TinyCo: Android retention and average revenue per paying user can be 25 to 40 percent higher than on iOS
TinyCo’s free-to-play game Tiny Village can generate 25 to 40 percent higher average revenue per paying user (ARPPU) on Android than it does on iOS. While the game’s iOS and Android users produce equal ARPPU at first, TinyCo reports the further along in the game’s lifecycle a player gets, the more users in Google Play and the Amazon Appstore spend.
TinyCo also attributes its financial success partially to its retention rates on the platform — TinyCo’s Android users show seven percent higher day-seven retention rates than iOS users do. During last week’s Google I/O conference in San Francisco, Google highlighted TinyCo’s retention strategy in a session called Monetizing Android Apps, explaining how the company targets players with special offers and incentives at the times they are most statistically likely to drop off. As TinyCo points out in its blog post, higher retention creates higher lifetime value users, since customers are more likely to pay for in-game products the longer they use an app.
In April, TinyCo reported that treating the Android platform as a “first-class citizen” had allowed the company to see much higher ARPU and ARPPU than other Android developers. At the time the company credited its cross-platform Griffin game engine with cutting down on development costs and helping it address Android device fragmentation.
Given the developer’s success on the Android platform, it’s no surprise that Google highlighted TinyCo’s practices in two of their I/O sessions and encouraged other developers to follow TinyCo’s lead.