Liftoff-2018年手机游戏应用报告（英文）-2018.9-42页-6mb

2018 Mobile Gaming Apps Report Summary

Core Content

The 2018 Mobile Gaming Apps Report by Liftoff provides a comprehensive analysis of user acquisition trends, engagement metrics, and monetization strategies in the mobile gaming industry. It highlights the growing importance of mobile gaming as a dominant segment within the app economy and offers insights into how app marketers can optimize their strategies to maximize returns and user engagement.

Main Points

• Mobile Gaming Dominance: Mobile gaming is the largest segment in the app economy, with global app revenues expected to reach $58.1 billion by 2020, accounting for 72% of total app revenues. Mobile gaming apps make up about 15% of all apps in app stores.

• User Acquisition Costs and Engagement:

  • The average cost-per-install (CPI) in 2018 was $3.75, a 8% decrease from the previous year.
  • Registration costs dropped by 23% to $6.88, with 26% higher conversion rates for females.
  • In-App Purchase (IAP) conversion rates increased by 67% to 13.4%, and the average CPI for IAP was $28.05, down from $50.69 in 2017.

• Platform Differences:

  • iOS users cost $5.31 to install, compared to $3.31 for Android, but IAP conversion rates on iOS are 21%, nearly double that of Android (10.8%).
  • Android offers a more cost-effective path to engagement, with a 52% install-to-register rate and $6.37 CPI for installs.
  • APAC is a high-growth region with a $71.02 CPI for IAP, but conversion rates are very low at 3.68%.
  • EMEA and North America are more mature markets, with North America leading in CPI and conversion rates.

• Gender Insights:

  • Females are more engaged and valuable in terms of conversion, with a 26% higher registration conversion rate and a 79% higher IAP conversion rate compared to males.
  • There is a noticeable gender bias in game design, with 60% of women feeling that most games are not made for them.
  • Females are more likely to discover games through social circles (39%), while males are more influenced by reviews and online videos (26% and 24%, respectively).

• Regional Trends:

  • North America is a mature market with high CPI and lower conversion rates for IAP, but it remains a key market due to its established user base.
  • APAC is the fastest-growing region, with 64.8% of app store spend and 72.4% of global downloads forecasted by 2022.
  • LATAM is a less explored region with low CPI (around $1.35) but limited campaign spend, indicating untapped potential.

• Monthly Trends:

  • July and March are optimal months for user acquisition and engagement, with CPIs around $3.00 and $6.73, respectively.
  • July sees the lowest registration CPI at $6.09 and the highest install-to-register rate at 56.7%.
  • March mirrors July in terms of conversion, with an install-to-register rate of 46.3% and CPI of $6.73.

• Monetization Strategies:

  • Rewarded Video is highlighted as a key monetization tool that can improve user engagement and conversion.
  • Whales (top 10% of spenders) and white whales (top 1% of spenders) represent a significant portion of IAP revenue, but are difficult to target effectively.
  • Data-driven marketing is essential for identifying and influencing high-spending users, especially in competitive markets.

Key Insights

• Females are a high-value segment with strong engagement and conversion rates, but they are underrepresented in game design and marketing.
• Android offers a cost-effective path to user acquisition and engagement, especially for IAP.
• APAC is the fastest-growing region with high potential for future revenue, though it remains under-served by app marketers.
• Seasonality plays a role in CPI and engagement, with July and March being ideal months for campaigns.
• Rewarded Video is a powerful tool for increasing user interaction and monetization, particularly in IAP and registration stages.

Conclusion

The report underscores the importance of data-informed strategies in the mobile gaming industry, emphasizing the need for marketers to adapt to changing user behaviors and target high-value segments effectively. While iOS continues to be the preferred platform for Big Spenders, Android and APAC offer untapped opportunities for growth and engagement. Females are a key demographic with high potential, and seasonal trends provide strategic windows for maximizing ROI.