Engagement and monetization are two key aspects of the success of a mobile game. But how are both interrelated? Bouncing off some remarks in the Q&A of EA’s quarterly report, I discuss different ways to (potentially) make sense of all this.
Some of your payers will churn after spending for the first time in your game. And payers converting on install day are those who churn the most.
This post tries to make sense of this, and further suggests how you can leverage this to understand conversion and monetization better, and design your monetization strategy accordingly.
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.
A quick way to go back in time and see how your times to convert changed as your title ages. This illustrates why you should stay away from average times when considering behaviors in your game.
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.