Most people choose to play mobile games because they are free. While games often offer optional purchases, many players opt out and prefer to access certain features in the free, less-convenient manner. As such, there are only a few players that actually spend money on mobile games, and their purchases account for most of the market.
According to mobile app expert Swrve, less than 1% of mobile gamers contribute 50% of the monthly earnings from in-game purchases. Only 0.15% spend the majority of money on purchases in mobile games. These include extra lives, bonus features, extra content and other items that are not included in the base game. The mobile for mobile gaming usually requires players to spend money for extra.
So, if a player runs out of lives, they have the option of waiting 1 hour for each addition life or they can purchase more lives instantly. Most players would prefer to wait for the lives, but some have no problem gambling the money on in-game purchases. 49% of players who make mobile game purchases only make one per month. 13% of players make five or more.
Of the players who do make in-game purchases in social games, 53% will make another purchase within the next two weeks. 47% choose not to. The player’s first few hours playing the game are crucial. Most purchases are made within the player’s first 24 hours of downloading a game with over 60% of revenue being accrued during this time. 13.7% of plays will make at least four purchases in the 14 days following their download.
This study is the first of its kind. It provide unique insight into this market, and we hope to see more reports from Swrve. “With access of ten’s of millions of players, we have aggregated data from across our system to finally lift the lid on what goes on after install – and where the money is made, says” Hugh Reynolds, CEO of Swrve.
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