Why the First Ten Minutes Are Crucial for Mobile Game Retention

Adam Carpenter from Google reveals that most mobile games lose over half their new players in the first 10 minutes. The data shows exactly where retention breaks down and how top performers avoid it.

Using aggregated data from top grossing games on Google Play, this analysis examines the relationship between Day 1 playtime and Day 2 retention. The research identifies specific anti-patterns in the critical first 10 minutes that separate winners from losers.

Key Takeaways

• Median Day 2 retention for top games is only 38% on Google Play
• Top quartile games retain 17% by minute 5 vs 46% loss for bottom quartile
• Two anti-patterns emerge: the Flats (stagnant early retention) and the Gorge (declining retention)
• First 10 minutes show distinct patterns separating 52% vs 22% Day 2 retention
• Secondary downloads, tutorial design, and loading times are key culprits

The article includes specific benchmarks for each quartile and a framework for diagnosing which anti-pattern is killing your retention.