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  • How many downloads?

    How many units of a paid-for game can you sell? For a free game, what is the total number of downloads you can expect? The answer is "it depends". To help you form a view for your own...

    • Posted 3 years ago
    • 3
  • What share does the platform take?

    The GAMESbrief revenue forecasting spreadsheet is aimed at forecasting gross revenues. Many people have asked me to include the cut taken by the platform holder since, in effect, these costs are always taken out.

    • Posted 3 years ago
    • 9
  • ARPPU in freemium games

    Most media people think in terms of normal distributions. If the price of a game “averages” £15 over its lifetime, total revenue = number of units sold x average price. The entire industry therefore fixates on number...

    • Posted 3 years ago
    • 17
  • Whales, Dolphins and Minnows – the beating heart of a free-to-play game

    The secret to a free-to-play game is not volume. It is not about getting millions of users and relying on only a tiny percentage of that enormous volume to cover your costs. It is about understanding the power-law....

    • Posted 3 years ago
    • 29
  • Conversion rate

    As you move down the funnel, you need to start converting users into payers. Without conversion, you don’t have a business. The key difference for a free-to-play game, though, is that conversion rates are very low compared to...

    • Posted 3 years ago
    • 17
  • Retention rate, churn and duration

    Retention rate, churn and duration all measure the same thing: how effective are you at getting users to come back to your game.

    • Posted 3 years ago
    • 12
  • DAU/MAU = engagement

    Across the online games world, engagement is a key objective. The more engaged a user is in your game, the more likely they are to spend. If they come back every day, they are more likely to...

    • Posted 3 years ago
    • 13