AppsFlyer: Games with subscriptions market report (June 2022)
A fresh piece of data from AppsFlyer on subscriptions in games.
10.9% of all apps with subscriptions are games. However, the share of games with subscriptions in the category is much lower than in non-gaming apps.
Subscriptions are generating 36% of the overall revenue of gaming apps (among those who have subscriptions). In non-gaming titles, this share is much higher - 82%.
Downloads of games with subscriptions dropped by 18% on iOS and 8% on Android from August 2021 to March 2022.
Paid downloads of casual gaming titles with subscriptions grew in January 2022 by 33% YoY. Paid downloads of mid-core games in the same period fell by 40%.
An average conversion from installing to subscription in 30 days in Q1 2022 in games is just 0.2%. Conversion to the purchase is 2.6%. Non-gaming apps are showing much better results in the same period - conversion to subscription is 2.1%; conversion to purchase is 5.5%.
Gaming apps with subscriptions have one of the best ATT Opt-in rates - 54%.