Pokémon GO has already become the biggest mobile game to have ever seen release in the United States, but that success isn’t showing signs of slowing down anytime soon.
SurveyMonkey estimate that just under 26 million people are playing the augmented reality app on iOS and Android in the United States alone, which has seen it become a top 10 app in terms of daily active users. That means that more people are using Pokémon GO than Google Maps itself.
In the United States the app is being downloaded at a rate of 4-5 million per day which, while this impresses, it is longevity that has proved an early concern. But, so far, 7 out of 10 players that have downloaded the game are returning to it the next day. Compared to the average rate, most apps only see 3 out of 10 players return.
Pokémon GO‘s success is unusual because it is being driven by word of mouth, rather than by letting players discover or invite their friends to build interest.
The app is also estimated to be making an average revenue per daily active user at $0.25, which is not only twice the average for casual games but outpaces Candy Crush Saga. This profitability will be encouraging to Niantic, The Pokémon Company, and Nintendo, but, after the app has been rolled out worldwide, their attention must shift toward maintaining interest and engagement.
