As developers and publishers, we all know the importance of implementing successful monetisation strategies, in order to do great things with your game. Without monetisation, your game will inevitably have a short shelf life. In a recent interview with GamesBeat, Hugh Reynolds, Swrve chief strategy officer, and Christopher Dean, CEO of Swrve, revealed that just 0.13% of all players make up more than 62% of all mobile game revenue. This is a confronting figure for all developers and really hones in on the fact that you must be monetising at every turn, to ensure that you capture this minuscule number of players for successful monetisation of your new app.
Source: blog.compete.com
“These findings stress once again just how important it is to consider retention and conversion — rather than simply acquisition — when it comes to building a successful mobile business,” said Dean. “With such a significant percentage of revenues coming from a small base, it is essential to both attempt to increase that number with smart in-game campaigns but also identify your most important players and personalize their experience.”
The mobile gaming world is an ever changing one, and monetisation within this sector is no different. What’s on trend is always shifting and what might be making you money one day, could be failing the next. When it comes to monetisation, it’s important to stay on the pulse, as Dean suggests a strategy below that is currently thriving in the marketplace.
Christopher Dean stressed the importance of knowing what’s working in the market, saying, “One interesting finding was the growth in ‘mid-tier’ SKUs [stock-keeping units]. The data suggest that users are more willing than ever before to make relatively significant one-off in-app purchases in mobile and that developers should start to consider this type of purchase as core to their business.”
Considering both iOS and Android models, the mobile gaming market is an incredibly competitive one and in closing Reynolds, Chief Strategy Officer at Swrve, says, “You have to identify the people who generate revenues, understand those people, build a relationship with them, and give them the marketing campaigns and user experience that they expect.”
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