They depict puzzles where users need to avert disasters by pulling pins in the right order. However, Playrix was the first publisher that got their ads banned by The Advertising Standards Authority (ASA) in 2020. And it’s not just Playrix, many successful developers use this trick. People in the industry know it, most gamers know it, and some are really annoyed by it. We can’t talk about Homescapes ads without addressing something everyone is aware of - Homescapes ads are often misleading and misrepresent the game. But how did Playrix acquire millions of users? The answer lies in their advertising strategy. Homescapes Analysis: Paid User Acquisition Player Motivations and ArchetypesĪccording to data from GameRefinery, the main motivational drivers of Homescapes players are escapism (thinking and solving), expression (customization and decoration), and mastery (completing milestones).īelow, you can see a full list of features that are important to Homescapes players. More specifically, 15% of players are younger than 25, 35% of players are aged 25–35, 24% are aged 35–44, and 26% are older than 45. The average age of a Homescapes player is 38. Homescapes DemographicsĪccording to demographics data, 70% of Homescapes players are women. Furthermore, casual players enjoy games that are easy to play and prefer shorter playing sessions. This type of mobile gamer plays to pass the time and simply wants to be entertained and have some fun during a break. Homescapes being a casual game attracts primarily casual gamers. There’s also a significant number of highly engaged players (19%) who spend as much as 1 to 10 hours a day on Homescapes.Ībove, you can see a list of Homescapes’ competitors. 22% of players spend 10 to 30 minutes, while 19% spend 3 to 10 minutes playing a day. This metric tells us how much time people spend playing per day. In other words, casual gamers tend to prefer shorter sessions. Just 3% of players play for more than half an hour per session. 24% of users play for 10 to 30 minutes on average. Average Session Durationįor 25% of players, the average session length is 3 to 10 minutes. However, there’s a significant portion of players (12%) who have 9 to 14 sessions a day on average. Most Homescapes players play one or two times a day (28% and 21% respectively). The average 30-day retention for the top 2% of casual games is 13%. Most importantly, after one month, Homescapes retains 14% of players. The top 25% retain about 30%.Īfter 7 days, 23% of Homescapes players remain. That’s good when we compare it to other casual games.Īccording to Benchmarks+, the top 2% of casual games retain about half of the players after day 1. Homescapes managed to retain 44% of players after the first day. Homescapes User Retentionĭay 1 retention for casual games is crucial. Interestingly, the majority of daily active users in the past year came from India, followed by Russia and the US. Homescapes now has between 5 and 7.5 million daily active users. Homescapes Daily Active Users (DAU)Īt the beginning of 2020, there was up to 13 million DAU. To find out how this game earned so much in revenue, read our Homescapes monetization analysis. Other highly profitable markets include Japan, China, Great Britain, Germany, Russia, Canada, France, and Australia. That rarely ever happens, especially for a casual game.Īs you might expect, the United States is the main driver of Homescapes’ revenue. The crazy thing is - Homescapes’ revenue has been increasing year over year. All Time Homescapes Revenue by CountryĪs of now, Homescapes bagged almost $1.5 billion in revenue. In fact, at the beginning of 2021, downloads reached almost 15 million. What’s even more impressive is that downloads haven’t declined throughout the years this game has been out. That’s extraordinary - not many games have achieved this. All Time Homescapes Downloads by CountryĪs of now, Homescapes has been downloaded more than 438 million times. To show you just how successful this game is, I’ve pulled some KPI data. During that, players meet many interesting characters, mainly Austin, and stories about his childhood and relationship with his parents.ĭue to its simple gameplay and visual style, Homescapes belongs to the casual genre. In other words, players need to solve match-3 puzzles to earn the resources needed to renovate and decorate a home. About HomescapesĪt its core, Homescapes is a match-3 puzzle game with a story progression and home & décor meta layers. To answer that, I go deep into Homescapes’ advertising strategy and dissect its notorious ads.īut first, we need to understand what this game is about, who is playing it, and just how successful it is. Are misleading ads an effective way to advertise a mobile game? In our Homescapes analysis, we tackle a burning question in the mobile game industry.
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