How do Russian residents behave in mobile games, how much they pay and what kind of conversion they show, — the analytical service myTracker recently told.
Methodology
The data for the study was collected from 92 gaming applications. However, the work does not report what audience they cover. Most likely, the information was collected, among other things, on MY.GAMES products (Hustle Castle, War Robots and others), whose installation base in Russia is more than 50 million.
Conversion to paying
The largest conversion from installations to payments is shown by the audience of 25-34 years (more than 5%). At the same time, it is expected that payments of older players (we are talking primarily about gamers 35-44 years old) are higher.
Role in LT revenue
The age group of 25-44 years accounts for 73% of all gaming revenue in Russia. If you look at the breakdown by all groups, “millennials” dominate again. This myTracker group includes those who were born between 1986 and 1995.
ARPU and ARPPU in the country
The average values of these indicators for all age groups are not given. It is only noted that players aged 35-44 have the highest ARPU (about 170 rubles or $2.6). At the same time, the peak ARPPU in the country (about 5000 rubles or $ 79) shows an audience of 45-54 years old.
The dependence of metrics on the gender of players and genre preferences
myTarget analysts found that according to indicators such as ARPU and conversion to a paying player, women show twice the worst result than men. They generally bring 5.5 times more money to game developers than women. But there is a nuance: according to ARPPU, both women and men do not differ significantly.
This situation (low conversion of women, and consequently, their smaller number among those paying with comparable spending per person) may indicate that marketers work worse with a female audience than with a male one.
The study also provides a graph of conversion of installations into payments by genre. It shows that women outperform men in terms of conversion only in three genres: MMORPG, time managers and match-3. Although the most curious thing here is different: the peak conversion is shown by turn-based role—playing games – about 9%.
This genre is most popular among the 25-44-year-old paying audience. Important: it cannot be called mass relative to other genres. For example, platformers are more popular among paying users aged 24-34 (it is unclear which mobile games myTracker refers to them, but most likely we are talking about runners) and projects in the Build & Battle genre (probably we are talking about games in the spirit of Clash of Clans).
The dynamics of making payments during the day and week
The main part of payments in Russia is made between 20 and 23 hours. The peak is at 21 o’clock. There is also a slight peak at lunchtime, between noon and one o’clock in the afternoon.
The most profitable days for game developers are Friday and Saturday. They make 7% more payments than on other days of the week. It is better not to hold promotions on Monday: payments are made less often on this day.
The relationship between the price of a smartphone, affluence and the size of an ARPU
myTracker analysts note that there is a direct relationship between the cost of the device and the amount of average payments. ARPU among owners of an iPhone worth 70 thousand rubles (about $ 1100) reaches 300 rubles (about $4.7). ARPU owners of top Android for 30 thousand rubles ($ 476) less — 250 rubles ($3.9).
A similar relationship is observed between the average salary in the region and the generosity of the audience. The places with the highest ARPU are called Kamchatka Krai, Moscow and Leningrad Regions (cities were probably taken into account here).
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