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In-app Purchases. It’s Not Always Micro-payments. Sometimes They’re Super-sized Ones!

It was always believed that the smaller purchases priced between $0.99 to $1.99 would be generating the highest revenue as they would appeal to more users for being cheaper. However, a study by W3i found that those smaller purchases contribute to an average of only 6% of the total app revenue while bigger ones priced between $9.99 and $19.99 contribute to an average of 47% of the total app revenue in mobile games.

In-app purchases. It’s not always micro-payments. Sometimes they’re super-sized ones!

Just like how you need loyal users to get better app ratings and reviews, the same applies to in-app purchases. According to a study by Localytics, 44% of app users won't make an in-app purchase until they've interacted at least ten times with the app. On average, a user who makes an in-app purchase will do so 12 days after first launching the app.

If you have a mobile game, it's always best that you start the game easy and then increase the difficulty incrementally. Again, this helps get your players attached to the game at first and let them fall in love with it as they progress quickly in the beginning. Then once the difficulty is turned up a few notches, they'll be challenged, which will motivate them to keep going without being turned off by how hard the game is from the very beginning. They might even start considering in-app purchases to help them get through the game a little bit easier or faster.

The lesson here is that in-app purchases should always complement the mobile app or game, but they should NEVER be a necessity. Even if you provide in-app purchases in the form of more access to content or subscriptions, you should have a fair share of free content in parallel that the user can access and enjoy, then maybe make a purchase based on that.


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