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Monetization report lifts the lid on player spend patterns on mobile games
SAN FRANCISCO, Feb. 26, 2014 /PRNewswire/ --Swrve, the leader in relationship marketing for mobile apps, today announced the results of its first-ever Mobile Games Monetization Report. The report, which will be released on a monthly basis, reveals exactly where and how freemium games earn revenue from players.
Findings from this report indicate that an extremely small portion of players, just 0.15%, account for 50% of monthly revenue from in-game purchases. This means that the vast majority of players deliver no revenue and reiterates the importance of acquiring and retaining users that fall into the "high spender" category.
Key Report Findings:
"What's interesting is that while many consider that the freemium model to be successful, there is still surprisingly little data relating to exactly how consumers interact with freemium games," said Hugh Reynolds, CEO of 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."
Consistent with other industries, this report shows that in mobile games, a small number of customers deliver a significant percentage of revenue. Data from this report, also indicates that companies should ask themselves if they understand who the specific customers are that are contributing to the highest percentage of revenue and if they have amended their acquisition strategy accordingly to retain users.
The report was restricted to freemium games and examines revenue delivered via in-app purchases that took place across the Swrve network. The report was restricted to a single month of data, January 2014, and Swrve surveyed user data from ten's of millions of people to identify the results.
Swrve is the world's first in-app marketing platform. Swrve enables product and monetization managers to deliver outstanding, personalized, user experiences and ultra-targeted marketing campaigns. That in turn means maximized retention, conversion and in-app revenues. Swrve is used by some of the world's leading app and game developers, lives in some of the world's most successful apps and handles over 2 billion events a day. Our customers use Swrve to go beyond 'dumb analytics', instead optimizing using a 'test and target' philosophy that brings real data to the challenge of producing world-beating apps.
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