Swrve, a mobile marketing automation company, has announced the results of its 2015 Mobile Monetization Report, which measured data relating to the monetization of free-to-play game players on mobile devices. The report found the majority of free-to-play game revenue remains skewed toward a small group of the most active spenders, with just 0.23 percent of all players accounting for 64 percent of all revenue.
Swrve’s report focused solely on free-to-play titles, and examined 30 days of behavior of all players in over 40 games during January 2015. The report reflects the behavior of over 20 million players.
While a small number of gamers account for the most spending, the 2015 results did show more individual players are making purchases this year, over last. The 2015 report showed 2.3 percent of all players made a purchase with real money, an increase from 1.5 percent in last year’s report. Of those paying customers, 44 percent made a single purchase, while 20 percent made five or more in a single month.
The report showed the typical paying player makes 2.5 purchases per month, at an average purchase price of $8.27. These gamers tend to make purchases very early on after downloading a game, with the average time to first purchase being only 15 hours. That’s down from just under 24 hours in 2014.
Finally, in-app purchase items which cost between $10 to $20 were shown to heavily drive the free-to-play business model. Purchases in this price range accounted for 21.9 percent of purchases during the study, and 38.6 percent of all revenues. This revenue figure is up 22 percent from 2014.
In a statement, Swrve CEO, Christopher Dean, commented on the results:
The numbers are clear: the mobile games space is changing and growing. 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.
The full report is available on Swrve’s website.