KPI : Arpdau vs Arpdac

Arpdau (Average Revenue Per Daily Active User) is a metric executive level track to assess the performance of your application.  Depending on the genre their lies an industry standard benchmark and these benchmarks vary dependent on region.

To sum it up in Tier 1 Regions:

Puzzle games can range anywhere from $0.05 – $0.50
Whereas
RPG games can range anywhere from $0.20 – $2.50

RPG vs Puzzle Games.

Rpg games usually experience a higher level of Arpdau due to the nature of the content and experience.  RPG games have a lot of flexibility with its product offering and can also provide different user experiences versus a light social game that focus’ on one type of game play.  Notice the Arpdau spikes in the RPG graph, these are usually created based on Limited Time events the occur in their games. 

Compared to puzzle games, RPG games have the ability to scale up their Arpdau after releasing features around the game. Whereas puzzle games will experience a relatively stable Arpdau throughout its entire live operations.

What numbers to expect with Arpdac 

Arpdac (Average Revenue per Daily active Consumer). This is a concept i have discussed in my previous post [KPI: Consumer Pool and Arpdac]  The monetized cohort ( Consumers ) have a different game experience than non monetizers users.  Whether true or not, the theory behind

“ once a thief is always a thief”

is a concept i apply with the consumer cohort assuming that these users will eventually perform the same function if the product offering is positioned correctly.  What you can expect with these users vs the blended Arpdau data is that Arpdac should be at least 2x higher than Arpdau and can go as high as 5x

When designing out your feature road map, it is important that you prioritize feature sets for these cohorts first and foremost. Neglecting your consumers will be detrimental to your bottom line. On top of your feature, it is important that there is some sort of product offering in your store that will allow these consumer to feel like the game is live and things are going on in the game.  This illusion or ‘reality’ can decrease the churn rate of your consumers and potentially increase your consumer pool in the process.

Good Luck

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  • 15+ year mobile application industry veteran, probably product managing multiple apps. If he's not busy running this website, you can probably find him at the gym shooting half court shots, while playing the latest mobile rpg game.

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