Sunday November 1,2015 : MOBILE MOST PROFITABLE
New research indicates that mobile players covert to real-money games faster than desktop users.
New research by Optimove indicates that mobile operations are likely to be the most profitable for operators, with mobile users twice as likely to switch to real-money games – and twice as fast – as their desktop-using counterparts.
Optimove found that mobile punters also play just over one-and-a-half-times more than desktop users, with more game sessions.
Few players – just 4 percent – use both mobile and desktop, researchers found….but players who do use both channels are almost four times more likely to convert to real-money play than those who prefer to stick with just one delivery channel…and 20 percent more likely to conduct more than one real-money transaction.
Acknowledging that mobile is becoming increasingly popular in the social gaming vertical, Optimove says that many companies are now focusing exclusively on the channel, which seems a little short-sighted, given that researchers also found that desktop still leads in significant KPIs that include payment amounts and retention rates.
The business advantages inherent in the small percentage of players who use both desktop and mobile devices prompts Optimove to suggest that these are the best customers, and that it may be a worthwhile investment to focus on marketing campaigns designed to push loyal single-platform players into the other platform.
“Giving them a significant incentive to play your game on the other platform may help them cross the chasm from single to multi-platform players and become the fully-immersed, totally-engaged most valuable players of your games,” the company advises.