The biggest Scandinavian Facebook developer, Finland-based Rovio, launched its success game Angry Birds on Facebook Valentine’s Day 2012. After a phenomenal launch the game peaked in late April at 24,000,000 monthly active users and almost 3,500,000 daily active users. The success of the launch was no surprise due to the huge brand awareness of the Angry Birds franchise. We took a closer look on what happened ever since.
End of Arpil onwards, Rovio and Angry Birds are on a constant decline when it comes to the number of Facebook users. Rovio lost 1,500,000 monthly active users just last July (from 15,300,000 million to 13,800,000 million).
Having a closer look at the stats one can see that the development is not overall negative. Rovio might have lost many MAU (monthly active users) but constantly maintained the same number of DAU (daily active users).
Rovio will probably not mind the decline in MAU too much as DAU is the currency that counts for social game developers: Daily active users are typically the ones that are spending money in the game.
Due to the DAU and MAU developments we see an increase of stickiness for Rovio. The Sticky Factor is the ration of DAU/MAU and tells you how many of the monthly active users are turned into daily active users. If your sticky factor is 15% it means that 15% of your monthly active users are daily active users and also gives you a good estimate how many of newly acquired users will be turned into daily active users.