Sophie Blake
Unity’s 2024 Gaming Report reveals that games using both rewarded videos and offerwall demonstrate enhanced player retention compared to those lacking a rewarded strategy. Specifically, these games experience a notable increase of 4% in Day 7 retention and 2% in Day 30 retention.
Per the study, those games with diverse ad strategies have an average of just over three daily active sessions, compared to a little more than two daily average sessions for games with no rewarded IAA strategy.
According to the report, player retention rates have seen a decline, with Day 1 retention among mobile gamers dropping by 1% and Day 7 retention decreasing by 0.1% in 2023. This slight decrease has also affected the number of paying players, which has fallen by 0.15% since 2021. Consequently, there was a notable 13% decrease in in-app purchase ARPDAU in 2023.
Despite these challenges in player retention and spending, the daily average users on mobile platforms saw a 4.1% increase in 2023, with this trend continuing to grow. This increase in average users translates to a larger audience for presenting ads, leading to a rise in ARPDAU from in-app advertising, which saw a significant 26.7% year-on-year increase.
Unity’s research also highlights the variation in ad success across different game genres. Simulation games experienced the most substantial increase in in-app ad revenue, rising by 41% year-on-year, surpassing casual games’ 33% increase and puzzle games’ 31% rise. However, these three genres also faced challenges in in-app purchase revenue, with simulation games experiencing the most significant decline in 2023, with a year-on-year fall of over 40%.
Interestingly, RPGs and shooters were the only genres in the study to see a reduction in ad revenue compared to 2022, declining by approximately 2% each. However, these genres experienced an increase in in-app purchase revenue by roughly the same amount, indicating a shifting dynamic in revenue generation strategies across different game types.
Comments
Loading…