Games using both rewarded videos and offerwall improve retention, Unity finds

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.

Written by Sophie Blake


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