It was a day that started out like any other.
I was going about my business, analyzing US gaming app trends with our app index (you know, the one that measures actual usage patterns, not just app store rank and install volume) and I came across a gaming app with the kind of rank change that warrants the thought, “this must be a bug!” Because typically, top apps tend to remain pretty stable, with just a few – if any – shifts in rank position.
But check this out. Take a look at number 7 (as if you could miss it..but in case you might, it’s been highlighted for emphasis).
No, your eyes aren’t deceiving you. Popular app developer King – whose creations include the insanely successful Candy Crush Saga series – has done it again with their latest innovation. It’s called AlphaBetty Saga, and in one month’s time it has jumped in rank from 17,835 to NUMBER 7 on the top 10 most used app’s list. That’s a crazy leap, even for a novel creation from the infamous King.
But success certainly isn’t new territory for King Digital Entertainment (formerly known as King.com). The Candy Crush Saga and Candy Crush Soda Saga apps have ranked in at #1 and #2 on the app index for months, not to mention being amongst the top grossing games in the app store as well.
This is even more remarkable when you consider that AlphaBetty Saga was launched in just April.While it still has a long way to go in terms of catching up to its predecessors in terms of usage and install volume, my guess is it won’t take them long to get there. (Currently the app has between 10M and 50M installs. That’s just after 2 months, people!)
But that doesn’t mean the app is impervious to the fickle demands of the user. When I took a look at usage patterns post installation, it appears as though by day 24 the majority of users who had installed the app ended up abandoning it. Meanwhile, both of the Candy Crush Saga series were both still going fairly strong past Day 28. In fact, the bulk of AlphaBetty’s users stopped using the app just 2 weeks post installation. This could just be because AlphaBetty is still a new player (pun intended) in the gaming app market, and users are still warming up to it. But in any case it might be worth investigating further, if King wants to keep their users engaged for longer.
Overall, though, I think it’s fair to say that thus far AlphaBetty’s performance is impressive – which relays back onto the success of “the King himself.” 4 out of the top 10 free gaming apps on this list are King creations, and this is just for Android data in the United States.
Much like it’s Candy Crush predecessors, AlphaBetty has a cute backstory. AlphaBetty Saga is a word jumble app whose central character is a 1930’s mouse named Betty. Along with her grandfather Professor Alpha and his loyal assistant Barney, Betty travels around this alternate 1930’s reality helping you create words amidst a cheese-laden mouse-topia.
Well played, AlphaBetty. You captured me with your cheese-filled digital landscape. And, okay, the huge rank jump piqued my curiosity even more. But since it’s a word-puzzle gaming app, I’m going to say it’s helping me build my professional skills as a content marketer by expanding my vocabulary.
In the meantime, stay tuned for more interesting top app insights!