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Monthly active users (MAU) tells you how many people or accounts met a game publisher’s activity rule during a month. It measures monthly reach—not, by itself, whether a live-service game is engaging, retaining players, or generating durable business results. To judge health, read MAU alongside retention, daily play, acquisition, and monetization, and check how the publisher counts users.
What does monthly active users tell you about a live-service game’s health?
MAU is a scale signal: it indicates the size of the audience that was active at least as defined by the publisher during the reporting month. It is not a quality score. A high count does not establish that players return regularly, enjoy the game, or spend money; a low or falling count does not explain why fewer users qualified as active.
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Definitions vary. GDEV defines MAUs as individuals who played a particular game in a calendar month, but notes that one person may count more than once when playing multiple games or the same game on separate platforms or social networks. Activision Blizzard has also documented different device-deduplication rules across parts of its portfolio. Those differences can make two companies’ figures hard to compare even when both use the label “MAU.” GDEV’s 2025 Form 20-F and Activision Blizzard’s first-quarter 2023 results describe company-specific definitions.
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Interpret the direction as a change in the audience meeting the stated activity rule, not as a diagnosis of the game. Each pattern points to questions that other measures must answer.
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| MAU pattern | What it establishes | What to investigate next |
|---|---|---|
| High | Broad monthly reach under that publisher’s counting method. | Return frequency, retention, playtime, satisfaction indicators, and monetization. |
| Growing | More people or accounts qualified as active in the reporting month. | Whether growth came from new acquisition, returning or reactivated players, a release, broader platform reach, or a measurement change—and whether new cohorts return. |
| Falling | Fewer qualified as active that month. | Seasonality, acquisition spending, content and update timing, outages, platform data changes, and consistency of the counting rules. |
| Stable | The monthly count is broadly unchanged. | Whether departing players are being replaced by new or returning users; cohort retention can distinguish replacement from durable loyalty. |
There is no universal “good MAU” threshold established across game genres, platforms, ages, or counting methods. Compare against relevant games or cohorts only when the benchmark’s population, period, and definition are clear.
Which metrics make MAU more useful?
Use complementary measures to separate audience size from player behavior and business outcomes. Roblox’s analytics documentation organizes its dashboard around distinct KPI areas, including retention, engagement, acquisition, and monetization; each addresses a different question from monthly reach. Roblox Creator Hub’s analytics dashboard documentation describes these areas.
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- Daily engagement: DAU, DAU/MAU where available, session frequency, session duration, and playtime indicate how intensively monthly users engage. Check whether the reported figures are averages or point-in-time counts.
- Retention: New-player cohort retention measures whether people return after their first visit. Returning and reactivated-user trends can show whether the game keeps an audience beyond the initial month.
- Acquisition: User sources and conversion help explain who is joining. Separate paid-acquisition surges from growth sustained by returning players.
- Monetization: Paying-user conversion and revenue per active or paying user add business context. Consider them alongside engagement: revenue changes or concentrated spending do not, on their own, demonstrate broad audience health.
GDEV’s 2025 Form 20-F illustrates why a company may distinguish reach from engagement: it describes MAU as useful for measuring scale and usage, while saying it relies primarily on daily performance metrics it considers more accurate for engagement. In that filing, GDEV reported average DAU of 1.060 million in 2025, down by 321,000 from 2024, and attributed its MAU and DAU declines in part to reduced user-acquisition spending in 2024 and 2025 and seasonal patterns. Those are GDEV’s company-specific figures and explanation, not a general rule about why game audiences fall. GDEV Inc., 2025 Form 20-F.
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Before comparing two games—or interpreting a single game’s trend—check whether the underlying measurement is consistent. Relevant details include the activity rule, calendar window, identity resolution, deduplication across games, platforms and devices, geography, and data source. A change in tracking or counting rules can move the number without an equivalent change in distinct players.
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PLAYSTUDIOS warns that multiple devices or accounts, data latency, fraud or bot activity, changes in platform tracking, and differences among analytics tools can affect its metrics. It also says its analytics data has not been independently verified and that its definitions and calculations are not standardized across the industry. In its 2025 annual filing, the company states: “These metrics are not based on standardized industry methodologies, and our definitions, assumptions, and calculation methods may differ from those used by other companies, which may limit comparability across the industry.” PLAYSTUDIOS, Inc., 2025 annual report.
For a trend within one game, first confirm that the publisher has not changed its definition or data source. For a cross-company comparison, treat the figures as approximate unless the companies’ rules are demonstrably comparable. Even a carefully defined MAU count remains a reach measure; retention and engagement data are needed to assess how durable that reach is.
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A practical checklist for assessing a game’s audience
- Read the definition: identify what counts as activity, the reporting window, and whether users are people, accounts, or another unit.
- Check the counting boundaries: look for deduplication across devices, platforms, social networks, and games, as well as geographic scope.
- Establish the trend: compare periods using the same method and note whether figures are averages or point-in-time counts.
- Explain the movement cautiously: investigate acquisition, returning users, releases, seasonality, service disruptions, and measurement changes rather than inferring a cause from MAU alone.
- Test durability and business context: pair reach with cohort retention, daily engagement, acquisition quality, and monetization measures.
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