Mobile Game Downloads: Insights on Google Play Search and Organic Sources
Understanding Mobile Game Download Trends: A Deep Dive into Google Play Data
Recent research from Sensor Tower has shed light on the sources of app downloads within the Google Play Store, particularly in the gaming category. This analysis reveals that a significant portion of game downloads is driven by organic search and browsing, a trend that exceeds that of the App Store.
The Dominance of Organic Sources
According to the findings, an impressive 88% of game downloads on Google Play are sourced from organic search and browsing. In contrast, the App Store sees only 80% of its downloads coming from these channels. This data, collected from May 2017 to April 2018, highlights a growing reliance on organic user engagement in the mobile gaming sector.
Third-Party Sources: A Minor Player
When examining the specifics, only 10% of game installs on Google Play are attributed to third-party sources, such as in-app ads or web links. Additionally, a mere 2% of installations come from Google AdWords. While these numbers indicate that third-party promotions can support downloads, they remain a secondary option compared to the organic reach of games.
Comparing App Store and Google Play Sources
While Google does not currently disclose the exact breakdown of organic search versus browse traffic, insights can be drawn from the App Store’s data. For instance, 56% of App Store game downloads come from search, while 24% are from browsing. Observing these trends raises questions about whether similar patterns exist within the Google Play ecosystem.
Free vs. Paid Games: Similar Trends
The trends observed are consistent across both free and paid games. The majority of free games mirror the overall statistics, with 88% of installs originating from search and browse. For paid games, organic sources make up 79% of downloads, contrasting sharply with the 42% of paid non-game app installs coming from these channels. This aligns closely with the App Store’s data, where organic sources constitute 78% of paid game downloads.
Subcategory Variations: Casino and Puzzle Games
Interestingly, not all game subcategories follow the same trend. For instance, casino games rely less on organic sources, with only 60% of installs originating from search and browse. The remaining 40% comes from third-party sources and AdWords, accounting for 33% and 7%, respectively. Puzzle games also exhibit a higher dependency on third-party sources, with 20% of their downloads attributed to these channels.
Organic Growth: A Key Takeaway
In contrast, simulation and arcade games maintain a strong reliance on organic sources, with around 94% of their downloads coming from search and browsing. This analysis indicates that while third-party ads and promotions may provide a boost, the majority of game installations still heavily rely on organic traffic.
As mobile gaming continues to evolve, understanding these download trends can offer valuable insights for developers and marketers aiming to optimize their strategies. As more data becomes available, we anticipate further revelations regarding download sources on the Google Play Store.
