mobile monetization strategies in a free to play world

info@@scientificrevenue.com Pricing Without Compromise

Mobile Monetization Strategies for a Free to Play World

June 28, 2016


We Recently Did a Study

http://www.scientificrevenue.com/iap-survey/


Most Developers Use IAPs

Most of our respondents use IAPs


But … Pricing Itself is Somewhat Neglected


Sometimes Very Neglected


This Talk is about Conversion

They only gave me 20 minutes!


Global Survey: PLAYERS do not match PAYERS

PAYERS:Low purchase rate

PLAYERS:Lots of global traffic


Countries versus Percentage of Users


Countries versus Percentage of Transactions


Important Fact: People Who Buy Stick Around

• Random game from the ones we manage:

• D7 Retention of D{1-3} purchasers: 39%

• D7 Retention of non-purchasers: 21%

• Another random game from the ones we manage:

• D7 Retention of D{1-3} purchasers: 43%

• D7 Retention of non-purchasers: 16%

• In general the pattern holds:

• People who buy, retain at about a 2X rate


If You Sell IAP and Show Ads, That Means

When people buy … they stay around

Which means … you get to show more ads

It’s a DOUBLE-DIP


Note Also That People Who Buy Also Buy Again

• (Same) Random game:

• Second Purchase Rate: 36%

• (Same second) random game:

• Second Purchase Rate: 29%

• In general the pattern holds:

• Most games have a 20% to 60% second purchase rate


If You Sell IAP and Show Ads, That Means

When people buy …

You get to show more ads ...

And you get a second purchase

That’s the legendary TRIPLE-DIP


Moral: Adapt Prices to Increase Conversion (*)

(*) Or have our amazing dynamic pricing engine do it for you. [email protected]


Thank You

William [email protected]

[email protected]

mailto:[email protected]

mobile monetization strategies in a free to play world

Data & Analytics