | 22.3% | 10.1% | 10.5% | 7.4% |
| Russia | 14.4% | 10.3% | 15.5% | 10.5% | 8.5% | 8.4% |
| Thailand | 14.2% | 12.5% | 20.8% | 20.0% | 10.2% | 10.4% |
| United Kingdom | 15.7% | 9.3% | 21.0% | 10.5% | 13.3% | 11.1% |
| United States | 14.6% | 9.8% | 18.2% | 10.7% | 9.7% | 9.6% |
| Vietnam | 17.2% | 13.9% | 21.0% | 22.9% | 12.1% | 10.6% |
Source: AppsFlyer
