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Spend once, spend twice, 25% of you will spend thrice
Social Gold, the virtual goods monetisation business owned by Google, has published an infographic on the behaviour of gamers within the social and online games operated by their clients. The chart is useful overall, not least for pointing out that the “average” social gamer spends $60. (Although, given that whales spend over $1,000 on a single game, this average can be very misleading – this is a power-law distribution, not a normal distribution).
It also confirms the logic behind my basic rule of free-to-play: the 0-1-100 rule. In essence, once you get a player to spend a dollar, 56% of them come back to spend a second time and 25% of them spend three or more times.
If that’s not a good reason to get them to spend once, I don’t know what is.