How many players pay in free-to-play, which IAPs are the most popular, and which ones bring the most money — this and not only was shared by Swrve in its latest research. About the most important of it, — we tell on the pages App2Top.ru .
As the company found out, only 1.9% of all users make purchases. At least, this was the case in February 2016, when Swrve conducted monitoring. This is slightly more than it was in January 2014, when the company carried out a similar study. Then the number of payers was 1.5%. But the percentage still remains very small. Most of the players still do not bring money to gaming companies.
On average, paying players spend $24.66 per month on the game. Two years ago, the amount was less, but only slightly — $22. The average number of payments per month is 1.8, and the average check is $13.82.
The graph below shows the segmentation of players by the number of purchases per month. It is clearly seen that the absolute majority of paying players — 64% — make only one purchase per month. In 2014, there were significantly fewer of them — 49%. But the number of those who made five or more purchases decreased from 13% to 7% this year.
Number of purchases per month
The most popular payments are the smallest — in the range between $0 and $5.
They account for 39% of the total number of payments. However, they are responsible for only 14.5% of the money. For comparison, two years ago they had 27% of the total income from all payments. Not the most popular payments — from $50 — are responsible for 18% of income. Previously, they had only 11%.
Segmentation of payments: blue columns – % of total income, orange — % from the number of purchases
A group of only 10% of the total paying audience is responsible for 48% of revenue.
A year ago — in February 2015 — the ratio was different. The top 10% paying users were responsible for almost 60% of the revenue.
Of the payments made within the first 14 days of the game, 59% are made on the first day. Most of the latter are done even faster — in the first 14 hours.
Segmentation of % of purchases by the first 14 days
Most of the revenue received from the first 14 days of users in the game also falls on the first day — 55.5%.
From the fifth to the fourteenth day, the game earns users “only” 22% of the total amount for the first two weeks of the game.
Revenue segmentation by the first 14 days
Those who have made a purchase are more likely to continue spending in the game.
56% of paying players made a second purchase after the first one. 11% of players who made one purchase in the first 14 days of the game, then made five or more purchases during the same period.
The data that formed the basis of the research on the monetization of shareware games were collected by the company from more than ten million users playing 200 titles integrated with the Swrve marketing engine.
A source: Swrve