Mobile Game Lifetimes Are Shorter Than Ever
Research has shown that mobile games are being abandoned faster than ever before.
It's no secret that mobile games are often more short-term diversions than more traditional video game offerings, but it seems that we now find ourselves in a world where even these mobile experiences are losing their audience quicker than ever. In a piece over at VentureBeat, ironSource product manager Daniel Herman writes that lifespans for mobile games are getting shorter and shorter. He points to a 2016 Mobile Benchmark Report from Adobe, which shows that mobile games have a higher abandonment rate than any other type of app.
A report from intelligence firm App Annie last year also found that mobile game lifespans were growing shorter by the year, and this trend doesn't seem to have slowed. What's causing all this? A combination of things, more than likely. For one, there are more games available on mobile storefronts than ever before, and with so many using various free-to-play approaches, there's nothing to stop people from trying as many as they like. With mobile data being less of an issue these days as well, users can download mutliple games back to back without worry.
Herman believes that mobile game developers will need to start keeping this in mind as they continue forward, perhaps creating games in succession, allowing brand loyalty to those developers to keep fans coming back to them. Either way, they'll need to take into account that mobile gamers will likely only be using their app for a short period, and will need to find a way to make the most of that time. It's an interesting write up, and worth reading in full.