About the author
Anton Slashcev
Almost 10 years of experience in Product Management, Business Strategy, and Narrative Design. Consulting in Match-3 / Casual Narrative / Hybrid-casual market.
12 Key Money Metrics in Mobile Game Development
🛠️ Product
1. LTV (Lifetime Value): The total revenue a player is expected to generate over their entire time playing the game.
2. ARPU (Average Revenue Per User): The average revenue generated by a single user over a specific period (daily/weekly/monthly).
3. Conversion Rate: The percentage of users who make at least one purchase.
4. Average Check: The average amount spent per transaction.
🚀 Marketing
5. ROAS (Return on Ad Spend): Evaluates the profitability of user acquisition.
6. CPI (Cost Per Install): The average cost incurred to acquire a new user who installs the game.
7. Target Spend: The planned budget for user acquisition (daily/weekly/monthly).
Increasing the volume of target spending usually reduces ROAS.
8. CPM (Cost Per Mille): The cost per thousand ad impressions.
💼 Business
9. ROI (Return on Investment): Measures overall profitability by comparing the net profit to the total investment cost.
10. Burn Rate: The rate at which a company spends its capital per month (for negative cash flow scenarios).
11. Revenue: The total income generated from the game over a specific period (monthly/yearly). Revenue is a sum of all income sources related to the game (IAP, ads, subscriptions, etc.).
12. Runway: The amount of time a company can operate before it runs out of cash (for negative cash flow scenarios).
