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日本語8 popular types of in-app purchases for mobile games (Pt. 2)
Posted on 十二月 12 2024
Continuing from the first four types of in-app purchases, the following strategies showcase additional ways to engage players and maximize game monetization.
5. Exclusive characters and items
Exclusive characters and items are highly versatile in-game purchases that cater to various genres like RPGs, shooters, and strategy games, offering unique characters, units, or equipment. According to Google’s 2022 Mobile Gaming Insights Report, unlocking special items or characters ranked as the second-most popular IAP, with 30% of players making such purchases within six months.
Pairing exclusive, powerful items with limited availability through IAP heightens their appeal, especially when integrated with seasonal campaigns, creating urgency to buy before the offer ends. Exclusive items featured in content updates also serve as effective LiveOps marketing tools, providing opportunities to tease upcoming content. This type of IAP boosts both player retention and acquisition.
Type: Durable
Example: Marvel Contest of Champions by Kabam Games Inc. introduces popular Marvel characters, known as "Champions," as paywalled IAP. Periodic releases of new Champions keep players engaged, driving both gameplay and monetization by appealing to fans of Marvel heroes and villains.
6. Extra lives, energy, or hints
Extra lives, energy, and hints are common in-app purchases that help players progress through challenging levels in mobile games. These IAPs are particularly effective in puzzle, adventure, and strategy games where players face obstacles requiring additional resources to continue or avoid delays.
Given that progression is a primary motivator for players to revisit their favorite games, offering extra energy as an IAP aligns well with level-based systems. This type of purchase enhances the player experience by eliminating interruptions, allowing them to maintain momentum and satisfaction.
Type: Consumable
Example: Candy Crush Saga lets players purchase health replenishments to continue matching candies on their current board, effectively monetizing moments of high engagement.
7. Loot boxes and gachas
Loot boxes are virtual crates containing random in-game items or rewards, commonly found in various game genres. In 2020, 58% of the top-grossing Android games featured loot boxes as a monetization mechanism. These IAPs offer players a chance to acquire a range of items, from common to rare, and are especially popular in RPGs, shooters, and sports games, where chance-based rewards introduce an element of surprise and can offer advantages in gameplay or combat.
A similar system, "gacha," is a popular form of loot box, particularly in Asian markets but gaining traction in the West. Gacha mechanics are typically seen in mobile RPGs, anime-themed games, and collectible card games, where players can "gacha" to acquire specific items, characters, or units, often with varying rarity levels.
While loot boxes tend to offer a broad array of rewards, gachas focus on specific categories of items, enhancing gameplay experience through targeted acquisitions.
Some countries have introduced new regulations to limit loot boxes, as they are sometimes considered a form of gambling.
Type: Varies
Example: Star Wars: Galaxy of Heroes by EA Games features Reward Crates that players can unlock using keycards, a form of in-game currency.
8. Ad-free or VIP experience
An ad-free or VIP experience is a one-time purchase (or subscription) that allows players to enjoy uninterrupted gameplay by removing in-game ads. This option is highly sought after, particularly in free-to-play games featuring in-app ads (IAA), as it provides a more immersive experience across various game genres.
Several factors drive the popularity of this IAP:
①25% players report that in-game ads negatively impact their gaming experience (Google).
②53% of players say "too many ads" is the reason they stop playing a game (2023 Mobile Gaming Loyalty Report).
③11% of first-time purchases in Android games are made to remove ads (Unity).
Type: Durable
Example: Monument Valley 2 offers a "plus" version without ads, along with an IAP for players who want a more premium, ad-free experience.