2024年手机游戏支出报告（英）-33页-豆柴文库

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2024


MobileGaming
SpenderReport
Decodingtoday’smobileIAPspenders
tounderstandmotivations,engagement
dynamics,andbehavioralshiftsonthehorizon.
Foreword

Weareenteringanewphaseofmobilegamermindsetsandbehaviors,
andanewrealitythatrequiresgamepublisherstodevelopadeeper
understandingofusermotivations,spendingbehavior,andhowtocreate
gamesthathavetherightproduct-marketfttocapturetheirshareofthe
IAPwallet.Inthisnewmarketmaturity,therewillbeadisproportionateskew
ofwinnersandlosersovertime,assustainableuseracquisitionbecomeseven
morechallengingandexpensive,andthecompetitionforamorediscerning
consumerwalletshareintensifes.Understandingtheintricaciesofspender
behaviortodriveLTVhasthereforebecomeessentialasweallnavigate
thislandscape.

Asthebehaviorofmodernmobilegamerscontinuestoadaptwiththe
worldaroundus,unravelingthemotivationsandpreferencesdriving
in-gamespendbecomesmorecrucialthanever–tonotonlydelivergaming
experiencesplayerswillenjoyandinvestinbutalsotoconsidernewstrategies
for2024andbeyondasspendersconsidercuttingbackandconcentrating
discretionaryspend.Additionally,therisingtrendofpublishersshiftingfocus
towardsfrst-partywebstores–topreservemarginsandbetterengage
coreaudiences–unlocksanopportunitytore-evaluateengagementand
monetizationstrategiesforfurtherimpact.ThisfrsteditionofMistplay’s
annualMobileGamingSpenderReportprovidesfreshinsightsintoIAP
spenderbehaviortohelppublisherspushtheirthinkingtocreate
acompetitiveadvantageandcapitalizeonanevolvingmarket.

Our2024MobileGamingSpenderReportiscomprisedofananalysisof
millionsofuserswithintheMistplayplatformandasurveyofnearly2,000
IAPspenderstodiveintowhytheyspend,howthatspendmaychangein
thefuture,andwhatfactorsmayinfuencefurtherinvestments.Withthese
fndings,weaimtoequipproduct,monetization,andacquisitionteamswith
acomprehensiveunderstandingofthemodernmobilegamespenderacross
cohorts,geographies,andgenre-basedpersona.Thereportisdesignedto
informpublishers’strategicproblem-solvingandcapabilitydevelopmentto
buildlong-termplaye