Sensor Tower on revenue increases in mobile games following Battle Pass/Season Pass implementation

A new analysis on the Sensor Tower blog delves into a few successful implementations of a Battle Pass/Season Pass in mobile games. The latest post looks at Clash of Clans, Clash of Clans, Hay Day and Lords Mobile.

The latter doubled its revenue month-over-month in January 2021 after developer IGG introduced the game’s new Season Pass, dubbed Kingdom Labors.

Here are the main takeaways:

• Lords Mobile player spending doubled in January 2021 to $90 million following the introduction of Kingdom Labors.
• The new Season Pass helped spur on Lords Mobile past $2 billion in lifetime revenue.
• Hay Day from Supercell introduced a Farm Pass in December 2020, which saw player spending increase by 62% to approximately $14 million month-over-month.
• The introduction of Professor’s Experiments and a Gold Pass in November 2019 saw Township’s revenue increase to $29.8 million for the month – its best month ever at the time. Each subsequent season has led to a surge in revenue.
• Supercell’s Clash of Clans saw player spending increase by 58 percent month-over-month in April 2019 to $66.8 million following the launch of its Season Challenges and Gold Pass. While player spending declined in 2020, it remains above 2018 levels.