Paying Conversion Metrics for Facebook and iOS Games: Q2 2013
This is the second post in our Q2 2013 update on key metrics for Facebook and iOS games (the first post covered Engagement Metrics (DAU/MAU)). This post assesses the Paying User conversion rate, calculated as the % of active users who are also paying users. Here’s a recap on the methodology:
We’ve gathered this data since Q1 2011 from the following sources:
- Client Audits: We perform KPI and metric benchmarking for our clients with games in these categories.
- Game-Supplied: If you don’t ask you don’t get. We receive data on request on an on-going basis from game developers.
- Market Data: In addition to the two direct data sources above, we gather data from a variety of publically available sources.
To add a further level of insight, we segment the game data into genres, as follows:
Casual Games: These are typically 2D games that are very easy to learn how to play but typically have a never-ending game mechanic. Examples would be Tetris, Angry Birds, BeJeweled (at the top end) and sub-genres such as arcade, running and racing type games in the mid-range. These games appeal to users of all ages with a bias towards males.
Word/Quiz Games: These are typically text-based (with supporting graphics) that are quiz, general knowledge, logic or solution based. Examples would be Words With Friends, Scrabble and the Puzzler series. These games appeal most to adult gamers, with a slight bias towards males. Age-wise the prime segment is 25 years and older.
Nurturing: These are typically graphics-led games involving virtual pets, character/avatar customisation and other games with nurturing mechanics, including cooking. Examples would be Talking Tom, Tap Tap Hotel, Ovi Pets, Stardoll and other virtual pet games. These games appeal to kids, tweens and early teens with a strong bias towards girls/females.
Resource Management: These are typically games whereby users have to gather, harvest and manage assets within a gaming environment which often resembe a 2 or 2.5D virtual world. Importantly though, these games are typically not avatar driven. These games on SocNets heavily leverage the social graph and examples include FarmVille (and ‘X’-Ville variants), Hay Day, Cafe World, Airport City, GalaStories and Sim City. These games appeal most to adult gamers and in particular women aged 30+.
Light Virtual World: These are typically games based around the principles of virtual worlds and are usually avatar-driven with elements such as room customisation and socialisation. Examples would be YoVille, Social Life, KingsRoad, Avataria, Habbo Hotel, Happy Life, sMeet, Sanalike and HeroZero. These games appeal most to young and middle-aged adults with a bias towards women.
So, here’s the chart showing the Paying Conversion rates for Facebook games. Nurturing games come out top for user monetization rates with Quiz games in second place. Light virtual worlds moved into third highest place from Q2 2012.
Quiz games come out top for user monetization rates on iOS. Light virtual worlds come in at second place for iOS compared to third place for Facebook games.
Casual games and Resource Mgmt games performed lowest for both Facebook and iOS.