2024 Mobile Gaming Spender Report

Mar, 2024 Decoding today’s mobile IAP spenders
to understand motivations, engagement
dynamics, and behavioral shifts on the horizon.
Mobile Gaming
Spender Report
2024

Foreword
We are entering a new phase of mobile gamer mindsets and behaviors,
and a new reality that requires game publishers to develop a deeper
understanding of user motivations, spending behavior, and how to create
games that have the right product-market fit to capture their share of the
IAP wallet. In this new market maturity, there will be a disproportionate skew
of winners and losers over time, as sustainable user acquisition becomes even
more challenging and expensive, and the competition for a more discerning
consumer wallet share intensifies. Understanding the intricacies of spender
behavior to drive LTV has therefore become essential as we all navigate
this landscape.
As the behavior of modern mobile gamers continues to adapt with the
world around us, unraveling the motivations and preferences driving
in-game spend becomes more crucial than ever – to not only deliver gaming
experiences players will enjoy and invest in but also to consider new strategies
for 2024 and beyond as spenders consider cutting back and concentrating
discretionary spend. Additionally, the rising trend of publishers shifting focus
towards first-party web stores – to preserve margins and better engage
core audiences – unlocks an opportunity to re-evaluate engagement and
monetization strategies for further impact. This first edition of Mistplay’s
annual Mobile Gaming Spender Report provides fresh insights into IAP
spender behavior to help publishers push their thinking to create
a competitive advantage and capitalize on an evolving market.
Our 2024 Mobile Gaming Spender Report is comprised of an analysis of
millions of users within the Mistplay platform and a survey of nearly 2,000
IAP spenders to dive into why they spend, how that spend may change in
the future, and what factors may influence further investments. With these
findings, we aim to equip product, monetization, and acquisition teams with
a comprehensive understanding of the modern mobile game spender across
cohorts, geographies, and genre-based persona. The report is designed to
inform publishers’ strategic problem-solving and capability development to
build long-term player loyalty and stay ahead of market challenges and new
user behavior.
JASON HELLER, CEO

The Mistplay platform
Mistplay is the #1 loyalty app for mobile gamers.
Our community of millions of engaged mobile gamers use
Mistplay to discover new games to play and spend in to earn
rewards. Headquartered in Montreal and launched in 2016,
Mistplay has climbed the ranks as a media source for game
publishers, most recently achieving #8 overall on the Appsflyer
Performance Index for Android Retention and Top 10 for ROI and
Retention on the 2024 Singular ROI Index.
• A growing community of over 2 million monthly gamers
means developers can reach a massive audience of engaged
players looking for their next favorite game.
• AI-driven recommendation engine suggests games based
on player habits, ensuring Mistplay users play and spend in
games they’re most likely to enjoy.
• Play-and-earn fosters increased user retention and LTV,
as users redeem loyalty points for tangible rewards like gift
cards from top brands.
To learn more, visit www.mistplay.com/advertising .

Key findings
1. Mobile spenders will be more discerning with their spend in 2024
The landscape of mobile game spending may witness a discernible
shift this year, with 32% of spenders – and 41% of High-value spenders
– planning to reduce their in-game spending and shift towards more
budget-conscious decisions for discretionary spend.
Learn more about future behavior changes >>
2. A good (personalized) offer goes a long way
Optimizing the usage of IAP offers and discounts can be a viable strategic
approach to encourage investment, given that 33% of spenders indicate
they will spend if they encounter a deal too good to pass up, and 40% would
be influenced to spend more if given personalized offers.
Learn more about offers >>
3. Social factors influence installs, not always spend
Community is a powerful lever at the top of the funnel, with mobile
spenders ranking word-of-mouth recommendations as a top-3 discovery
channel and 31% downloading three or more games from referrals in the
past year, but it may lose importance further down the funnel, as a majority
of spenders (69%) report that social factors don’t influence their spending
decisions at all.
Learn more about social factors >>
4. Loyalty bonuses are powerful tools to engage spenders
Spenders are looking for ways to make their discretionary spend go further
and will engage with brands that help them do so, as a majority (79%) not
only engage with a variety of loyalty programs but will also spend more
in-game if doing so earns them extra points or monetary rewards (51%).
Learn more about loyalty programs >>
5. Engagement with ads relies on relevant, real gameplay
A majority of spenders will download a new game after seeing ad
impressions for a few days or less – and while 72% of mobile spenders
will be interested in ads that have appealing gameplay, they are often
frustrated with misleading gameplay.
Learn more about ad engagement >>

Table of contents
Foreword
The Mistplay platform
Key findings
Chapter 1: Understanding mobile spenders Uncovering key spender traits
Acquiring spenders
Chapter 2: Increasing player LTV Encouraging spenders to invest
Engaging and retaining spenders
Chapter 3: The state of mobile game spending today
Chapter 4: The future of mobile game spending
Methodology 1
2
3
5
5
11
15
15
20 25
28 31
SPENDER COHORTS IN THIS REPORT
• High-value spender: $100 USD+
• Mid-value spender: $10-99 USD
• Low-value spender: <$10 USD
For more information on how we segmented
respondents, please refer to the methodology.

Understanding
mobile spenders
1
Uncovering key spender traits

SPENDER PERSONAS

By recognizing the unique traits and behaviors of three key genre-based
mobile spender personas, publishers can tailor their marketing and IAP
strategies to better resonate with specific demographics and refine
game monetization, ultimately enhancing engagement and maximizing
revenue potential.
The three main personas are grouped by survey respondents that
regularly spend money on IAP in specific genres.
5
MOBILE GAMING SPENDER REPORT UNDERSTANDING MOBILE SPENDERS
Casual Candace
Spends in Match,
Puzzle, and Simulation Midcore Mike

Spends in Strategy,
Action, Shooter, and RPG Lucky Lucy

Spends in
Social Casino
“For us at Jam City, with such a broad portfolio of games,
there’s an importance to understanding our players and
ensuring they have an engaging long term experience. We
cannot stress enough the importance of layered targeting
focused on player behaviours and traits.”
JON CHEW
Director – User Acquisition, Jam City

6
Casual Candace
DEMOGRAPHICSSPENDS IN: MATCH, PUZZLE, SIMULATION
Gender
Female (81%)
Male (16%)
Non-binary (3%) 18-24 (3%)
25-34 (21%)
35-44 (37%)
45-54 (24%)
55+ (14%)
1. Relevant gameplay ( 73%)
2. Eye-catching visuals ( 32%)
3. No longer progressing
in current game ( 27%) Employment
Employed (67%)
Unemployed (30%)
Student (3%)
Age
SPEND BEHAVIOR
MOTIVATIONS
Top motivations to click
an ad & install a game
Games spent in per month
1 (38%)
2-3 (51%)
4-5 (8%)
6+ (3%)
Top Influential
reasons to spend
Purchase frequency
Every few months (31%)
1-2/mo (37%)
3-6/mo (17%)
6+/mo (12%)
1. Personalized deals ( 42%)
2. Holiday/event promos ( 40%)
3. Limited-time offers ( 34%)
Within the first day (4%)
Within a couple days (17%)
Within a week (34%)
Within a month (77%) Time to first purchase
1. In-app promo ( 42%)
2. Email ( 23%)
3. Social media ( 17%) 4.
Push notifs ( 16%)
5. Te x t s ( 13%)
Channels to market
LOOKING AHEAD AT 2024
How their spend will change
1. Spending in fewer
games overall (28%)
2. Spending less frequently (17%)
3. Purchasing more discount/
on-sale items (20%)
What Casual Candace wants to see more of
“Make continued gameplay more interesting
rather than endless levels of the same play.”
“Games where the actual play is exactly like the ads. I’ve tried
too many that are nothing like the ads, and I uninstall them immediately”
“I’d like to see more opportunities for rewards.
If I receive rewards, I’d make more in app game purchases”
35% 31%
29%
5% SPENDS IN: MATCH, PUZZLE, SIMULATION
Top behavioral changes
they’re thinking about
Spend less
Spend the same
Spend more
Undecided
MOBILE GAMING SPENDER REPORTUNDERSTANDING MOBILE SPENDERS

7
DEMOGRAPHICSSPENDS IN: STRATEGY, ACTION, SHOOTER, RPG
Gender
Female (36%)
Male (61%)
Non-binary (3%) 18-24 (6%)
25-34 (29%)
35-44 (36%)
45-54 (21%)
55+ (7%)
1. Relevant gameplay ( 74%)
2. Eye-catching visuals ( 40%)
3. Positive ratings/reviews ( 27%) Employment
Employed (69%)
Unemployed (27%)
Student (4%)
Age
SPEND BEHAVIOR
MOTIVATIONS
Top motivations to click
an ad & install a game
Games spent in per month
1 (40%)
2-3 (49%)
4-5 (7%)
6+ (4%)
Top Influential
reasons to spend
Purchase frequency
Every few months (34%)
1-2/mo (34%)
3-6/mo (18%)
6+/mo (11%)
1. Personalized deals ( 45%)
2. Holiday/event promos ( 43%)
3. Limited-time offers ( 41%)
Within the first day (7%)
Within a couple days (25%)
Within a week (46%)
Within a month (81%) Time to first purchase
Channels to market
39% 27%
27%
7%
Midcore Mike
1. In-app promo ( 38%)
2. Email ( 28%)
3. Social media ( 21%) 4.
Push notifs ( 20%)
5. Te x t s ( 12%)
LOOKING AHEAD AT 2024
How their spend will change
1. Spending in fewer
games overall (29%)
2. Spending less frequently (18%)
3. Purchasing more discount/
on-sale items (26%)
What Midcore Mike wants to see more of
“Definitely more personalized rewards and
opportunities to earn extra points or free items in games.”
“Getting more for less money – maybe a subscription
based purchase where you are given many items per month.”
“Better discount for loyal players.” Top behavioral changes
they’re thinking about
Spend less
Spend the same
Spend more
Undecided
MOBILE GAMING SPENDER REPORTUNDERSTANDING MOBILE SPENDERS

8
DEMOGRAPHICSSPENDS IN: SOCIAL CASINO
Gender
Female (71%)
Male (22%)
Non-binary (1%) 18-24 (2%)
25-34 (20%)
35-44 (41%)
45-54 (23%)
55+ (15%)
1. Relevant gameplay ( 70%)
2. Eye-catching visuals ( 33%)
3. No longer progressing
in current game ( 27%) Employment
Employed (63%)
Unemployed (34%)
Student (3%)
Age
SPEND BEHAVIOR
MOTIVATIONS
Top motivations to click
an ad & install a game
Games spent in per month
1 (26%)
2-3 (55%)
4-5 (12%)
6+ (7%)
Top Influential
reasons to spend
Purchase frequency
Every few months (24%)
1-2/mo (31%)
3-6/mo (23%)
6+/mo (17%)
1. Personalized deals ( 42%)
2. Holiday/event promos ( 40%)
3. Limited-time offers ( 34%)
Within the first day (7%)
Within a couple days (22%)
Within a week (43%)
Within a month (81%) Time to first purchase
Channels to market
35%
29%
28%
8%
Lucky Lucy
1. In-app promo ( 37%)
2. Email ( 36%)
3. Push notifs ( 21%) 4.
Social media ( 21%)
5. Te x t s ( 19%)
LOOKING AHEAD AT 2024
1. Spending in fewer
games overall (27%)
2. Spending less frequently (18%)
3. Purchasing more discount/
on-sale items (21%)
Top behavioral changes
they’re thinking about How their spend will change
What Lucky Lucy wants to see more of
“The ability to earn rewards for
playing mobile games.”

”More deals, lower prices, and more give
aways to loyal customers and players.”
“Simpler fun mini games, less ads, and more social chat.”
Spend less
Spend the same
Spend more
Undecided
MOBILE GAMING SPENDER REPORTUNDERSTANDING MOBILE SPENDERS

9
Basic spender behaviors
Overarching spender behavior illuminates the continued pressure for game
publishers to vie for consumers’ share of wallet in order to drive revenue and
sustainable growth. This manifests not only in needing to outclass other games
on the market, but also in securing consumer spend over other discretionary
purchases.
• 39% of spenders are only spending in one game per month, with half
spending in 2-3 games – although High-value spenders tend to spend in
more games overall
• 37% of overall spenders typically make 1-2 purchases a month, with half of
High-value spenders (54%) making three or more
“Players aren’t downloading games as much or as quickly
as before, and that signals to marketers that we need to find
different sources and ways to ensure our games are visible to
players at the right time and from the right source.”
DENIZ KEKEÇ
Performance Marketing Manager, Innogames
Close to half of High-value spenders (41%) plan to decrease their
spending in 2024 – with 23% of them planning to spend much less.
What other behavioral shifts are on the horizon?
Read more in Chapter 4:
The future of mobile gaming spending >>
MOBILE GAMING SPENDER REPORTUNDERSTANDING MOBILE SPENDERS

10
Average number of games spent in per month
All spendersHigh-value spenders
1
2-3
4-5
6+
1
2-3
4-5
6+ 50%7%
39%
4%
60%
10%
27%
3%
How often spenders make in-game purchases
0%
20%
40%
Rarely

(every few months) Sometimes

(1-2 per month) Occasionally

(3-6 per month) Frequently

(6-10 per month) Often

(10+ per month)
34
14 37
32
1728
716
510
Most popular app categories spenders also spend in
57%
Entertainment
44%
Music
30%
Food/drink
30%
Social
9%
Education
Lifestyle
10%
Lucky Lucy spends in more games, more frequently than the average spender, being the least likely
to spend in only 1 game (26% vs 39% average), and most likely spend in 6+ mobile games (7% vs 4%
average) and make 3+ purchases per month (40% vs 29% average).
High-value spenders All spenders
MOBILE GAMING SPENDER REPORTUNDERSTANDING MOBILE SPENDERS

11
Acquiring spenders
Paid ads remain the bedrock of game discovery and, in today’s evolving
landscape, marketers must leave no stone unturned while contributing
to profitable growth. Effective creative should be accurate and tailored to
spenders’ underlying motivations while word-of-mouth marketing strategies
driven by player loyalty, like referrals, can unlock extra value.
• While 20% of spenders only pay attention to ads if they are seeking new
games, 26% will actively engage if it’s appealing, which aligns with the top
reasons for spenders to click and download being relevant gameplay (72%)
and eye-catching visuals (32%)
• 80% of spenders say one of their primary motivations to play mobile
games is for Relaxation, with other top choices being Fantasy (53%)
and Progression (43%)
• 73% of spenders have installed at least one game from a referral
in the past year, with 31% installing three or more
“Referrals represent a valid strategy that games will need
to focus on more, especially when we’re discussing the
increasing need for first-party data. Looking at it through
this lens, referrals are more cost-efficient and can really help
games grow their user base and help marketers when it
comes to attribution.”
FAITH PRICE
Director – Growth Marketing, DoubleDown Interactive
MOBILE GAMING SPENDER REPORTUNDERSTANDING MOBILE SPENDERS

12
GAME DISCOVERY
“I look up games similar to the ones I play regularly.” – Anonymous Mid-value spender
Top 10 social channels for spenders to discuss and discover mobile games *
Main ways spenders discover new mobile games to play
Mobile game adsApp store/
top chart rankings Recommendations
from friends/family Social media posts/
discussions Game journalism
websites
0%
20%
40%
60%
High-value spenders All spenders 51
47
40
32 36
37
2627
31
MOBILE GAMING SPENDER REPORTUNDERSTANDING MOBILE SPENDERS
Select all
that apply
81%
FAC E B O O K
40%
YOUTU B E
39%
TIKTOK
25%
I N S TAG R A M
17%
DISCORD
12%
REDDIT
11%
SNAPCHAT
7%
PINTEREST
<5%TWITCH
10% X (T W IT TE R)
*Select all
that apply

13
ADS
What spenders do when experiencing an ad in the game they’re playing
How long a spender needs to see ads before installing the game
*
0%
20%
40%
60%
Actively pay attention if the ad
is appealing, no matter the type of game being advertised Only pay close attention if
the ad is for a similar game or genre they’re already playing
29%
24 HOURS OR LESS
36%
A FEW DAYS
22%
A FEW WEEKS
13%
A MONTH OR MORE *Assuming normalized
daily impression frequency
Only pay close attention if
they’re actively looking for a new game to start playing Typically ignore and
disengage with all advertisements
26 24
1822
20
15 36
39
What motivates spenders to click on an ad and download a new game
Midcore Mike is more swayed
by eye-catching visuals and
strong graphics than the
average spender (40% vs 32%). “What I want to see more of in mobile
games in 2024 is games where the
actual play is exactly like the ads.”
– Anonymous Mid-value spender
0%
20%
40%
60%
80%
The gameplay looks
like something they’d enjoy The visuals catch
their attention It has positive
reviews/ratings from others There are deals
they want to take advantage of Interactive
elements make it more engaging They’re no longer
progressing in their current game Other
73
71 71
313133
222226
25
1426
10
22
1628
6
23
1623
6
High-value spenders All spenders
High-value Mid-value Low-value
Spender cohorts
MOBILE GAMING SPENDER REPORTUNDERSTANDING MOBILE SPENDERS
Select all
that apply

14
The top motivations for spenders to play mobile games are…
PROGRESSION
Building, managing,
improving things DISCOVERY
Learn and discover
new things FA N TASY
Seek new virtual worlds
and experiences RELAXATION
Pass time &
be entertained
80% 53% 43%19%
SELF-EXPRESSION
Creativity
and identity
EXPERTISE
Become the best
at something SOCIAL CONNECTION
Bond with old
and new friends POWER
Gain power, control,
and top rank
15% 12% 9%9%
Lucky Lucy is the most likely to engage with referrals, with 17% installing at least 5 referred games in
the last year (compared to 12% average). Casual Candace is the least likely, with 27% not installing
any referred titles (compared to 21% for other personas).
How many games spenders have installed in the past year from referrals
REFERRALS
0
1 – 2 3 – 4 5 – 7 8 – 10 11+
0%
20%
40%
60%
3127 23 40
42
43
1821
19
64 7
12 3 4
4 5
High-value Mid-value Low-value
Spender cohorts
MOBILE GAMING SPENDER REPORTUNDERSTANDING MOBILE SPENDERS
Select top 3

Increasing
player LTV
2
Encouraging spenders to invest
With increasing competition for players’ share of wallet, it is crucial publishers
focus on optimizing the first week of the user journey to lay the foundation of
long-term loyalty and spending. While initial engagement may be fueled by
novelty, true retention (and subsequent spend) lies in carving out a value-
driven path of progression by balancing game design with strategically
enticing IAP offers to nurture players’ motivation to come back daily while
creating avenues to spend. Winners who drive outsized performance will be
those who invest in personalization capabilities that allow for tailored offers to
the user segment or individual player.
• In total, only 18% of mobile spenders will make their first purchase within
the first couple days of playing – spenders are more likely to purchase
within the first week (36%) or first full month (79%) of playing
• Only 8% of spenders impulse buy items they desire, while others purchase
to take advantage of a good deal when it appears (33%) or purchase in
order to progress (25%)
• The leading motivator to spend is to enhance gameplay progression (54%),
followed by personal enjoyment/satisfaction (44%)
• Personalized in-app offers are the most likely to influence additional spend
according to roughly 40% of spenders, and when it comes to external
factors, 69% of spenders report they aren’t influenced at all by other players
15
MOBILE GAMING SPENDER REPORT I N C R E AS I N G P L AY E R LT V
“Players accept offers when they are convinced they are
good for them. This is why we will hear more about the
importance of personalized offers. These offers might not
have to be unique to each user, but they should be based
on past purchases or gaming behavior data.”
DENIZ KEKEÇ
Performance Marketing Manager, Innogames

16
WHY SPENDERS SPEND
“Paying for an ad-free experience was my most worthwhile purchase. It was worth not having
to watch ads to progress. The more ads a game has, the more likely I am to quit playing before
making a purchase.” — Anonymous Mid-value spender
Bundles (mix of various items) In-game
currency/Gems Cosmetics/

Skins Extra energy/
lives/hints Boosters/

Power-ups Unlocking new
levels, content,
or game modes Limited-time
of fe r s/D e al s
VIP/Subscriptions
(i.e battle passes) Loot box/
Mystery items
What types of IAP spenders purchase in mobile games
0%
20%
40%
60%
55
46 42 56
53
47
810
11 42
4140 41
38 36
221923
24
23
21 48
40 40
1621
19
Midcore Mike has a higher propensity to spend on VIP/Subscriptions (35% vs 23% average) and
Cosmetics/Skins (20% vs 10% average). They are also more likely to be motivated to spend to support
game developers (28% vs 18% average).
What motivates spenders to spend in a mobile game
0%
20%
40%
60%
80%
Enhance

gameplay
progression Personal
enjoyment/
satisfaction Unlock
exclusive content Participate
in an event/ campaign Enjoy
ad-free
experience Gain a
competitive advantage Support

game
developers Social
status among friends
55
59
5048
4344
403736 35
33
24 28
29
29
2021
18 171719
12 5
High-value Mid-value Low-value
Spender cohorts
High-value Mid-value Low-value
Spender cohorts
MOBILE GAMING SPENDER REPORTI N C R E AS I N G P L AY E R LT V
Select all
that apply
Select all
that apply

17
WHEN THEY SPEND
How soon spenders make their first purchase within the first 30 days
“It depends on how much I like the game, how much I want to progress, and what I expect to gain
from the bonus material I’m buying.” – Anonymous Mid-value spender
Casual Candace takes more time than other personas to warm up to their first purchase, with only
4% making their first purchase within the first couple days (compared to 7% of other personas).
When do mobile game spenders make a purchase
When a good deal appears, knowing
they’ll use the items eventually When they reach a
point where they need to progress/achieve
something in the game
0%
20%
40%
37
3132
31
24 23
It depends
2930
29
When they see an
item they desire
8 710
On a set schedule
(every week, month, etc)
2 3
3
High-value Mid-value Low-value
Spender cohorts
D0 D1 D3 D7 D30
High-value spender
Mid-value spender
Low-value spender
6%
4% 6% 18%
11%
12% 18%
20%
17% 39%
43%
43%
19% of
High-value
spenders said
that it varies.

While, 22%
of Mid and
Low-value
spenders said
that it varies.
MOBILE GAMING SPENDER REPORTI N C R E AS I N G P L AY E R LT V
Select all
that apply
If they enjoy
the game

18
INCREASING INVESTMENT FROM SPENDERS
Midcore Mike is more likely to spend
on limited-time offers (41% vs 33%
average) and holiday and event
promos (43% vs 39% average). “I want a variation of in-game events,
not just the same concepts reskinned.”
– Anonymous Mid-value spender
“I would be influenced to spend more on forever items – things you buy once to improve game enjoyment
and quality of life.” – Anonymous High-value spender
Personalized
deals based on them as a player, like
birthday discounts Personalized
deals based on their
play style, progression, or purchase history Holiday and event
promotions Limited-time offers
and discounts Daily/weekly

specials None of
the above
What types of IAP offers would influence increased spend in games
0%
20%
40%
60%
4739 39 45
4141 46
3737
343136
302727
1618
16
High-value Mid-value Low-value
Spender cohorts
MOBILE GAMING SPENDER REPORTI N C R E AS I N G P L AY E R LT V
Select all
that apply

19
How other players influence spenders’ purchase decisions
Midcore Mike is more influenced by social factors due to the multiplayer nature of their preferred genres,
particularly by multiplayer team dynamics (12% vs 6% average) and collaborative achievements and
events (13% vs 9% average).
3 4
5
34 7
10
99
710
8
23
2 10
15
16
67
7
46
6
0%
10%
20%
Social influence,
recommendations, and/or fear of missing out Suggestions/
requirements from clans
or alliances Competitive
leaderboards, challenges,
and rankings Collaborative
achievements and events Influencer
endorsements and reviews In-app gifts
and rewards from other players Multiplayer team
dynamics
and strategies Shared in-game
economy and trading opportunities
…are not influenced by social factors in their spend decisions
OF CASUAL CANDACES… OF MIDCORE MIKES… OF LUCKY LUCYS…
70% 59% 65%
High-value Mid-value Low-value
Spender cohorts
MOBILE GAMING SPENDER REPORTI N C R E AS I N G P L AY E R LT V
Select all
that apply

20
Engaging and retaining spenders

While in-app promotion remains tried and true, the industry may be
overlooking a range of engagement strategies that could drive layers of
meaningful impact. Considering initiatives like lifecycle email marketing
and robust loyalty programs could offer publishers the chance to elevate
engagement levels and minimize negative purchase experiences.
• While in-app promotion is the most popular choice for spenders
to hear about offers (39%), emails come in second at 25%, followed
by social media at 18%
• Nearly 60% of High-value spenders report they’d be more likely to spend
in games if they could receive redeemable points or monetary rewards
from their purchase, alongside half of overall spenders
• One out of five spenders (20%) report that spending negatively
affects their experience
Loyalty programs have been around for a while…But what
is new is the feeling that adding a loyalty program is the
minimum you have to offer. It has become the baseline by
which all games have to measure themselves, and part of the
offer games have to make because it speaks directly to the
players and what they want – especially since the players’
decision to spend isn’t influenced by others as much as the
kind of deal the game itself offers.
It’s [also] clear here that there are more channels to
consider and more reasons for marketers to diversify their
portfolio of channels. Part of this is to re-examine organic
and broaden our horizons to find new ways to stimulate
referral rates, for example.”
GUS VIEGAS
VP – Marketing, Cosmic Lounge
MOBILE GAMING SPENDER REPORTI N C R E AS I N G P L AY E R LT V

21
PROMOTIONAL CHANNELS
In-app promo
(pop-ups/banners) Email
Social
media Push
notifications Text message
(S M S)
How spenders prefer to find out about IAP offers
0%
20%
40%
60%
4341
35
2024
27
161622
1318
16 141212
Lucky Lucy is the most open to receiving offers through omnichannel marketing such as texts
(19% vs 13% average), emails (36% vs 24% average), and push notifications (21% vs 16% average).
“I prefer for there not to be pop-ups, but instead have tabs on the side or top [of the screen]
for promotions.” – Anonymous High-value spender
High-value Mid-value Low-value
Spender cohorts
MOBILE GAMING SPENDER REPORTI N C R E AS I N G P L AY E R LT V
Select all
that apply

22
LOYALTY PROGRAMS
Types of loyalty programs spenders commonly engage with
*
56%
Food/Delivery GroceriesGamingBankingShopping BeautyTravelNone of
the above
44% 34% 23%22% 14% 12%22%
“What I want to see more from in mobile games in 2024 is the ability to make money while I play.
I definitely spend more time playing with this incentive.” – Anonymous Mid-value spender
How loyalty programs in games would affect a spenders’ likelihood to spend *
1 – It doesn’t affect my decision at all 2
3 45 – I’m much more
likely to spend if I earn extra points/rewards
0%
20%
40%
60%
1723
25
87 17
10 20
17
131112 45
3936
High-value Mid-value Low-value
Spender cohorts
MOBILE GAMING SPENDER REPORTI N C R E AS I N G P L AY E R LT V
*Earning rewards like gift cards or in-game currency redeemable for in-game items
*Select all that apply

23
IMPACT OF SPENDING
How in-game spending affects spenders’ enjoyment of a game
“The most worthwhile [purchases] to me are the ones that last a while , so the benefit is not here
and then gone quickly” – Anonymous Mid-value spender
0%
20%
40%
60%
1612
7 11
97 28
37
41
333233
1210 12
A large part of retaining spenders is minimizing buyers’ remorse,
and with High-value spenders being the most likely to have an overall
negative connotation between spend and enjoyment (27%), it’s
important to consistently evaluate the price-to-value ratio of your IAP.
Very negatively
(I regret purchases and the spend was not worth it) Negatively
It doesn’t affect
my enjoyment of a game Positively
Very positively
(greatly improves
my experience and
enjoyment of a game)
High-value Mid-value Low-value
Spender cohorts
MOBILE GAMING SPENDER REPORTI N C R E AS I N G P L AY E R LT V

24
CHURN
Reasons a spender would stop playing a mobile game
What makes players stop spending in their favorite mobile game
“
When I feel like it is rigged to make me keep spending” – Anonymous High-value spender
“Tired of spending money and not getting anywhere in the game. Game becomes a waste of time
and money and ends up getting deleted” – Anonymous Mid-value spender
“Outrageous prices. I can spend .99 cents on a bundle of gems and sorts without blinking an eye but
when you’re asking for 9.99 a pop it’s a no go for me.” – Anonymous Low-value spender
69
55 5453
36 32
24 22
12 5
54
58
54
3434
20 26
10
0%
20%
40%
60%
80%
3
High-value spenders All spenders
Game
became too “pay to win” Too many
bugs and issues No longer able
to achieve progress To o
many ads Ran out of
things to do Ran out of
in-game
resources File size of
the game became too big Customer
service not helpful in
resolving issues A more
popular game
caught their attention Friends
switched to a different game 78
MOBILE GAMING SPENDER REPORTI N C R E AS I N G P L AY E R LT V
Select all
that apply

The state of mobile
game spending today
3
Understanding modern spender behavior and preferences across different
genres in mobile gaming is crucial for publishers to draw inspiration from
as they optimize IAP strategies effectively. Refining the delicate balance
between engagement and monetization is key to driving player loyalty and
LTV, highlighting the need for comprehensive approaches that cater to player
preferences and motivations.
• Puzzle leads the pack in average playtime thanks to mass appeal
and intuitive gameplay features, but it’s notable across a variety of
genres that there’s not always a correlation between engagement
and monetization cohorts
• High-value spenders index towards spending the most in RPG and Strategy
games, fueled by compounding monetization systems and social features
that link to deep progression and competitiveness
• Lifestyle stands out as a top genre that can effectively nurture
spend among Mid-value spenders and Low-value spenders by driving
incremental spend through monetizing on emotion alongside bite-sized
content and compelling-repeatable gameplay
25
MOBILE GAMING SPENDER REPORT THE STATE OF MOBILE GAME SPENDING TODAY
“For games in the casual and mid-core space, progression is
hugely important. Some will spend money to get to their goal
faster, and some will spend their time. Many players would
rather spend money than spend time to move forward in a
game if they feel like they are getting a valuable offer, and
that’s where game developers should focus and do more A/B
testing to find what is right for them.”
FAITH PRICE
Director – Growth Marketing, DoubleDown Interactive

26
Average playtime per spender cohort (indexed)
Note:
Our indexing method utilizes the top genre as a reference point
to determine each other genre’s position. The index value between 1-100
indicates the rank of each genre relative to the top genre.
Action Arcade CasinoLifestyle PuzzleRacing RPGShooter Simulation SportsStrategy Tabletop
0
20
40 60
80
100
High-value Mid-value
Spender cohorts
Low-value Non-spenders
Want to learn more about engagement
and monetization for mobile gaming?
Check out our 2023 Mobile Gaming Loyalty Report.
MOBILE GAMING SPENDER REPORTTHE STATE OF MOBILE GAME SPENDING TODAY

27
Average spend per spender cohort (indexed)
Average number of purchases per spender cohort (indexed)
Action Arcade CasinoLifestyle PuzzleRacing RPGShooter Simulation SportsStrategy Tabletop
High-value Mid-value
Spender cohorts
0
20
40 60
80
100
Low-value
Action
Arcade CasinoLifestyle PuzzleRacing RPGShooter Simulation SportsStrategy Tabletop
High-value Mid-value
Low-value
Spender cohorts
0
20
40 60
80
100
MOBILE GAMING SPENDER REPORTTHE STATE OF MOBILE GAME SPENDING TODAY

The future of mobile
game spending
4
Game spending is closely tied to disposable income, and with data.ai’s
State of Mobile 2024 highlighting that recent economic headwinds
disproportionately impact mobile games, it’s clear that the current economy
and inflation will continue to have a major impact on the industry. Spenders
themselves support this claim, as many plan to reduce spending this year.
28
MOBILE GAMING SPENDER REPORT THE FUTURE OF MOBILE GAME SPENDING
“Yes, it is true that players will spend less, and we have a
very unstable economy ahead of us. And this amplifies the
importance of finding new ways and new placements for
advertising and offers that allow us to find new pockets of
profitability and revenue.”
SMITH STEPHINESON DELA PEÑA
Senior User Acquisition Manager, Gameloft for Brands
“The economy is more challenging, and to get players to
spend more, you need to be more precise and personalized
on the offer you make–and this means you need to better
understand user behavior.”
GABRIEL SILVA
User Acquisition Specialist, Miniclip

29
How mobile game spenders plan to evolve their spending in 2024
Spend much lessSpend lessSpend about the same Spend moreSpend much more Undecided
High-value Mid-value Low-value
Spender cohorts
0%
20%
40%
23
1832
20
14
25
18 35
4128
14 13 37
6129
Spend much less
Spend lessSpend about the same Spend moreSpend much more Undecided
Casual Candace Midcore Mike Lucky Lucy
17
15 35
4128
15 1238
6227
17 1135
6229
0%
20%
40%
60%
SPEND LESS
SPEND THE SAME SPEND MORE
32% 35%
5%
MOBILE GAMING SPENDER REPORTTHE FUTURE OF MOBILE GAME SPENDING

30
As we move forward into 2024 and beyond, mobile game publishers will
continue to face increased competition for player wallet share and brand
loyalty. With numerous games and genres vying for a limited pool of player
spend, and players tightening their budgets given the current economy,
publishers need to strategically position themselves to build long-term loyalty
and ultimately scale in a sustainable manner.
This changing landscape demands innovative approaches to IAP strategies,
urging publishers to explore tailored offers, robust loyalty programs, and new
lifecycle marketing channels to encourage sustained player investment in the
years ahead. There may be even more flexibility in adopting these strategies
alongside the increasing shift towards direct-to-consumer (DTC) web shops,
which can yield revenue increases of up to 25% for top publishers.
“What I want to see more of in 2024 is affordable prices. Everything has gone up. People want a way to
get away from day to day stress, games are a great way to do that. Developers need to get paid as well.
At this time it might be worth it for more games to test out the lower cost but more frequent purchases
route for income.” – Anonymous Mid-value spender
How else might spender behavior change in 2024?
0%
20%
40%
60%
Spending in fewer
games overall Spending in more
games overall Spending less
frequently Spending more
frequently Purchasing
in bulk Purchasing
discounted or
on-sale items Stopping all
spend in games None of
the above
High-value Mid-value Low-value
Spender cohorts
38
223
2621
1729
27
517
3420
1339
23 713
6421
741
MOBILE GAMING SPENDER REPORTTHE FUTURE OF MOBILE GAME SPENDING
Select all
that apply

We surveyed roughly 2,000 mobile spenders, aged 18+, in the US and Canada
who were active in the Mistplay platform in Q4 2023. The survey ran between
Dec 2023 – Jan 2024.
We categorized respondents by lifetime spend in mobile games and
segmented into 3 groups
* in order to capture a broad range of trends
and insights:
• High-value spender: $100 USD+
• Mid-value spender: $10-99 USD
• Low-value spender: <$10 USD
“Other,” including open responses, were available for relevant questions but
the results were insignificant and thus omitted in the charts.
For categorical and Likert scale questions, the Top-2-Box or Bottom-2-Box
analysis method was used to summarize survey responses to measure the
overall preference or dislike.
Indexed data for playtime and spending behaviors in Chapter 3 was analyzed
across millions of users within the Mistplay platform from Q2 2023 – Q1 2024.
31
MOBILE GAMING SPENDER REPORT METHODOLOGY
Methodology
*We acknowledge that user segmentation varies greatly between publishers and genres. For the purposes of this report,
we defined these groups while accounting for broadly used industry thresholds for general discussion and the need to
capture a range of actionable insights for readers. Please reach out to us at insights@mistplay.com to share feedback on
how we can make future releases of this report more valuable.

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