Mobile Games: Virtual Goods Pricing Report 2012

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Mobile games earn more from in-app purchases than from app sales or advertising. The key to maximizing in-app purchases is strategic pricing and assortment design. Mobile Games: Virtual Goods Pricing Report 2012 is the most comprehensive analysis and data set on pricing and in-app product assortments in mobile games yet. Based on a manually collected data of over 2,000 virtual items and over 200 virtual currency packages, it offers an unprecedented view to the monetization tactics of top-grossing games like Kingdoms of CamelotSmurfs' VillageTemple Run and DragonVale.
 
This product is contains a 16-page report that summarizes the key pricing insights and strategies from 26 top-grossing mobile titles, as well as an Excel file that contains the complete pricing data for all items in all titles. The report features immediate insights while the data set provides additional graphs and tables and facilitates your own analyses (e.g. full info on a particular game).
 
Experienced developers will appreciate the ability to benchmark their offerings against competing titles with zero homework required. New developers will benefit greatly from seeing how others design and price their virtual goods and currency lineups. It's no secret that top publishers are spending hundreds of thousands of dollars on research and experimentation to determine best-selling prices and virtual goods assortments. Our reports and data offer a very cost-effective shortcut to some of the most important insights in the area.
 
Includes data collected from games published by Capcom, EA Games, Funzio, Gree, Kabam, OMGPOP and others.
 

Report Contents

The report is delivered digitally as fully unlocked PDF file.
  1. Introduction and definitions - Mobile games, virtual goods, virtual currency, SKU
  2. Virtual goods catalog sizes in mobile games - Influence of game genre and age on catalog size
  3. Pricing virtual goods: general distribution - Introductory goods, popcorn goods, whale harpoons, average and median prices
  4. Pricing virtual goods: price points - Price points theory, price points in mobile games
  5. Vanity goods and functional goods - Assortment design and pricing
  6. Durable goods and consumable goods - Usage-based consumables, time-based consumables, planned obsolescence
  7. Pricing and bundling virtual currencies - Quantity discounts as a function of bundle size, price points
  8. Research methodology - Sample definition, data collection process, conversion of prices to USD
  9. Appendix: Title overview - Genre, publisher, developer, demographic, top grossing rank 

Figures

  • Figure 1. Catalog sizes in mobile games
  • Figure 2. General distribution of virtual goods prices in mobile games
  • Figure 3. Dominant virtual item sticker prices in mobile games
  • Figure 4. Number of sticker price points in mobile games
  • Figure 5. Proportions of vanity and functional goods in mobile games
  • Figure 6. Overall shares of vanity goods and functional goods in mobile games
  • Figure 7. Dominant functional item sticker prices in mobile games
  • Figure 8. Dominant vanity item sticker prices in mobile games
  • Figure 9. Overall share of durables and consumables in mobile games
  • Figure 10. Quantity discounts: relative price of one unit of currency at different currency package sizes, by title
  • Figure 11. Dominant currency package price points in mobile games

Tables

  • Table 1. Introductory goods and popcorn in mobile games, by title
  • Table 2. Most expensive virtual goods in mobile games, by title
  • Table 3. Minimum, maximum and average sticker prices for hard currency virtual goods in mobile games, by title
  • Table 4. Minimum, maximum and average sticker prices for soft currency virtual goods in mobile games, by title
  • Table 5. Dominant virtual currency price points in mobile games

Data Set Features

  • Delivered as a handy Excel file
  • Over 2,000 rows of data on virtual goods
  • 13 columns of data for each good, including title, item name, item type, in-game price, USD price, durability, number of uses
  • Over 200 virtual currency packages, with data on package size (amount of currency contained) and price
  • Background details on our sample of 26 game titles: genre, publisher, developer, demographic, top grossing rank
  • Over 30 ready-made pivot tables, tables and graphs on assortment analysis, sticker price analysis, unit price analysis, currency analysis and item attribute analysis
All publisher names, game titles, items and currencies mentioned on this website and in the Reports and Data are copyright and trademarks of their respective owners and used under Fair Use for identification and reference purposes only. Virtual Economists Ltd makes no claims of ownership or affiliation.
 

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