SOOMLA, an innovator in mobile gaming analytics, today announced its latest Q1 2016 Mobile Gaming Insights report, which illustrates user spending habits by cross-game behaviour, virtual economy model and game genre.
The new report reveals that users who completed an in-app purchase in one game are six times more likely to pay in another game, compared to any random user who hasn’t purchased. Furthermore, the likelihood of a user to pay in a second game increases by up to 40% based on the amount spent in the first game. Over 20 million players from more than 200 countries were included in the study, which is now available publicly on the company website.
The findings emphasize the contribution of cross-game purchase data to the ability to predict paying users, a coveted virtue in an industry where only 2% of consumers spend in games. Furthermore, knowing a user’s in-app purchase history by genres played, dollars spent and virtual items bought empowers game developers to tailor personalized offers at the user’s “comfort zone” price point.
Yaniv Nizan, Co-founder and CEO of SOOMLA, said: “Attracting payers to your game is like finding a needle in a haystack, but when crossing in-app purchase data from thousands of other games, our payer prediction technology reveals which user segments will eventually convert and what they’re likely to buy.”
Key Report Insights:
● Past in-game payers are six times more likely to pay in another game.
● Quick payers (first in-app purchase within 24 hours of install) are nine times more likely to pay in another game.
● Over 40% of users who paid $25 or more in one game, will also pay in another game.
● Holiday season savvy developers achieve an average revenue per paying user (ARPPU) lift in December of 83% above the annual average.
● For each in-game item users purchase with real currency, an average of 18 additional items are purchased with virtual currency.
● 65% of all app revenue comes from “lifetime” goods (e.g. characters, level packs, remove ads), which cost $2.60 USD on average.
● “Single use” goods (e.g. “save me”, ammo, 30-second boost) account for 71% of all in-game purchases.
Solomon Foshko, Manager of Strategic Intelligence at Wargaming Inc., said: “SOOMLA’s latest report provides a greater understanding of key trends in the mobile market and how best we can apply that insight for a competitive advantage within our product portfolio.”
Additionally, the report provides developers with insights on when players are more likely to play and how they play. For instance, daily active users increase as much as 33% over weekends, and this occurs primarily on phones, although sessions on tablets are often longer. Usage patterns differ across game genres as well, with strategy games boasting the highest average session duration of 11 minutes – 2.6 times more than other genres.
SOOMLA enables payer segmentation with its realtime payer prediction system – a programmatic API that detects when a highly likely paying user has just walked into your game. Developers can adapt the game to potential payers from the first session and segment them for targeting and in-game promotions. For big publishers, SOOMLA offers highly targeted payer audiences through its recently introduced Audiences dashboard. Mobile marketers can build custom and lookalike audiences based on SOOMLA’s proprietary dataset and provision their campaigns to reach the best users.