The early results are in — here’s just how huge Miitomo, Nintendo’s new game is

Why King, Zynga, Storm8, EA and Glu should be worried

By Abhinav Agrawal

Late last month, Nintendo released its first mobile game in the United States: Miitomo, causing a ton of hype. The game is based on Nintendo’s adorable “Mii” characters, which were first launched in 2006 with the launch of the Wii console.

So, what is the game like? My experience felt more like a social experiment or interaction, similar to Glu’s Kim Kardashian, Zynga’s The Ville, or EA’s Sims. There is a lot of commentary and debate on whether the app is even a game or just a gamified social experience. But let’s leave the debate on definitions and gameplay aside, to focus on a more important question: given all the hype, how is the game doing? We turned to SurveyMonkey intelligence to find the answers.

In a nutshell, Miitomo is crushing it and Nintendo seems to have a hit on its hands!

Over 2.6 million downloads last week

The game, propelled by featuring by both Apple and Google, quickly rocketed to the top of the app charts. Every day last week, the game was downloaded an average of 370,000 times. Roughly two-thirds of the app’s downloads are on iOS, with the remainder on Android.

More monthly active users than New Zealand

Miitomo currently has 4 million monthly active users (MAU) and about 1 million daily active users (DAU). That makes the game almost the same size as the country of New Zealand! An average user on a typical day has 2 to 3 sessions with a total of 7–8 minutes spent in the app.

Making it rain — $280,000 per week

Monetization has also increased steadily and we estimate that the game is now making $40,000 combined per day across iOS and Android. Roughly 80% of the revenue is from iOS with Android only contributing 20%.

On a per-user basis, we estimate the app has an ARPDAU (Average Revenue Per Daily Active User) of 3–4 cents. While low compared to mid-core games like Supercell’s Clash Royale, this is actually a healthy number for a more casual game like Miitomo, especially early on.

Retention — the big question remaining

The big missing piece is retention which we will have a good read on by next week. Without good retention numbers, Miitomo will be just another 15-minute wonder. But if it can convince players to stick around, Nintendo could have an instant classic on its hands.

This post originally appeared on April 11, 2016 on the blog of SurveyMonkey Intelligence, a competitive intelligence product for mobile apps.

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