According to the latest The State of Gaming App Marketing report from AppsFlyer, the share of non-organic installs of gaming apps grew 3.5% the year over. Much of that growth is being attributed to iOS outperforming Android by 5x (7.5% versus 1.5%). However, it comes at the expense of organic installs.
The increase in user acquisition success on iOS is driven by a 15% growth spike in China.
Facebook and Google are dominating when it comes to non-organic traffic in user acquisition activity. Generally, the smaller gaming apps tend to rely more heavily on Facebook and Google than the larger ones.
Retention is still a major issue for most app marketers and developers. Indeed, just six out of around 100 gamers tend to open an app a month after installing it. AppsFlyer noted that it had not seen a notable change in retention rates over the last year, which means that it’s hard to keep users.
Overall, organic users were 60% more likely than non-organic ones to return to use an app, with iOS users retained for longer.
Globally, the most retained users can be found in Japan where the average retention score is 60% higher than the worldwide average and 40% higher than other markets.
Global uninstall rates were 23.9% with Android users more easily triggered to uninstall. In fact, Android users were 2.5x more likely to uninstall an app compared to iOS users.
In Vietnam, uninstall rates were highest due to the dominance of Android, whilst the US ranked lowest. That’s not surprising given that the US has many more iOS device owners.
iOS also dominates when it comes to purchasing power of gaming app users. Indeed, 45% more iOS users are app customers compared to Android ones.
In terms of the money they actually spend, organic users tend to outperform non-organic ones by more than 50%.
However, non-organic users have proven important for return on investment (ROI). AppsFlyer noted that after 90 days, non-organic traffic can produce negative ROI, but when adding organic users, it flips to the positive. Hence, non-organic users offer scale and control.