Android Closes the App Revenue Gap with Apple on Games
- Wednesday, January 28th, 2015
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One of the long-held beliefs about the dominant mobile operating systems is that while Android has a larger number of users, iOS users tend to spend more money on apps and in-app content. However, new research suggests that gap may be shrinking, at least within games.
According to data from gamer acquisition solution DAU-UP, the Average Revenue Per User (ARPU) for Android games closed considerably on the ARPU for iOS games, increasing from 25 per cent of iOS figures to around 65 per cent.
When acquisition and media costs, which are between 20 and 50 per cent lower for Android, are factored into the equation, the ROI for Android players is now equal to or even better than iOS games.
A number of factors have driven the growth, including improvements in the quality of Android devices bringing more mid and hard-core level gamers to the OS, as well as advancements in the quality, UI and stability of Android, strong growth for Android phones in the Latin American and Asia-Pacific markets, and more equal resource allocation between Android and iOS games by developers.
“After years of being the unwanted step child, Android is having its Cinderella moment, as game developers are increasing their Android development resources to meet the growth in Android revenue,” said Idan Nizri, CEO and founder of DAU-UP. “Were hearing more and more developers developing games Android First. I have no doubt that game developers will invest more time, effort and resources in Android in 2015.”