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Chinese mobile games’ ARPPU is over $30, and other new benchmark data

By on June 2, 2014
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What kind of ARPPUs are typical in different parts of the world? How much should you pay to acquire a user? How many users can you expect to spend money? The latest updates to the spreadsheet benchmark pages are right here, helping you to work out how to forecast and diagnose your game’s business model.

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CPA

  • Chartboost finds average cost per install between $0.94 (Google Play in the UK) and $2.79 (iPad in France) (source, May 2014)
  • Fiksu cites an average CPA for users who open an app more than three times of $1.52. Average CPIs on iOS are $1.24 and on Android are $1.31. (source, April 2014)
  • Tapjoy gives a case study of their ‘video plus install’ program with the game Battle Command! and cites an eCPI of $1.57 (source, May 2014)

ARPPU

  • Superdata gives an ARPPU of $21.60 for US mobile games, and $32.46 for Chinese mobile games. (source, May 2014)
  • Playnomics sees their ARPPUs ranging from $32.01 in Europe to $270.55 in MENA (source, January 2014)

Conversion rate

  • Superdata puts average conversion rate for US mobile games at 5%, compared to 2.9% for Chinese mobile games. (source: Superdata, May 2014)
  • Playnomics cites much lower figures of 0.11% in Asia Pacific to 0.58% in North America. Their figure is “the percentage of all active players who spent at least once during the last month” (source: Playnomics, January 2014)

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  • Unfortunately, that is not always clear. There are three likely candidates:
    – Daily spend, sometimes quoted as ARPPDAU, (not to be confused with ARPDAU, with is the spend averaged across all users, not averaged across only the spending users)
    – Monthly spend. Often quoted as ARPPU, Occasionally as ARPPMAU.
    – Lifetime spend.

    It is a useful default to *assume* that ARPPU means monthly when you here it quoted. There is no guarantee that it does.

    For example, some companies use ARPPU to mean “the total spend a paying player spends in their lifetime.” I would call that LTV (lifetime value) but there you go.)

    So, given the context I think that this is a monthly figure. (THe total monthly revenue / the number of paying players that month). I think. Sorry not to be more helpful.

  • B

    Are these “ARPPU” #’s monthly or? Ie. $21.60 (per month?) for US mobile games – ARPPU