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51% of IAP revenue comes from customers spending $20 or more in your game
Look at this chart provided by Flurry:
- Transactions worth under $10 represent 71% of transactions, but only 31% of revenue
- Transactions of $10-$20 represent 16% of purchase, but 18% of revenue
- Most importantly, purchases worth over $20 represent 13% of transactions but 51% of revenue
- (Flurry added that, of the 51% of revenue that came from $20+ transactions, 30% came from $50+ transactions suggesting that 15% of total revenue came from $50+ purchases)
Note that this analysis focuses on transactions, not players. So since players can make multiple purchases, the whales are likely to be even more concentrated than this.
The conclusion (both from Flurry and from me): You have to have a strategy that enables the whales. How can you make an ARPPU of $14 if you don’t offer your biggest fans the ability to spend $50? (Hint: you can’t).
If you make games, check out the rule of 0-1-100. It will help you think about how to make your game appeal to everyone: from those who want to spend nothing on it to those fans who are happy paying bucketloads.