DataLead: the main traffic competitor of mobile games is dating services

About the average age of the Russian mobile gamer, the share of role-playing game fans among women and local traffic prices on myTarget and Facebook, – App2Top.ru told the marketing company DataLead.

As part of the analysis of the statistics obtained over the summer period, we made a number of interesting discoveries.

1.
The Russian mobile gamer is growing up: mobile games are increasingly preferred by people aged 36 to 50 years (in 2014, their number was 27%).

For example, most often in-app purchases are made by players aged 25 to 38 years on Android, and from 30 to 45 years on iOS.

2.
The number of women playing mobile games is also growing: the largest percentage of the female audience falls on casual games, such as Gummy Drop!

(as much as 76%) [in Russia, the game is known as “Candy!”, its publisher is Big Fish Games, – approx.editorial offices].

Interestingly, over the past year, the number of fans of hardcore games and shooters has also increased: their coefficient has approached 34% of the total playing mass.

3. 
Russian women are 35% more likely to make in-app purchases than men.

It is worth noting that this is a global trend, and Russia does not break out of the general trend.

4.
At the end of the summer, the average bid for the purchase of traffic for games on the myTarget platform increased by almost 40% and reached $ 1.5 for Android and $ 2 for iOS.

This is due to the fact that a large number of dating services have entered our market: the audience coverage for such applications is also quite wide (men / women 25-35 years old), but they download them more often for certain reasons. Thus, gaming applications are fighting with dating services for the same target audience, so the average bid for games is growing.

5.
There are a lot of game ads running on Facebook right now.

The CPI for the purchase of Russian traffic on this advertising platform is significantly higher than in myTarget: the average rate for iOS is $ 3, for Android – $ 2.5. At the same time, Facebook wins in terms of the number of conversions to purchases and ARPU: both indicators are almost 30% higher compared to myTarget.

You can learn more about the possibilities of purchasing on Facebook at the speech of our VP Evgeny Marchenkov at the White Nights Moscow 2015 conference. He is just going to share a couple of tips and talk about our purchasing experience on both platforms. So see you on October 13 at 19 o’clock in the blue hall!