Foreword
We are entering a new phase of mobile gamer mindsets and behaviors,
and a new reality that requires game publishers to develop a deeper
understanding of user motivations, spending behavior, and how to create
games that have the right product-market t to capture their share of the
IAP wallet. In this new market maturity, there will be a disproportionate skew
of winners and losers over time, as sustainable user acquisition becomes even
more challenging and expensive, and the competition for a more discerning
consumer wallet share intensies. Understanding the intricacies of spender
behavior to drive LTV has therefore become essential as we all navigate
this landscape.
As the behavior of modern mobile gamers continues to adapt with the
world around us, unraveling the motivations and preferences driving
in-game spend becomes more crucial than ever – to not only deliver gaming
experiences players will enjoy and invest in but also to consider new strategies
for 2024 and beyond as spenders consider cutting back and concentrating
discretionary spend. Additionally, the rising trend of publishers shifting focus
towards rst-party web stores – to preserve margins and better engage
core audiences – unlocks an opportunity to re-evaluate engagement and
monetization strategies for further impact. This rst edition of Mistplay’s
annual Mobile Gaming Spender Report provides fresh insights into IAP
spender behavior to help publishers push their thinking to create
a competitive advantage and capitalize on an evolving market.
Our 2024 Mobile Gaming Spender Report is comprised of an analysis of
millions of users within the Mistplay platform and a survey of nearly 2,000
IAP spenders to dive into why they spend, how that spend may change in
the future, and what factors may inuence further investments. With these
ndings, we aim to equip product, monetization, and acquisition teams with
a comprehensive understanding of the modern mobile game spender across
cohorts, geographies, and genre-based persona. The report is designed to
inform publishers’ strategic problem-solving and capability development to
build long-term player loyalty and stay ahead of market challenges and new
user behavior.
JASON HELLER, CEO
