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Players not coming from user acquisition are key for marketability of a game in light of the struggle to keep lifetime value above effective cost per install. Unfortunately, data on these users is sparse. It is mostly unknown why they download an app. Did they hear about it through family and friends (word-of-mouth)? Did they discover it on the App/Play Store? Did they watch a TV ad? Do they know your brand and searched for it? This talk focuses on what is widely regarded as the most important source of organic downloads in the mobile app ecosystem: word-of-mouth. More precisely, it looks into the share of word-of-mouth in organic downloads and the quality of the resulting traffic. Finally, a framework of the drivers of word-of-mouth for mobile apps is sketched.