Infographic: "whales" are responsible for 70% of in-game purchases

Tapjoy has classified users of shareware games by how much they spend in the game. And also by behavior. The company systematized the data obtained using infographics.

The author of the image is RHADS
Only 1 person out of 20 pays, according to Tapjoy.

Among the paying players, the company ‘s experts identified 3 categories: “whales”, “dolphins” and “minnows”. “Whales” are the ones who spend the most. These users are responsible for 59% of total revenue and 70% of in-game purchases. On average, the “whale” spends $335 a month, and makes purchases 7.4 times over the same period.

“Dolphins” are those who spend less than “whales”, but more than the most reluctant paying users, or “minnows”. Dolphins make an average of 1.75 purchases per month with an ARPPU of $17.94.

Both the Dolphins and the minnows have an average stay in the game of 33 days. For comparison, the “whales” spend about 40 days in the game.

According to the gaming behavior, Tapjoy divided the players into three categories: fans of promotions, ready to leave and new players.

Fans of promotions, as the name implies, are those who respond well to special offers and rewarded advertising. These users bring up to 16% of the total revenue to the game.

Ready to leave – those players who do not spend money and do not respond to rewarded advertising either. These players are 11% likely to leave the game on the first day. By day 10, the probability increases to 53%, and by day 30 – to 97%. In other words, if the player has not spent anything and has not watched the video for an extra life, then he will not stay for long.

The third category is new players. These are the ones who just installed the game and have not yet shown themselves in any way. Tapjoy experts found out that it takes an average of 3.7 days for fans of promotions to watch the first rewarded video. And the paying player makes a purchase within 16.3 days.

Note that there are studies that confirm these data, and there are those that refute. So, the Chartboost resource published an article saying that many paying users spend money on the first day. At the same time, GameAnalytics specialists conducted a study according to which users need from 8 to 18 days to decide on their first purchase.

Source: Tapjoy