Almost 48% of the total income of mobile games bring only 0.19% of players

For developers of mobile games with in-app purchases, attracting a solvent audience is one of the main goals. According to analysts of the marketing company Swrve, 48% of total income accounted for only 0.19%.

The number of players who make purchases at least once a month increased to 64% against 49% last year. Not only the number of paying users increased, but also the average purchase check - from $ 3 to $ 24.66 for each player. In the market, mobile games continue to become more and more popular, but in part this is the merit of active marketing, which uses push-messages, actively buys advertising on various sources and uses other methods.
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The shareware (Freemium) distribution of games and content still remains one of the most popular games for monetization. But for its successful integration, it is important to correctly understand the methods of interaction with the audience and constantly look for new ways to attract users.



From the interesting facts of the Swrve study:

• 1.9% of the total number of players paid for any content in February;
• Of the 64% paying users, only 6.5% make five or more purchases;
• The average purchase check rose to $ 24.33;
• The average player makes 1.8 purchases with a price tag of $ 13.82 each;
• The price of about 2.5% of purchases is $ 50 and they account for 17% of the profits.

“The main thing is to continue selling after installing the application. It is a mistake to assume that the users who installed the applications and managed to pay you a certain amount for the attraction have already “bought” your game.

You need to keep reminding players about why they downloaded and continue to play your game, ”said Tom Farell, vice president of marketing for Swrve.

It is an active, but not annoying, subsequent monetization that increases the chance of attracting “whales” - users who can spend tens of thousands of dollars on a game per month. Given a small proportion of solvent customers, such users are the most desirable for developers.