A new report from Mistplay sheds light on some of mobile gamers’ behavior and relationship with gaming, including how monetization affects them. According to the company’s 2024 Mobile Gaming Growth Report, mobile growth in 2025 will be characterized by new marketing initiatives and new monetization models as developers and game creators strive to increase user acquisition costs and revenue. It will be. Mobile game creators are also expected to leverage brand collaborations and reward programs to reinvigorate user interest and retention.
According to Mistplay, mobile games face some challenges when it comes to keeping players focused on the game. The goal is to prevent users from “leaving” the game and never coming back to play. One of the report’s findings shows that there are several reasons for player departure. 77% of surveyed gamers said they would leave because of an imbalance between gameplay and monetization, and 66% said it was due to a similar dissonance between gameplay and in-game advertising.
Ramanand Reddi, Chief Product Officer at Mistplay, said in a statement: “As mobile game publishers face continued challenges heading into 2025, the core opportunity lies in rethinking traditional approaches to growth and communicating that mindset to all teams.” Adapt. Someone who can fully embrace gender and innovation to drive revenue growth and combat price increases. [customer acquisition cost]which will ultimately enable sustainable growth of the game. ”
Player advertising and alternative monetization
According to a report from Mistplay, one of the most reliable ways to reach new players is in-app advertising. 67% of players report discovering new games that way, and many gamers report discovering new titles on social platforms like Instagram, YouTube, and TikTok. However, the report also shows that 48% of players report feeling overwhelmed by the amount of games on offer. This means it is oversaturated.
Another part of the report provides more details on consumer behavior. According to Mistplay, 75% of players take additional steps like researching more information and reading reviews before installing a new app. This means that maintaining a good reputation is also a key factor in avoiding player defection. Players have reported to Mistplay that they left the game because it “felt too pay-to-win” (77%) and because of disruptive advertising (71%).
Considering how informed players are, Mistplay suggests that game developers can offer other monetization options. These include subscriptions, premium titles (with a single setup cost for the entire game), direct-to-consumer web shops, and more. At this time, some of these options are not as successful with consumers as others. Only 14% of surveyed players have interacted with a DTC shop. However, the report also shows that these options have room for growth.
The Mistplay report states: “DTC web shops are an emerging strategy and are rapidly expanding with the return of subscription models and the continued exploration of IP collaboration for new IAPs. The aim is to diversify beyond monopoly and adapt to changes in player behavior. Investing early in these future monetization models opens the door to growth. [lifetime value] This is because the adoption rate increases over time. ”
