Research on mobile games and monetization
In this section I discuss some behavior patterns common to most mobiles, and elaborate on some KPIs I’ve found useful to observe and analyze game performance. All graphs and numbers displayed here are for illustration purposes only, and are not actual numbers of any specific title.
Generally, users who convert on install day will be your highest paying customers. This post argues that your best payers don’t convert to be stronger, win more or progress faster. I also suggest ways to design your day 0 monetization with that in mind.
Looking at conversion from the perspective of time since install provides key insights into general conversion patterns. Very consistenly your paying users are converting soon after install. And if you look at average time to convert the data you are seeing might be misleading.
When you are in soft launch, you will be looking at multiple KPIs. But should you be looking at day 1, day30, day90? This post suggests a way to help you decide.
This post considers different ways to look at your active userbase. In particular, looking at how much your active userbase has spent in your game – what your active userbase is worth – can help you identify important changes in your game and think differently about the way your game monetizes.
Looking at how many customers (i.e. active useres who have paid at some point in the past) are in your game – and what % of your active users are customers – is crucial to understand your userbase and define a Live Ops strategy.
This post discusses different ways to consider your active users and payers.
The previous post (you can find it here) discussed why redeposit rate is an important KPI and suggested 3 different ways to look at redeposit
Alexandre Macmillan 