An Israeli mobile game analytics firm has dived deeply into in-game payments and has issued a report on what makes pinball wizards pay. (OK, if you really don’t know that reference, here it is.)
The report from Soomla notes that average revenue per daily active user (ARPDAU) “is as low as 9¢, but it varies drastically across genres, with board and racing games averaging to 28-32¢. However, adventure, arcade, role playing and educational games generate less than 3¢ in ARPDAU.”
It also finds that “users are more active on weekends, with Saturday being the strongest day,” although that’s not much of a surprise. What is much more interesting is how rapidly users are willing to pay in a second game once they have paid in the first. Logically, that makes sense, in that someone who has already shown a willingness to buy will probably buy again.
But what is unexpected is how rapidly those figures are climbing. About “13 percent of the users who paid in one game will also pay in their second game. This is four times more than the general conversion rate of 3.25 percent (that) we showed in our previous report and 6 times more than the conversion rates stated in other industry reports.” That is an impressive jump.
And a note about the speed of paying was intriguing: “Quick payers—users who made their first purchase less than 24 hours from the first time they opened the game—are even more likely to pay. (About) 18 percent of the quick payers paid in a second game. The probability rises even more for recent users: 24 percent of the users who started playing a second game within 30 days of their last purchase in the first game will also pay in the second game. The probability to pay also increases with the amount spent in the first game. Over 40 percent of the users who paid $25 or more in one game will also pay in another game. No doubt that the amount a user is paying affects the likelihood of him / her paying again. The odds go up as the spend increases, but there’s a cap at $30+.”
For those gamers who hate ads and willing to cough up cash to make them go away, the stats showed that “while only 1.1 percent of the purchases (go to ‘remove ads’ buys), when given the option, 56 percent of the payers buy it.”