Apple Arcade: Beyond Exclusive Originals

Apple Arcade added over 30 new titles to its service in April 2021 with the launch of two new games categories: Timeless Classics & App Store Greats.

Timeless Classics consists of games like backgammon and solitaire, while App Store Greats includes titles such as Star Trek: Legends, NBA 2K21, and The Oregon Trail.

These two categories marked Apple Arcade's first move beyond original, exclusive games. All titles within Apple's subscription gaming offering remain free of advertisements and do not offer in-app purchases.

When Timeless Classics & App Store Greats launched, Antenna observed a +73% increase in Sign-ups to Apple Arcade compared to the previous 8-week average.

Consumers that Signed-up to Apple Arcade around the addition of Timeless Classics & App Store Greats skewed directionally more Male, Black, older and more educated than the benchmark.

The cohort of users who joined around the addition of Timeless Classics & App Store Greats have been less loyal than the benchmark. The greatest disparity in retention came at Month 3 — 29% of the Classics & Greats cohort were retained compared to 39% for the benchmark.

Brendan Brady is a Content Strategy Associate at Antenna, a measurement and analytics company providing insight into purchase behavior and subscription metrics across the new media landscape.