The social games industry is maturing. The emergence of more complex and more challenging games has a positive effect on the overall industry. Despite a drop in the average monthly spending, we also recorded a substantial increase in the overall conversion rate among social gamers.
In April, the average paying social gamer in the United States spent $37.59, which is about $8 less than the same month last year, when the average social gamer spent $45.58.
Although spending was higher per paying user last year, today the number of people spending is much larger. For April we recorded a conversion rate, across all genres, of 2.5%, compared to 1.4% a year earlier. This suggests that social gamers have become more comfortable with paying to play.
One key driver of this trends are mid-core games, which represents a different audience segment than ‘classic’ social games. This new group of social gamers spends more. A lot more. Compared to Farming-type games, Strategy & Combat games yield more than three times as much per paying user. At the same time, Farming has been on a decline over the last few months.
At an expected $1.8 billion for 2012E, the North American market captures the lion’s share of social game spending in Western markets, with Europe generating a combined total of $1.4 billion (€1.1 billion EUR). By 2015E the worldwide social gaming market, including mobile social, is expected to reach $13 billion.
SuperData’s Social Game Metrics service address the demand for broader global insights into social gaming and market comparisons using consistent measures and definitions across different geographies. The service offers a monthly overview of industry-relevant performance indicators such average revenue per paying user (ARPPU), conversion rates, and lifetime value. For more information, please go here.
Over the past year SuperData has successfully built relationships with publishers and developers to obtain a representational online gaming panel. Today, SuperData tracks over a million paying online gamers every month, which provides its clients more accurate insight than traffic numbers or survey-based results.