Mistplay: Paying Users in Mobile Games in 2024
Who pays; how they pay; what motivates them - all of this is covered in a new report.
General Behavioral Patterns
39% of all paying users make purchases only in one game. Half spend in 2-3 games.
37% of all paying users, on average, make 1-2 purchases per month.
41% of the most valuable paying users plan to reduce their spending on games in 2024.
The most valuable payers, on average, make significantly more purchases than regular paying users.
Acquisition of Paying Users
20% of paying users pay attention to advertising only when they are looking for a new project. However, it seems that users still actively engage with ads.
On average, 36% of paying users need to see ads for several days to install a new game. For 22%, it will take weeks; for 13%, a month or more.
Interesting gameplay is the main reason why a paying user will try a new project.
Facebook, YouTube, TikTok, and Instagram are the main social networks where paying users learn about new games.
80% of paying players cited relaxation as the main motivator for playing.
73% of paying users installed at least one game through a referral program last year.
Behaviour of Paying Players
79% of mobile players make their first purchase within the first month.
Only 8% of paying users buy goods whenever they want. 33% wait for discounts; 25% make purchases only if they can't progress further in the game.
The main motivators for making purchases are progression (54%) and personal enjoyment (44%).
Personalized offers increase spending for 40% of paying users.
Engagement of Paying Users
In-game promos (39%); email (25%); and social media (18%) are the main channels for notifying players about promotions.
Approximately 60% of the highest-paying users noted that they would like to receive some additional rewards for their spending. They are interested in some loyalty program.
27% of paying users noted that purchases negatively affected their gaming experience. However, for most, the experience is positive.
The main factors for paying users leaving the game are pay-to-win mechanics, abundance of bugs and technical issues, lack of progress, and excessive advertising.
Future of Spending in Mobile Games
32% of paying users plan to spend less money in 2024. 5% plan to spend more; 35% do not plan to change their habits. The rest have not yet decided.
Mistplay identifies three main types of paying players in mobile games - casual; midcore, and casino players.
Portrait of a Casual Paying Player
81% of such users are women. 16% are men. 3% are non-binary individuals.
37% are between the ages of 35 and 44; 24% are between 45 and 54 years old.
67% are employed; 30% are unemployed; 3% are students.
51% of these players spend money in 2-3 games. 38% spend only in one game. 37% make purchases 1-2 times a month; 31% once every few months. 17% - 3-6 times a month.
The first purchase for 77% of these players is made in the first month. 34% - within the first week; 17% - within the first couple of days; 4% - on the first day.
❗️Each subsequent cohort includes the previous one. That is, the percentage of those who buy within the first month includes those who buy on the first day.
The main motivators for these players to get acquainted with a new game are relevant gameplay (73%); interesting visuals (32%); unwillingness to continue playing the current game (27%).
The main motivator for spending is personalized offers (42%); holiday discounts (40%); and limited-time offers (34%).
The most effective promotion channels are in-game promos (42%); email (23%); social media (17%); push notifications (16%).
In 2024, 28% of such players plan to spend less on games. 17% plan to make purchases less frequently. 20% plan to make more purchases during discounts.
Portrait of a Midсore Paying Player
61% of such players are men; 36% are women; 3% are non-binary individuals.
36% of these users are aged 35-44; 29% are aged 25-34; 21% are aged 45-54.
69% are employed; 27% are unemployed; 4% are students.
49% of these users play 2-3 games per month; 40% play only one game. 34% make a purchase once every few months; the same percentage makes 1-2 purchases a month. 18% make purchases 3-6 times a month; 11% - more than 6 times a month.
81% of mid-core users make their first purchase within the first month. 7% only need 1 day for this.
The main motivators for this category to install a new game are relevant gameplay (74%); interesting visuals (40%); positive reviews and ratings (27%).
The main motivators for purchase are personalized offers (45%); holiday discounts (43%); limited-time offers (41%).
The main promotion channels are in-game promos (38%); email (28%); social media (21%); and push notifications (20%).
In 2024, 29% of users in this category plan to spend less. 18% plan to make purchases less frequently. And 26% plan to make more purchases during discounts.
Portrait of a Casino Player
71% are women; 22% are men; 1% are non-binary individuals.
41% of this category are aged 35-44; 23% are aged 45-54. 63% are employed; 34% are unemployed; 3% are students.
55% play 2-3 games per month; 26% play only 1 game.
31% make 1-2 purchases per month; 24% - less than 1 purchase per month; 23% - 3-6 purchases per month.
81% make their first payment within the first month.
These users are motivated to change games by relevant gameplay (70%); visuals (33%); unwillingness to continue in the current game (27%).
42% are motivated to purchase by personalized offers; 40% - holiday discounts; 34% - limited-time offers.
The most effective notification channels for this audience are in-game promos (37%); email (36%); push notifications (21%); social media (21%).
In 2024, 27% of this audience plans to spend less on games. 18% plan to buy less frequently. And 21% plan to redistribute their spending to discount seasons.