Staying on Top of Your Game: Engaging and Converting Players in an Evolving Landscape | Alex Gray
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The document discusses trends in player conversion and monetization in mobile games. It summarizes analysis of hundreds of billions of player actions and tens of millions of in-app purchases over three months. Some key points made include: - Half of players who make purchases ("convert") do so nearly 3 days after installing the game, with many converting later, so ongoing messaging is important to keep players engaged. - The average time to first purchase is increasing, with some purchases happening over 68 hours after installing. Continued communication about value and incentives are needed. - Revenue is concentrating in fewer players who make larger purchases. Developers need targeted communication strategies to keep high value players invested.
Staying on Top of Your Game: Engaging and Converting Players in an Evolving Landscape | Alex Gray
- 1. WWW.SWRVE.COM Game Daily Connect |8-28-19
- 2. SWRVE.COM/DEMOSWRVE.COM/DEMO Staying on Top of Your Game: Converting Players in an Evolving Landscape Alex Gray - Vice President of Solutions Consulting
- 3. SWRVE.COM/DEMO | ©2019 Swrve 2 Turning players into payers since 2010
- 4. Our methodology/analysis covers a three month period of player behavior, chosen to minimize the impact of seasonal events ● Hundreds of billions of user actions ● Tens of millions of in-app purchases ● Freemium games only, revenue driven by IAPs only ○ Only IAPs with valid receipts are counted Full report available at Swrve’s booth and on www.swrve.com SWRVE.COM/DEMO | ©2019 Swrve 3 Where are these numbers coming from?
- 5. SWRVE.COM/DEMO | ©2019 Swrve 4 FTUE is exactly as important as you think it is
- 6. SWRVE.COM/DEMO | ©2019 Swrve 5 25% 48% 69h in 40 minutes in 24 hours Avg Time to Convert Fast money $ (except when it isn’t)
- 7. ● Onboarding should change as your game, and player, evolves SWRVE.COM/DEMO | ©2019 Swrve 6 What can developers do with this? ● Onboarding is not just the first session. Half of all users who convert do so nearly 3 days after install, with many converting much later. ○ Regular, relevant messaging (be it push notifications, in-app messages, or any other channel sensible for your game) is critical to keep players engaged.
- 8. SWRVE.COM/DEMO | ©2019 Swrve 7 Time horizons are increasing: Players are taking more time to evaluate a game and make decisions
- 9. SWRVE.COM/DEMO | ©2019 Swrve Time to purchase (over time) 8 First Purchase Second Purchase 100 minutes First Session 14 hours Download
- 10. SWRVE.COM/DEMO | ©2019 Swrve Time to purchase (over time) 9 Download First Session First Purchase Second Purchase 68 hours69 hours
- 11. Continuing the conversation with your players, and the presentation of value of in-app purchases, are critical. For example: ● In-tutorial grants (e.g. give a free consumable item) ● Deepen your connection to players High value-for-money and time dependent SKUs such as battle passes create the right incentives for players to become invested SWRVE.COM/DEMO | ©2019 Swrve 10 Communication is key SWRVE.COM/DEMO | ©2019 Swrve 10
- 12. SWRVE.COM/DEMO | ©2019 Swrve 11 Fewer players contribute more revenue than ever before
- 13. SWRVE.COM/DEMO | ©2019 Swrve 12 16% Players that make a purchase 248% Increase in revenue share of $51+IAPs 72% Purchasers that buy only once Revenue concentrates in fewer players, fewer purchases per user SWRVE.COM/DEMO | ©2019 Swrve 12
- 14. What to do about it? VIP players should be exposed to: ● In-tutorial grants (exposure to mechanics, push notifications, in-app messages, etc. ● Targeting: one-size-fits all communications underperform Continue 1:1 communication and present the value of in-app purchases ● Special packs can effective at creating urgency Stay in constant contact with VIP players and high spenders to ensure they have their needs and desires heard 13SWRVE.COM/DEMO | ©2019 Swrve 13
- 15. SWRVE.COM/DEMO | ©2019 Swrve 14