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  • Why free-to-play benchmarks don’t matter

    I get a lot of questions asking me what the “standard” for a particular metric is in free-to-play games, whether that be conversion rate, ARPDAU, retention or something else. My broad answer is “It doesn’t matter,” and...

    • Posted 10 years ago
    • 0
  • 1.7 billion downloads and you only make 152 million euros in revenue?

    Angry Birds maker Rovio today revealed some financial figures, as reported in the Guardian. EUR152.2 million in revenue EUR55.5m in net profit 45% of revenue from consumer products such as plush toys (EUR68.5m) 1.7 billion downloads of...

    • Posted 11 years ago
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  • Why “1m downloads” is a useless goal

    Earlier this month, UsTwo announced that their game Whale Trail had achieved 1m downloads. I don’t blame them for releasing the figure: the press loved it, it means I’m writing this post and it does mean that...

    • Posted 12 years ago
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  • 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 13 years ago
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  • Facebook changes mean that Cityville lost 20 million mAUS last week

    Glance at the Appdata chart for Cityville and you’d be forgiven for thinking that Zynga had a terrible weekend. MAUs fell from around 75 million to around 55 million on a single day. If you thought the change...

    • Posted 13 years ago
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  • Monthly Active Users

    MAUs has emerged as the gold standard for understanding how big your audience is for online games. It may not be the best metric, but it is in common use, is comparable across many apps (especially on Facebook)...

    • Posted 13 years ago
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