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Mistplay2024年手机游戏支出报告.pdf
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Decoding today’s mobile IAP spenders
to understand motivations, engagement
dynamics, and behavioral shifts on the horizon.
Mobile Gaming
Spender Report
2024
![](https://csdnimg.cn/release/download_crawler_static/89643291/bg2.jpg)
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
![](https://csdnimg.cn/release/download_crawler_static/89643291/bg3.jpg)
The Mistplay platform
Mistplay is the #1 loyalty app for mobile gamers.
Our community of millions of engaged mobile gamers use
Mistplay to discover new games to play and spend in to earn
rewards. Headquartered in Montreal and launched in 2016,
Mistplay has climbed the ranks as a media source for game
publishers, most recently achieving #8 overall on the Appsyer
Performance Index for Android Retention and Top 10 for ROI and
Retention on the 2024 Singular ROI Index.
• A growing community of over 2 million monthly gamers
means developers can reach a massive audience of engaged
players looking for their next favorite game.
• AI-driven recommendation engine suggests games based
on player habits, ensuring Mistplay users play and spend in
games they’re most likely to enjoy.
• Play-and-earn fosters increased user retention and LTV,
as users redeem loyalty points for tangible rewards like gift
cards from top brands.
To learn more, visit www.mistplay.com/advertising.
![](https://csdnimg.cn/release/download_crawler_static/89643291/bg4.jpg)
Key ndings
1. Mobile spenders will be more discerning with their spend in 2024
The landscape of mobile game spending may witness a discernible
shift this year, with 32% of spenders – and 41% of High-value spenders
– planning to reduce their in-game spending and shift towards more
budget-conscious decisions for discretionary spend.
Learn more about future behavior changes >>
2. A good (personalized) offer goes a long way
Optimizing the usage of IAP offers and discounts can be a viable strategic
approach to encourage investment, given that 33% of spenders indicate
they will spend if they encounter a deal too good to pass up, and 40% would
be inuenced to spend more if given personalized offers.
Learn more about offers >>
3. Social factors inuence installs, not always spend
Community is a powerful lever at the top of the funnel, with mobile
spenders ranking word-of-mouth recommendations as a top-3 discovery
channel and 31% downloading three or more games from referrals in the
past year, but it may lose importance further down the funnel, as a majority
of spenders (69%) report that social factors don’t inuence their spending
decisions at all.
Learn more about social factors >>
4. Loyalty bonuses are powerful tools to engage spenders
Spenders are looking for ways to make their discretionary spend go further
and will engage with brands that help them do so, as a majority (79%) not
only engage with a variety of loyalty programs but will also spend more
in-game if doing so earns them extra points or monetary rewards (51%).
Learn more about loyalty programs >>
5. Engagement with ads relies on relevant, real gameplay
A majority of spenders will download a new game after seeing ad
impressions for a few days or less – and while 72% of mobile spenders
will be interested in ads that have appealing gameplay, they are often
frustrated with misleading gameplay.
Learn more about ad engagement >>
![](https://csdnimg.cn/release/download_crawler_static/89643291/bg5.jpg)
Table of contents
Foreword
The Mistplay platform
Key ndings
Chapter 1: Understanding mobile spenders
Uncovering key spender traits
Acquiring spenders
Chapter 2: Increasing player LTV
Encouraging spenders to invest
Engaging and retaining spenders
Chapter 3: The state of mobile game spending today
Chapter 4: The future of mobile game spending
Methodology
1
2
3
5
5
11
15
15
20
25
28
31
SPENDER COHORTS IN THIS REPORT
• High-value spender: $100 USD+
• Mid-value spender: $10-99 USD
• Low-value spender: <$10 USD
For more information on how we segmented
respondents, please refer to the methodology.
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