Appcharge, a direct-to-consumer (DTC) payment platform for mobile game publishers, has published a first-of-its-kind report analyzing over $500 million in web store transactions.
The report shows sharp differences in payment methods between regions, underscoring the complexity of the rapidly growing web store market, driving the need for developers to have universal solutions, rather than managing myriad forms of payments.
In other words, the key takeaway is that if a developer is not supporting the payment methods players trust, they are making it harder for them to spend. And if it’s harder to spend, they won’t.
The data also reveals purchase behavior pointing to the importance of initial store experience for the player, as well as the untapped opportunities that follow a player’s first purchase.
As publishers increasingly embrace web stores to boost margins and deepen player relationships, understanding behavior within these stores becomes more and more business-critical. New data from Appcharge’s report articulates the sheer intricacy behind storefronts catering to the preferences of a global playerbase. Key findings include the following:
- Credit cards aren’t always king: While credit cards are the globally dominant payment method for web store transactions (35%), credit card usage drops to just 7% in the Netherlands and 6% in Poland, where players prefer iDEAL and Blik respectively.
- PayPal is essential in Germany, but not a universal solution: In Germany, 64% of web store transactions happened via PayPal, compared to a global average of 22%.
- First-time purchases take time, but buyers stick around: The median time from first visit to first purchase is 2.6 days. Many players need multiple touchpoints before they feel ready to make a purchase. Once they do make their first purchase, 50% of them make a second purchase.
“If you’re not adapting to player preferences, you’re alienating them and ultimately leaving money on the table. And If you’re not optimizing for repeat purchases, you’re also leaving serious lifetime value on the table.
Interpreting and handling this complexity is where we come in. Publishers need solutions that adapt to the diverse ways people play and pay. As a company by game-makers for game-makers, we focus on serving the customer in a way that ultimately helps developers and publishers.”
Fanny Beili, VP Product at Appcharge.
You can download the full report here.
