2024年手机游戏支出报告（英）.pdf

Decodingtoday’smobileIAPspenderstounderstandmotivations,engagementdynamics,andbehavioralshiftsonthehorizon.MobileGamingSpenderReport2024ForewordWeareenteringanewphaseofmobilegamermindsetsandbehaviors,andanewrealitythatrequiresgamepublisherstodevelopadeeperunderstandingofusermotivations,spendingbehavior,andhowtocreategamesthathavetherightproduct-marketfittocapturetheirshareoftheIAPwallet.Inthisnewmarketmaturity,therewillbeadisproportionateskewofwinnersandlosersovertime,assustainableuseracquisitionbecomesevenmorechallengingandexpensive,andthecompetitionforamorediscerningconsumerwalletshareintensifies.UnderstandingtheintricaciesofspenderbehaviortodriveLTVhasthereforebecomeessentialasweallnavigatethislandscape.Asthebehaviorofmodernmobilegamerscontinuestoadaptwiththeworldaroundus,unravelingthemotivationsandpreferencesdrivingin-gamespendbecomesmorecrucialthanever–tonotonlydelivergamingexperiencesplayerswillenjoyandinvestinbutalsotoconsidernewstrategiesfor2024andbeyondasspendersconsidercuttingbackandconcentratingdiscretionaryspend.Additionally,therisingtrendofpublishersshiftingfocustowardsfirst-partywebstores–topreservemarginsandbetterengagecoreaudiences–unlocksanopportunitytore-evaluateengagementandmonetizationstrategiesforfurtherimpact.ThisfirsteditionofMistplay’sannualMobileGamingSpenderReportprovidesfreshinsightsintoIAPspenderbehaviortohelppublisherspushtheirthinkingtocreateacompetitiveadvantageandcapitalizeonanevolvingmarket.Our2024MobileGamingSpenderReportiscomprisedofananalysisofmillionsofuserswithintheMistplayplatformandasurveyofnearly2,000IAPspenderstodiveintowhytheyspend,howthatspendmaychangeinthefuture,andwhatfactorsmayinfluencefurtherinvestments.Withthesefindings,weaimtoequipproduct,monetization,andacquisitionteamswithacomprehensiveunderstandingofthemodernmobilegamespenderacrosscohorts,geographies,andgenre-basedpersona.Thereportisdesignedtoinformpublishers’strategicproblem-solvingandcapabilitydevelopmenttobuildlong-termplayerloyaltyandstayaheadofmarketchallengesandnewuserbehavior.JASONHELLER,CEOTheMistplayplatformMistplayisthe#1loyaltyappformobilegamers.OurcommunityofmillionsofengagedmobilegamersuseMistplaytodiscovernewgamestoplayandspendintoearnrewards.HeadquarteredinMontrealandlaunchedin2016,Mistplayhasclimbedtheranksasamediasourceforgamepublishers,mostrecentlyachieving#8overallontheAppsflyerPerformanceIndexforAndroidRetentionandTop10forROIandRetentiononthe2024SingularROIIndex.•Agrowingcommunityofover2millionmonthlygamersmeansdeveloperscanreachamassiveaudienceofengagedplayerslookingfortheirnextfavoritegame.•AI-drivenrecommendationenginesuggestsgamesbasedonplayerhabits,ensuringMistplayusersplayandspendingamesthey’remostlikelytoenjoy.•Play-and-earnfostersincreaseduserretentionandLTV,asusersredeemloyaltypointsfortangiblerewardslikegiftcardsfromtopbrands.Tolearnmore,visitwww.mistplay.com/advertising.Keyfindings1.Mobilespenderswillbemorediscerningwiththeirspendin2024Thelandscapeofmobilegamespendingmaywitnessadiscernibleshiftthisyear,with32%ofsp