2014/10/21

How to interpret Appannie revenues

Which revenues are shown on Appannie ? net revenues ?
(free pic under CC)
Very simple rule

  • iOS revenues are excluding platform fee (30%) and excluding VAT. So that means you would have to divide shown revenues by 0.7 in order to show revenues including platform fee since you can actually accounting-wise recognize net revenues including platform fee 
    • Net Revenues = iOS Revenues / 0.7
  • Google revenues are including VAT and excluding platform fee. For Germany where VAT is 19% you have to divide the revenues by 0.89 
    • Net Revenues = Google Play Revenues / 0.89

Healthy Daily Retention Rates

What are healthy retention rates ? Below is a rolling retention benchmark.

(free pic under CC)


If your midcore f2p mobile title does not match any of these, forget it:

1 Day Retention: 40%
7 Day Retention: 20%
30 Day Retention: 10%

(for iOS 5.0 or 2.3 Android and higher)



Playstore Ranking and Revenues

Here are my guestimations for the Korean Market (Play Store)

Below figures reverse engineer the current mobile gaming revenue size of 1.5 billion US$ in Korea for Play Store (2013) figures.




 Rank    Daily Revenues    Annual Revenues    Total Annual  
 1-5   $ 300.000  $109.500.000  $ 547.500.000
 6-10   $ 100.000  $ 36.500.000  $ 182.500.000
 11-30   $ 20.000  $ 7.300.000  $ 146.000.000
 31-50   $ 10.000  $ 3.650.000  $ 73.000.000



 $ 949.000.000





 % of Total Revenues   66%

 Total Market Size    $1.437.878.788