Spending in mobile games driven by whales
The EEDAR, a research firm focused on the game industry, has released a new study concerning mobile games. The study highlights consumer spending on these games and aims to shed light on those spending money on mobile games. These games have proven to be very lucrative for the game industry over the past few years. Their addicting nature and incentives offered through in-game shops have encouraged consumers to spend significant amounts of money on mobile games in order to attain the best experience possible.
Whales tend to be young, male consumers
The study shows that the majority of spending in the mobile games sector comes from a very specific group of consumers, often called “whales” because they account for the top 5% of spending on these games. According to the study, 66% of these whales are young males that primarily play games on their consoles rather than their mobile devices. The study shows that these consumers spend an average of 26.5 hours every week playing games and an average of 11.8 hours playing mobile games specifically.
Spending is low among women and older consumers
Comparatively, those that pay for mobile games but do not fall into the whale category spend an average of 4.9 hours on mobile games per week, but primarily use their smartphones for all their gaming needs. The non-payer demographic is chiefly comprised of women, with this group spending an average of 4.1 hours on mobile games per week and an average of 7.2 hours on general gaming every week.
Study does not account for children’s role in mobile games.
While the study does show that male consumers tend to spend more on mobile games, it does not account for the fact that children typically make use of their parent’s mobile devices to play games. These children are also responsible for mobile spending in the game sector, but typically do so by accident or without their parent’s permission.