For mobile game developers aiming to get the attention of publishers, understanding what publishers prioritize can significantly help secure a deal. We talked to the legendary John Wright to uncover his insights into the metrics and qualities publishers seek when evaluating potential mobile games.
The role of marketability and A/B testing
Before approaching publishers, developers should ideally conduct marketability testing or early-stage A/B testing. While this is not a mandatory step, having initial performance data, such as a low cost per install (CPI), can be advantageous.
“Previously, publishers tested dozens or even hundreds of prototypes monthly. Today, cost-consciousness has shifted the burden of initial testing to developers. If you can present data highlighting good CPI, it strengthens your pitch. However, it’s not the major focus; publishers look at broader factors in their due diligence and green-lighting processes,” John explained.
Critical metrics at different stages
A game’s development stage significantly influences the metrics publishers examine:
- Early-stage games: Publishers prioritize session length, CPI, and Day 1 (D1) retention.
- Prototypes transitioning to monetization builds: Return on ad spend (ROAS) metrics and Day 3 (D3) and Day 7 (D7) retention become more relevant.
- Soft-launched or live games: Lifetime value (LTV) nearing or exceeding customer acquisition cost (CAC) is crucial. Even if profitability isn’t achieved, publishers seek potential for 130-150% ROAS with their involvement.
Indicators of scalability and hit potential
When assessing a game’s scalability, John mentioned that publishers typically consider the following aspects on top of numbers:
Fun factor:
“We’re in the business of fun. If a game doesn’t captivate personal interest, it’s unlikely to succeed.”
Market research:
Mobile game publishers evaluate the core mechanics and genre. “Games that are too niche may struggle to scale. Successful hits often result from iterative innovation within popular genres (e.g., Monopoly Go drawing from Coin Master).”
Developer passion and vision:
A motivated team with aligned goals and a shared vision is important for long-term success. Publishers value cultural and strategic alignment.
Genre-specific metrics
Metrics expectations vary significantly by genre.
For example:
- Hybrid casual games: Emphasize D1 and D3 retention.
- Casual games: Focus on Day 30 (D30) retention.
John added that “it’s not a one-size-fits-all strategy. Benchmarks should be evaluated in context. For instance, a D1 retention rate of 28% with a D30 retention of 10% can be more valuable than a game with 40% D1 and only 2% D30. Always consider the shape of the LTV curve.”
Retention rate benchmarks
While benchmarks depend on the genre, typical figures include:
Hybrid casual:
- D1: 35%
- D3: 18%
- D7: 10%
Casual:
- D1: 40%
- D7: 20%
- D30: 10%
Missing early retention benchmarks isn’t necessarily disqualifying. “Later-stage metrics carry more weight in today’s market,” John noted.
Key takeaways for developers
To improve the likelihood of publisher interest:
- Conduct early marketability tests to showcase potential
- Tailor your pitch by highlighting metrics relevant to your game’s genre and stage
- Focus on creating fun, scalable games with iterative improvements
- Build a strong, motivated team with aligned goals and vision
It is good to remember that beyond the numbers, a compelling game concept, and a passionate team remain critical factors in capturing the attention of a mobile game publisher. Remember, publishers are not just investing in games, they’re investing in the potential and vision of the developers behind them.
Ready to take your mobile game metrics to the next level? Talk to us to see how we can help with app store optimization and creative-level attribution and position your game for success in a competitive market!
