Social gaming: Main definitions, metric and vocabulary

The average daily arpu for a social game is:

- Between 1 and 5 cent for: puzzle, arcade, simulation, caretaking
- Between 3 and 7 cent for:  hidden object, adventure, tournaments
- Between 5 and 10 cent for: rpg, gambling, poker

In gaming, we can find different kind of users: whales, dolphins, and minnows. In social gaming, the average spent / LTV for those users is the following:

- Minnows: 55% of all paying users; they spend between $1 and $5 in total during all their lifespan

- Dolphins: 30% of all paying users; they spend between $5 and $10 every month

- Whales: 15% of all paying users; they spend much more than $10 every month and represent more than 50% of the total revenues of a single free-to-play game.

Various others metrics: 

- Day 1 retention: 15%

- Best day for user acquisition: Saturday

- Most played days during the week: saturday, monday, tuesday

- Non-churns players can be recognized as they are used to play 2 times more than normal users on Day 1

- The most important retention metrics is Day 7 retention. Once a user come back after 7 days, we can say that this user has been fished