The document discusses trends in player conversion and monetization in mobile games. It summarizes analysis of hundreds of billions of player actions and tens of millions of in-app purchases over three months. Some key points made include: - Half of players who make purchases ("convert") do so nearly 3 days after installing the game, with many converting later, so ongoing messaging is important to keep players engaged. - The average time to first purchase is increasing, with some purchases happening over 68 hours after installing. Continued communication about value and incentives are needed. - Revenue is concentrating in fewer players who make larger purchases. Developers need targeted communication strategies to keep high value players invested.

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Game Daily Connect |8-28-19

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Staying on Top of Your Game:
Converting Players in an Evolving Landscape
Alex Gray - Vice President of Solutions Consulting

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Turning players into payers since 2010

4. Our methodology/analysis covers a three month period of player
behavior, chosen to minimize the impact of seasonal events
● Hundreds of billions of user actions
● Tens of millions of in-app purchases
● Freemium games only, revenue driven by IAPs only
○ Only IAPs with valid receipts are counted
Full report available at Swrve’s booth and on www.swrve.com
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Where are these numbers coming from?

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FTUE is exactly as important
as you think it is

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25% 48% 69h
in 40 minutes in 24 hours
Avg Time to
Convert
Fast money
$
(except when it isn’t)

7. ● Onboarding should change as your
game, and player, evolves
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What can developers do with this?
● Onboarding is not just the first session.
Half of all users who convert do so nearly
3 days after install, with many converting
much later.
○ Regular, relevant messaging (be it
push notifications, in-app messages,
or any other channel sensible for
your game) is critical to keep players
engaged.

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Time horizons are increasing:
Players are taking more time to evaluate a
game and make decisions

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Time to purchase (over time)
8
First
Purchase
Second
Purchase
100 minutes
First Session
14 hours
Download

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Time to purchase (over time)
9
Download
First Session
First
Purchase
Second
Purchase
68 hours69 hours

11. Continuing the conversation with your players,
and the presentation of value of in-app
purchases, are critical. For example:
● In-tutorial grants (e.g. give a free
consumable item)
● Deepen your connection to players
High value-for-money and time dependent SKUs
such as battle passes create the right incentives
for players to become invested
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Communication is key
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Fewer players contribute
more revenue than ever
before

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16%
Players that
make a
purchase
248%
Increase in
revenue share
of $51+IAPs
72%
Purchasers that
buy only once
Revenue concentrates in fewer players,
fewer purchases per user
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14. What to do about it?
VIP players should be exposed to:
● In-tutorial grants (exposure to mechanics, push notifications, in-app
messages, etc.
● Targeting: one-size-fits all communications underperform
Continue 1:1 communication and present the value of in-app purchases
● Special packs can effective at creating urgency
Stay in constant contact with VIP players and high spenders to ensure they
have their needs and desires heard
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