Mobile Gamer Profile: MyTracker Research

The team of the myTracker analytic platform, developed by Mail.ru Group, investigated the behavior and habits of paying mobile gamers in Russia. Experts drew up a portrait of a gamer and revealed the connection between GDP and ROI of game projects in different countries. The study is based on data from 92 gaming applications.

Millennials are the core of the audience and are more willing to pay in games than others. However, older users pay more.

The proportion of people who after installing the game begin to use paid options is highest among the audience aged 25–34 years.



Users in the most active age group (25 to 44 years old) provide almost three quarters (73%) of the income from in-app purchases in mobile games.



The maximum average ARPU income per user of the game (both paying and not paying) is brought by people from 35 to 44 years old. At the same time, the highest average income per user (ARPPU) is provided by gamers aged 45 to 64 years.



Men play more often and are better converted into paying users, but paying women are not inferior to men in terms of in-game spending.

Men install game applications 2.6 times more often and bring game developers 5.5 times more revenue than women.

The average revenue per user (ARPU), which provides a male audience, is 2 times higher than the ARPU of a female audience. However, the average income per paying user (ARPPU) for women and men is almost the same.



Women pay more readily than men in only three game genres: Time Management (farm simulators, Diner Dash, etc.), Three in a Row, and also in MMORPG.



Gamers 25–44 years old most often pay in platform games, MOBA, Build & Battle games. Teenagers prefer to pay in MMORPG and in games of the Time Management genre; students prefer to shooters and platformers. In the segment of 65 years or more, people are most likely to pay in crosswords, sudoku, quizzes and in games “Three in a row”.



Men pay more actively in the afternoon, and women in the evening.

Most often, Russian users pay after 18 hours, the peak is at 21 hours. Most actively in the evening, women pay. Another peak of payments is at lunchtime, around noon.



The most profitable days for gaming applications are Friday and Saturday: they receive an average of 7% more payments than other days. Less often, gamers pay on Monday.

The higher the income, the greater the in-game spending.

Owners of iPhone - especially the latest models - on average pay significantly more in games than owners of Android devices.



The higher the average salary in the region, the more generous the users. The top 3 regions in terms of average income per player include Kamchatka Krai, Moscow and Leningrad Oblast.

If we consider the distribution by country, the Norwegians, Swiss, Swedes, Americans, Danes and Australians spend most on mobile games on average. Gamers from Vietnam, Indonesia, India, Brazil, and from the Philippines are most modest spending.

The costs of attracting residents of Switzerland, Italy, Finland, Denmark and the Arab countries, as a rule, more than justify themselves. Russians are also very positive about successful marketing. But to attract a gamer from Japan, Vietnam or China to a mobile game and get profit can be difficult. MyTracker



platformIt offers accurate and automatic tracking of total revenue (including in-app purchases, subscriptions and advertising revenue), convenient calculation of CPI, ROI and LTV, predictive analytics and much more. MyTracker data allows you to increase the number of paying users, find your audience and radically reduce advertising costs.

Source: https://habr.com/ru/post/undefined/