Mobile gaming has changed the way video games are played, bringing independence to gamers from just sitting on couches and using remotes. The games are available free, or at a very low cost. Players have the freedom to download and install/uninstall the games. Gamers have moved on from the age of Atari and Nintendo. PlayStation and XBox also do not have as large a player base as mobile gamers today. The key USP of mobile games is their accessibility everywhere, through the phone.
This creates a huge market for gaming companies as they can target users with free or low priced games and then offer in-game purchases to enhance the players' abilities or help them move forward in the game. These in-game purchases generate the revenue for mobile companies as they gather game analytics data based on numerous player and system metrics, helping them with revenue optimization.
A primary metric is how the player is spending the in-game item purchases. This highlights the primary revenue generating module of the game. Companies then work more towards enhancing that particular area to generate more revenue.
In-game purchases are made through the game store that hosts the game. The Android platform has its store named as Play Store and IOS has App Store. Users register at these stores with a unique ID. This unique ID is used for every game download and purchase. The stores track user purchase history data for various games and applications.
If the stores can integrate user purchase data with how the in-game purchased item is being used for each of the games played by the user, then a behavioral pattern for the user can be generated using this data. Such a pattern can then be used for marketing
- games that the user would be most interested in
- games that can generate the maximum revenue from that user
- purchase offers/vouchers to users that can be used across games
- promotion of new games