Current trends in ARPU in the world
ARPU ( average revenue per user or average revenue per user ) is perhaps one of the most important indicators for understanding the effectiveness of games and the state of the mobile games market in general. This indicator allows you to understand the reason for the success or failure of the game, and is also necessary when launching the game to a new market.
App Annie analyzed the top 30 most profitable mobile games for the iPhone in Japan, China, USA, South Korea, UK:
Source: App Annie. Monetizing Mobile Gamers.
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It can be noted that Japan is the undisputed leader in terms of the average ARPU, more than twice ahead of other countries . It is difficult to understand the specific reason for this phenomenon of the Japanese mobile gaming market. However, you need to pay attention to two things:
1. This success is mostly due to the popularity of RPG games in the country: twenty-two games out of thirty are RPG games.
2. Users in Japan prefer gacha to mechanics, which certainly cannot but affect the level of ARPU.
It is worth noting that the colossal success of one category also influenced the average level of ARPU in the Chinese market. In China, four of the five most profitable games are MMORPGs. Interestingly, all four games are mobile versions of games on the PC:
Of course, brand awareness and nostalgia played an important role here.
No less interesting is the graph showing the growth dynamics of the average monthly ARPU, which is also provided by App Annie .
Source: App Annie. Monetizing Mobile Gamers.
All five countries have stable growth dynamics. The trend in China can not fail to impress. Growth more than 15 times in two years . According to App Annie, this take-off is associated with the development of MMORPG games.
Obviously, the overall growth dynamics is hardly related to the fact that players began to spend more and more money on mobile games and in-game purchases. Since the top games (by revenue) are constantly changing, games with low ARPU give way to those games whose ARPU is much higher, thereby increasing the average ARPU.
The results of the App Annie study confirm the fact that when developing and bringing a game to a new market, you should pay attention to, let's say, the national and categorical features of the market and the average ARPU on it.
Of course, ARPU is only one of the important metrics for evaluating the effectiveness of games, and its high average value by market or category cannot guarantee the financial success of a mobile game, which is well demonstrated by casual games, which with relatively low ARPU achieve impressive financial results.
Despite this, the average ARPU for the market in conjunction with other metrics will help make a decision when choosing a market for your mobile game and evaluate its effectiveness.
App Annie analyzed the top 30 most profitable mobile games for the iPhone in Japan, China, USA, South Korea, UK:
Source: App Annie. Monetizing Mobile Gamers.
')
It can be noted that Japan is the undisputed leader in terms of the average ARPU, more than twice ahead of other countries . It is difficult to understand the specific reason for this phenomenon of the Japanese mobile gaming market. However, you need to pay attention to two things:
1. This success is mostly due to the popularity of RPG games in the country: twenty-two games out of thirty are RPG games.
2. Users in Japan prefer gacha to mechanics, which certainly cannot but affect the level of ARPU.
It is worth noting that the colossal success of one category also influenced the average level of ARPU in the Chinese market. In China, four of the five most profitable games are MMORPGs. Interestingly, all four games are mobile versions of games on the PC:
Of course, brand awareness and nostalgia played an important role here.
No less interesting is the graph showing the growth dynamics of the average monthly ARPU, which is also provided by App Annie .
Source: App Annie. Monetizing Mobile Gamers.
All five countries have stable growth dynamics. The trend in China can not fail to impress. Growth more than 15 times in two years . According to App Annie, this take-off is associated with the development of MMORPG games.
Obviously, the overall growth dynamics is hardly related to the fact that players began to spend more and more money on mobile games and in-game purchases. Since the top games (by revenue) are constantly changing, games with low ARPU give way to those games whose ARPU is much higher, thereby increasing the average ARPU.
The results of the App Annie study confirm the fact that when developing and bringing a game to a new market, you should pay attention to, let's say, the national and categorical features of the market and the average ARPU on it.
Of course, ARPU is only one of the important metrics for evaluating the effectiveness of games, and its high average value by market or category cannot guarantee the financial success of a mobile game, which is well demonstrated by casual games, which with relatively low ARPU achieve impressive financial results.
Despite this, the average ARPU for the market in conjunction with other metrics will help make a decision when choosing a market for your mobile game and evaluate its effectiveness.
Source: https://habr.com/ru/post/313008/
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