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BizReport : Research : April 09, 2015


Two-thirds of game revenues generated by 0.23% of players

A minute number of players account for nearly two-thirds of all free-to-play mobile game revenues, according to new research released by mobile marketing automation company Swrve.

by Helen Leggatt

Swrve's latest industry data relating to the monetization of free-to-play games, based on real user data covering 10s of millions of mobile gamers, reveals that just 0.23% of all players account for 64% of all revenue.

In January of this year, 2.3% of players made real in-game purchases, up 1.5% YoY. Average monthly spend also rose, up from $22 in January 2014 to $29.17 in January 2015. Furthermore, the average time to first purchase is only 15 hours, down from just under 24 hours in 2014 - making it clear that successful titles incentivize early spend.

"The numbers are clear: the mobile games space is changing and growing," said Christopher Dean, Swrve CEO. "Although still reliant on a relatively small but growing number of players, there is a clear trend towards a broader payer base, and a more sophisticated approach to driving revenues. We're leaving the 'acquisition phase' of mobile, as developers realize that success is determined by what happens after the install."






Image via Shutterstock

Tags: games, gaming, industry data, mobile








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