How to convert players into payers

According to the market analysis platform Newzoo, which specializes in games, 3.38 billion people around the world will be playing video games in 2023. This represents a year-on-year growth in the number of gamers of +6.3%. On a business level, industry forecasts are to generate revenues of $187.7 billion worldwide (+2.6% year-on-year growth).

With these numbers and more than half of gamers spending at least 8 hours playing per week, marketers have a great opportunity to connect with a highly loyal audience to turn their gaming experience into a consumer experience as well. Here’s how.

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Beyond installs: How to generate revenue with in-app purchases

Factors influencing gamers’ purchasing decisions

Gaming and entertainment environments are a great opportunity to create a positive experience around a brand and, consequently, attract buyers. However, not just anything works. To convert players into consumers, you should keep in mind:

1. The gaming context and relevance: Contrary to how it may seem, most gamers (69%) are open to consuming in-game advertising as long as the ads do not interrupt their gaming experience. Especially if it is contextually relevant advertising related to the content of the game they are enjoying. In fact, 57% of gamers are willing to buy a brand whose ads are relevant to the content of each game.
2. Content that adds value and is exclusive: you must offer the player something they are willing to pay for. As simple as that, whether it is a reward that rewards them for continuing playing and, consequently, you can increase their lifetime value (LTV) and build loyalty; or a purchase (in-app purchase) of a physical or digital product or service adapted to their profile. In this sense, it is important that you keep in mind that when we talk about gamers, we are no longer referring to the young male stereotype with little social activity of a few years ago. Today’s gamer has an increasingly diverse profile, and this is a great competitive advantage for brands.
3. Ad placement: 43% of gamers admit that the environment in which a brand is advertised influences their purchase decision. It is therefore important for brands to advertise in safe environments and not place their advertising in locations considered risky, such as those with violent, sexual or drug use content, among others.
4. The device: it is important to take into account the devices from which gamers play the most in order to get the most out of it. According to a recent study by Integral Ad Science, 82% play on mobiles, followed by consoles, therefore the most sensible thing to do is adapt your ads and purchase offers to these platforms and their formats.
5. The difficulty and time of understanding the purchase benefit: for a player to decide to interrupt their free play experience to make a purchase, they must understand the benefit of that purchase clearly in very few seconds. Hence the need to use simple calls to action (CTAs) and videos that capture the interest of the gamer and easily convey the benefits of the purchase.
6. The value of a free trial: especially when it is the first purchase made by a user or when you offer a subscription system with recurring payments, offering a free trial so that the gamer can experience the benefits of that purchase first-hand before making it is of great help. Even if it be for a limited time. This trial experience will always be closer to conversion than an ad that needs to summarize and explain it all. What’s more, the end of the free trial can be the most ideal time to launch discounts and get consumers more easily.
7. The visibility of paid products: When non-subscribers or non-buyers clearly see who is VIP in a game and the kind of benefits they have access to, they are more likely to be curious to try it and become buyers as well. The most common way to give visibility to premium products is to distinguish VIP players with badges next to their account names to always make a difference.
8. The evolutionary benefits: showing the gamer that if they make a purchase now they will be able to get a greater benefit in the future, it will encourage them to make the decision to make the purchase at that precise moment instead of postponing it. Another good idea is to offer ever-increasing benefits as players spend more time in the game or app and invest more money.

All these determinants influence when converting a player into the consumer of your brand, as does the creativity of the ads you implement and the specialized partner you choose to work towards this goal. At Tappx, we have a specialized user acquisition team that can help you attract new users and therefore buyers to your app or game. Just contact us and let us know what you need.