Mobile strategy games on Android have a D30 retention rate of 3% and generate an ARPU of $2.23

AppsFlyer digs deep into the state of strategy titles on mobile

Mobile strategy games on Android have a D30 retention rate of 3% and generate an ARPU of $2.23

Strategy games have day-30 retention rates as low as 3% in the US and generate an average revenue per user of $2.23 across both Android and iOS.

This is according to AppsFlyer, which has just launched its Strategy Games Data Benchmark report. It studies players of strategy games in the US to determine their retention, ARPU and lifetime number of engagements.

It found that day-1 retention for strategy games was 34.9% on iOS and 33.9% on Android. This drops significantly to 12.6% on iOS and 9% on Android for day-7, and even further to 4.3% on iOS and 3% on Android by day-30.

Big iOS spenders

In times of in-app engagements, AppsFlyer found that there was an average of 19 events for a user's lifetime across both platforms. As for purchase events, one install would generate 0.22 purchases.

When it comes to ARPU, overall averages came in at $2.23 for the games studied. Organically acquired iOS users spent the most, with an ARPU of $8.27, while non-organic Android players generated just $1.02.

AppsFlyer also studied which advertisers generated the most downloads for strategy games. Facebook topped the list, with Google AdWords placing second and Unity coming in third overall.


Ric is the Editor of, having started out as a Staff Writer on the site back in 2015. He received an honourable mention in both the MCV and Develop 30 Under 30 lists in 2016 and refuses to let anyone forget about it.


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Piotr Plachta Founder at ToroGrowth
Where may I find Strategy Games Data Benchmark report?