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GAME OF WAR’S PAYING PLAYERS SPENT AN AVERAGE OF $550 ON ITS IN-APP PURCHASES IN
2015

Jeff Grubb@jeffgrubb
April 1, 2016 2:00 PM
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Kate Upton in Game of War: Fire Age commercial.
Image Credit: Machine Zone

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Game of War players are spending a ton of money, but traditional console gamers
still spend more than their mobile counterparts.

The average paying player on mobile spends $86.50 per year on in-app purchases,
according to research firm Slice Intelligence. That’s right behind the $91.58
average revenue per paying user (ARPPU) for consoles. That’s a difference of a
measly $5, and it explains why developers are aggressively pursuing the
smartphone and tablet market. Additionally, certain games have shown that
dedicated players will spend way more than that average. Game of War: Fire Age
from developer Machine Zone draws an average of $549.69 per paying user. That’s
more than any other mobile game, and that’s enough to make the game one of the
top-grossing apps in the $34.8 billion gaming business on iOS and Android.

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A $550 annual average is insane, but Machine Zone has definitely mastered
certain aspects of getting people with a lot of money to part with huge chunks
of it. A big part of this, as analytics firm ThinkGaming points out, is that
Game of War has a lot of depth for big spenders. The app has a multitude of
systems that players need to engage with to ensure they have an army prepared
for the next big multiplayer battle. But those systems are slow, and players can
speed them up by spending cash. Of course, a lot of games do stuff like this,
and part of Machine Zone’s success is that other studios haven’t figured out how
to duplicate its money-making techniques. It’s also likely that Game of War has
a disproportionate number of whales compared to those people who put just a few
dollars in. The game heavily favors big spenders, and the top whales are a
hundredfold more powerful than the common player who puts little or no cash into
Game of War.

Other games near the top of the ARPPU chart include Big Fish Casino:w Free Slots
($232.67), Kabam’s Marvel: Contest of Champions ($127.77), and Supercell’s
Boombeach ($117.91).


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“Most of us think of hardcore video gamers as those paying extravagantly for
immersive and complex games, but data shows that mobile gamers are in fact the
big spenders,” Slice analyst Taylor Stanton wrote in a blog post. “The mobile
game with the largest average in-app spend is Game of War, where players spend,
on average, $550 dollars to insure their army conquers the competition. What do
Game of War gamers buy? Crates of gold, with the average item price hovering at
$52 dollars.”

Slice provided a list of some of the top mobile games in the world and how they
perform against the average ARPPU:

Above: Game of War has an insanely high average revenue per paying player.

Image Credit: Slice Intelligence

Finally, Slice points out that the majority of gamers prefer spending their
money either on mobile or on PC/consoles. The firm found that 43 percent of
paying gamers only spend money on their smartphone apps. That number drops to
37.8 percent for console-only spenders. Finally, just 19.2 percent spend on both
smart devices and traditional platforms.

That last category will likely continue to grow as younger people continue to
encounter games first on iPads and other tablets, but — for now — it’s easy to
see why game developers are all looking to carve out their own niche in the
$99.3 billion worldwide gaming sector.

GamesBeat's creed when covering the game industry is "where passion meets
business." What does this mean? We want to tell you how the news matters to you
-- not just as a decision-maker at a game studio, but also as a fan of games.
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big opportunities within the gaming industry such as esports, user-generated
content, influencers, and more.

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