When Nintendo's first smartphone game Miitomo launched, it shot quickly to the top of the iOS and Android app stores. Unfortunately for the company, this success seems to have been short-lived.
Data collected by SurveyMonkey Intelligence revealed that while Miitomo's first week downloads were on bar with platform heavweights such as Candy Crush and Clash of Clans, its download rate fell at a much faster rate afterwards. "Miitomo did fall off the charts more rapidly than the comps, but Supercell and King both likely spent more on advertising to help sustain their download volumes," said analyst Arjun Lall.
SurveyMonkey data revealed that Miitomo is played half as often as Clash of Clans and Candy Crush games. This is a critical indicator for Nintendo's social hub game as it depends on users interactions to drive its fun. The problem is only compound by the fact that Miitomo loses half of its player base every week. "The game’s weekly churn more than 50% means that over half of the users of Miitomo on a given week won’t come back and play it again the following week," explained Lall. "For some apps that don’t need frequent use this isn't a problem, but for games like Miitomo that are designed for frequent use, churn at this level foreshadows a quick decline."
Lall warned that, if Nintendo didn't turn things around, low engagement and high churn would no doubt turn Miitomo into a ghost town.
VIA:.
