And 66% of all players quit playing the free-to-play game they've downloaded after only one day.
This is according to new research by App Testing firm Swrve, which tracked the behaviour of 10 million users over a period of 90 days and found that the free-to-play audience is fickle, transient and -- for the most part -- pretty cheap when it comes to spending money on free-to-play products.
It's a fact most of us are aware of -- a relatively small amount of players tend to spend the most amount of money in the free-to-play market. There's even a term for them: whales. Another previous report from Swrve stated that 0.15% of players are responsible for over 50% of the revenue made from free-to-play games.
But perhaps the cautionary tale here is just how quickly users move onto the next product. 19% of players will open a free-to-play app just once, and when 66% of the total audience is gone after day one, that could be a problem.
"It’s a bit like a first date," said Hugh Reynolds, CEO of Swrve. "If it’s going to be effective, it needs to be effective quick."