One of the side effects of lawsuits between technology companies is that we see unpublished data. Figures that, otherwise, would never have seen the light. In the present case, thanks to the Epic Games ruling against the App Store, we discovered some very interesting data about the gamers. Is about the so-called whales from the App Store, those users who spend large amounts of money on in-app purchases of games. We can finally put numbers on this strange and lucrative kind of user.
The whale hunt user in games
The exact definition of whale user has been changing over the years, to become more specific. Initially, it was about the user who simply spends a lot. Then the user who spent a specific amount of money in his entire “useful” life. And finally, those who spend more than a specific amount every month or week.
In a way, this evaluation of the whale user has been adapted to the forms of purchases of a game that have emerged in recent years. So, if at first a player could buy a collector’s edition From a physical game console, we now have in-app purchases of smartphone apps. With them came the creation of digital content to keep these users hooked, combining it with the creation of passes or seasons that attract them over time.In this sense, there are two differential aspects according to the CEO of DeltaDNA, Mark Robinson:
Some [de estos usuarios] they will spend to gain a competitive advantage, while others will spend for cosmetic reasons. However, the spending pattern is different in both. Players who pay to win burn much faster, while those who are in the game want to personalize the experience and are more sustainable.
Therefore, although having whale players of the first type is very attractive, the interesting thing for a game of this type is also having the second. In this way, you ensure a sustained income and business. In return, yes, to generate content constantly.
How are the whale players of the App Store
In a section of the sentence of Epic and Apple, Judge Yvonne Gonzalez Rogers leaves in a few paragraphs essential information about the whales from the App Store. Specifically, it is about users who play games and not the rest of the apps. This distinction is due to the fact that the games free-to-play They are the ones that traditionally have unlimited spending mechanics, facilitated by the IAP system (the same one used by Epic’s Fortnite).
With this in mind, an example is taken from an Apple document provided in the trial where figures for the third quarter of 2017. Figures are for the entire App Store, including games and non-games:
- Whale users (spending> $ 450): they account for less than 0.5% of total users and generated 53.7% of App Store revenue.
- Average users (spending between 15 and 450 dollars): they represent 7.4%, generating 41.5% of income.
- Low users (spending <$ 15): they account for 10.8% and generated 4.9% of revenue.
1% of players are responsible for 64% of total revenue, spending on average almost $ 2,700 per year
The rest of users represent 81.4% of the total, contributing zero dollars to the revenue of the App Store. More specifically, a similar but similar user distribution is detailed below. focused only on games:
- Whale game users: 1% of the players, generate 64% of the income spending 2,694 dollars per year.
- Medium-high game users: 3% of the total, generate 20% of income spending 373 dollars a year.
- Average game users: 2% of the total, generate 4% of income and spend $ 104 per year.
In other words, 6% of all App Store players are responsible for 78% of their revenue.
Skirting the slot machines
Of course, there are people who spend thousands of dollars on games from the App Store is shocking. Especially when we apply percentages to absolute user numbers, where we can see that 0.5% of more than 1 billion users there are about 6 or 7 million people all over the world. That’s the number of whale users on the App Store.
When we consider a video game with lights, sounds and integrated purchases, it is inevitable to think of slot machines. Games that mimic its mechanics are the order of the day. However, we must make an important distinction.
As we said at the beginning, there are players who pay to continue playing or playing better with superior weapons, extra lives and faster reloads. But the player who pays for customize your experience with outfits, hats or cosmetic changes to weapons without having any other effect. There are two ways of looking at the game: in the first, the goal is to win; in the second, the goal is to be different and unique.
It is in those games where you pay to win in which more resemble slot machines, since one keeps putting coins in them to continue playing and thus win to obtain prizes. And given the increased scrutiny in digital stores and, specifically, the App Store, the day is not far off when the authorities begin to consider putting some kind of limit on the mechanics of loot boxes.