Games such as Clash of Clans, Candy Crush Saga and Game of War have been at the top of the box office charts for months. It may seem that their indicators do not change. However, this is not the case, according to the analytical firm Return Path.
The company analyzed user behavior in these projects and found a pattern: in all three games, the number of IAPs decreased.
In the period from January to March 2015, the volume of microtransactions in the Clash of Clans game fell by 27%, the number of paying players decreased by 12%. In Candy Crush Saga, the number of IAPs decreased by 30%, paying players decreased by 15%. For Game of War, these numbers have also dropped significantly.
At the same time, on average, players began to spend more on microtransactions.
In Game of War, for example, the amount a user usually spends on IAP has increased from $67.28 to $81.10. For active players, these numbers are much higher. The analytical firm Return Path recorded that for a period of three months, the average spending among the “whales” increased to $511.76.
Candy Crush and Clash of Clans have a similar picture. The average IAP amount has increased, but not as significantly as in Game of War. Therefore, the revenue from games in the first quarter of 2015 still fell. For Clash of Clans – by 3% compared to the 4th quarter of 2014, for Candy Crush – by 10%.
The dynamics, according to the company, is explained by the fact that the games have entered the “maturity” phase. The audience is getting smaller, but they are monetizing it more and more harshly.
A source: http://www.pocketgamer.biz
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