Silly Walks – Revenue & Downloads

It’s been more than half a year since we launched Silly Walks on the App Store. I’m all for publishing numbers behind products, so I’m sorry it took this long to come up with this post.

The game was developed together with Nitroyale and we split everything 50/50. The figures here are the total revenue and download numbers.

The game was developed in about 4 months and it was the biggest success of Part Time Monkey‘s self-published titles to date, which might’ve been a reason for me becoming a little shy with the figures. I hope this inspires other indie developers as much as it gives confident to myself!


TRACTION & DOWNLOADS

The game got massive featuring during its launch and rose up to the Top 5 most downloaded games worldwide for a week or two. During the first week the game was downloaded around 1.5M times.

We did a few content and feature updates to the game which gave it further featuring down the line, and a little later it was chosen as Game of the Day, which happened worldwide over a period of time, perhaps a few months. It started just in the UK, then it spread to Europe, Asia and Africa, and later followed by US and China, which are the two biggest markets. 

Total download count to date is 3.25M of which 26% is from China and 18% from US.

MONETIZATION & REVENUE

The game uses Unity Ads exclusively and most (97%+) revenue came from that. We had multiple rewarded video ad placements and one skippable video after every 3rd game over. The rewarded ones were:

  • Revive on death (3 revives max per level)
  • Get currency through a Shop
  • Get high amount of currency on every 5th game over
  • Spin a Reward Spinner
  • Double the Reward Spinner reward
  • Get a new character (one video per character, 3 max)

The best performing ad was Revive, making 57% of all ad revenue. The next best was the skippable video ad with 17%, followed by Get-New-Character with 11%.

For in-app purchases we sold an “Infinite Dash” IAP for 1.99€ and multiple currency packs from 2.29€ to 21.99€. The Infinite Dash was the best-seller grabbing 35% in revenue of all in-app purchases.

Total revenue to date is around $270K of which $263K is from ads and $7K from in-app purchases.

We’re about to launch a new game within a month so let’s talk soon.  😎👌

Cheers,
Tuomas

This Post Has 19 Comments

  1. Hi,
    Could you share with us how retention looks like in Silly Walks? I’m wondering because those type of games have different target audience compared to big brands and so I wonder how long people stay with the game.

    1. Hi Maciej,

      The retention is actually very bad. D1 around 19%, D7 at ~4% and D30 at 1%.

      I think the game is quite hard to grasp for some, but once you get past that first barrier it becomes more addicting and fun. This is actually our worst game what comes to retention!

      Thankfully we don’t really care about retention or other KPIs, as long the players like it (ratings are good) and Apple digs it (keeps giving featuring). 🙂

      1. Thanks for the response! Good luck with future projects.

        1. Thanks!

  2. Hey mate

    Have never seen someone like who is always open to share things like such confidential . Great man

    1. Thanks! The great thing about being 100% self-reliant is that we can share whatever we want. 🙂 This is the type of stuff I would like to read by other developers, too, so it’s nice to share like I’d hope others to share!

  3. Great post! It’s great to see a developer being so open about these kind of data
    The ads revenue model is working for many games today
    On those ads revenue numbers, what was the amount of impressions for Silly Walks in that period? I’m trying to understand how a game published with a publisher is performing (they’re not giving full data on them, only impressions, clicks and some other less relevant data)
    Thanks!

    1. Thanks!
      The average eCPM varies a lot depending on country and how long it’s been out.
      But to answer your question, there has been 27 189 102 started ads to date. 🙂

  4. Hi thanks for sharing the info fascinating to read. Why do you think retention is low on Silly Walks? Are you going to make changes to improve retention?

    1. Hi! I think it’s mostly due to the difficulty of the game, and the fact that all downloads came through Apple’s featuring, and often those downloads are not considered “good” compared to players who come through targeted UA.

      But the difficulty is perhaps the more major thing. It’s a bit tricky, and if you’re not patient enough to learn it, it might churn you out quickly.

  5. Hey Tuomas,

    Wow, this is awesome! Finally someone who wants to share real data behind game that makes money. 🙂
    This is interesting to me since i have 2 games on the stores for a 10 days with the same retention as your game have, it is hyper casual endless games and i was cared it is impossible to generate revenue without 40-50% day1 retention.

    Store featuring obviously was a big thing for you, but do you think it would be possible to generate some revenue with UA only for the same game, without featuring?

    Cheers,
    Goran

    1. Hi, and thanks! The UA question isn’t about retention, it is about the average revenue per user, a.k.a. Life-Time Value (LTV). Silly Walks’ LTV is around $0.06 or even less, so that means that to successfully gain users, each of them need to cost 6cnt or less. The “magic formula” is LTV > eCPI = profitable UA, meaning that the effective cost for gaining a user needs to be less than the average lifetime value of a user. Higher retention will sure bump up LTV, but still it’s “as simple as that” in the end.

      So no, I don’t think UA would’ve been possible for Silly Walks. However when you dig deep into UA, you’ll probably find that there is a certain audience that is willing to pay more within your game, so you’ll obviously want to target those players in your UA campaigns. You might find that the specific group uses avg. of $2 per user in your game, so as long as you keep getting that type of users for less than $2, you’ll be profitable.

      But to be honest, I have no real experience in UA, so I’m probably just scratching the surface here.

  6. Hi Tuomas,

    You say this is your studio’s biggest self-published game, yet you must have bigger success with the game Space Frontier, published with Ketchapp right? Not looking for numbers here … just curious.

    Congrats!

    1. Very correct, this is our biggest self-published game. Space Frontier was bigger, but unfortunately I cannot share the numbers. 🙂

      Thanks!

      1. Obviously … but how was the experience with them?

        1. Working with Ketchapp has been very fluent. They’re like-minded with me, not stressing too much about KPIs and such, and focus more on just making great games. We’ve got all the creative freedom we like, while they sometimes may suggest something. Of course things get slower when working with a publisher, but that is pretty much inevitable. By “slower” I mean that you can’t just go and launch whenever you want, but instead you coordinate the launch schedule etc.

  7. Hi just wondering if/when new levels will be added 🙂

    1. Hi, I’m sorry but we’ve stopped updating the game. Hope you enjoyed it while it lasted! 🙂

  8. Is it done being updated forever? 🙁

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