In 2024, the mobile gaming landscape is entering a new phase of player mindset that requires publishers to develop a deeper understanding of user motivations, spending behavior, and how to create games with the right product-market fit to capture your share of the IAP wallet.
This first edition of Mistplay’s Mobile Gaming Spender Report provides fresh insights for you to get a comprehensive understanding of the modern mobile game spender across cohorts, geographies, and genre-based personas, to better inform your monetization strategy in the year ahead.
"This year, it's about recognizing what to do when the direct revenue from the player drops. It's up to marketing and product to be more creative and rethink what they offer the player and how they can deliver more value to the players."
FAITH PRICE
Director – Growth Marketing at DoubleDown Interactive
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.
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, but it may lose importance further down the funnel, with 69% of spenders reporting that social factors don’t influence their decisions at all.
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/rewards (51%).
