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MISTPLAY Industry Report

How social & community fuels organic growth for mobile games

Retention is the lifeblood of publisher success. In today’s volatile mobile gaming landscape, it's the most critical element for sustainable growth, allowing for innovation in product, monetization, and marketing efforts. While UA, product, and LiveOps strategies are key drivers of success, one underserved lever for incremental growth is community.

Our 2024 survey of 2,000+ mobile gamers delves into how social and community factors influence user acquisition, retention, and in-game spend to support sustainable growth. Download the report to dive into the data behind the power of social and community in mobile gaming.

"In this competitive industry with many similar titles, a focus (or lack of focus) on social and community efforts can have a meaningful impact at scale and be the difference between struggling to gain traction and breaking into the top category rankings.”

JUSTIN GERRARD
Senior Director of Organic Growth at Mistplay

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Inside the social and community report

Active communities can drive powerful self-sustaining organic growth

With 42% of players participating in mobile gaming communities to find new games to play, and 27% reporting social media as a leading game discovery channel, being part of the conversation with fan-run communities and nurturing brand-loyalty ambassadors can be a powerful lever for increased game discovery.

Community factors particularly influence spender behaviors

21% of spenders consider a game’s online community when deciding to install a new game and 27% actively participate in said communities, further supporting that spend behavior can be influenced by social factors for certain segments.

Customer support has full-funnel impact from acquisition to retention

Support interactions have a strong impact on a player’s experience with a game, as 65% of players who had a negative support interaction stopped playing the game, while 21% who had a positive interaction recommended the game to their family and friends.