Gamasutra is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.


Gamasutra: The Art & Business of Making Gamesspacer
View All     RSS
June 17, 2019
arrowPress Releases








If you enjoy reading this site, you might also want to check out these UBM Tech sites:


Just 1.9 percent of mobile players make a purchase, says new report

Just 1.9 percent of mobile players make a purchase, says new report

March 23, 2016 | By Christian Nutt




Mobile analytics and marketing firm Swrve has released a new report of mobile game in-app purchases during February 2016. The data once again confirms the low monetization rates of free-to-play mobile players: during the month, 1.9 percent of players made in-app purchases.

This data was culled from "tens of millions of users and their associated monetization events" over the course of the month. Although Swrve didn't provide information on what games were sampled, it works with partners like EA, Zynga, and Warner Bros.

The average value of an in-app purchase was $13.82 -- a pretty large number, which goes some way to explaining how value is driven in the F2P mobile market despite the low conversion. The report notes that while 64 percent of players only make one purchase, 56 percent of players who convert to payers go on to make a second purchase. 

Fewer purchases were made as compared to the last time Swrve sampled this data (in 2014) but the report suggests that developers may simply be packaging IAPs in more attractive ways (in other words, users only have to make one more valuable purchase to get what they want.)

The report notably excludes all revenue from other sources, such as advertising or premium titles, and focuses only on IAPs.

You can download it for free here; we've extracted an interesting chart breaking down purchase prices below.



Related Jobs

Deep Silver Volition
Deep Silver Volition — Champaign, Illinois, United States
[06.17.19]

Technical Artist - Cinematics
Insomniac Games
Insomniac Games — Burbank, California, United States
[06.17.19]

Open-World Designer
Sweetvine Systems
Sweetvine Systems — Santa Clara, California, United States
[06.17.19]

Art Manager
Insomniac Games
Insomniac Games — Burbank, California, United States
[06.17.19]

Lead Character TD









Loading Comments

loader image