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Mobile game retention benchmarks

Retention is an important metric for mobile game developers to track, as it can provide insight into how well a game is retaining players over time. Retention rates can vary significantly from game to game, but there are some general benchmarks that can provide a starting point for comparison.

For mobile games, it is common for retention rates to decline over time, with the steepest drop-off occurring in the first few days after installation. This is often referred to as “churn.” A common benchmark for mobile game retention is to aim for a day-1 retention rate of around 40-50%. This means that of the players who install the game on the first day, around 40-50% will still be playing the game one day later.

Retention rates tend to decline gradually over time, with some games seeing a decline of 5-10% per week. A benchmark for week-1 retention is around 20-30%. This means that of the players who install the game in the first week, around 20-30% will still be playing the game one week later.

It’s important to note that these benchmarks are just general guidelines and can vary significantly based on the genre, target audience, and other factors. In addition, retention rates can be influenced by a variety of factors, including the quality of the game, the difficulty of the game, the frequency of updates, and the overall player experience.

Overall, it’s important for mobile game developers to track retention rates and continually work to improve them. By focusing on retention, developers can improve the overall player experience, increase the chances of player retention, and ultimately drive greater success for their game.


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ASO Expert

I am Hanif Marwat – ASO Expert & UA Specialist. I have 5 years of professional & freelance experience in app/game marketing, where I have achieved 10 million downloads many times.

I am also writing articles on, my hobby site, where I love to share my learning through writing.

Hanif Marwat

Hanif Marwat