Role-playing and action mobile games put players in the mood for making in-app purchases

Anne Freier

In Mobile Advertising. April 3, 2018

Mobile gamers are happiest when they are engaging in role-playing games, according to a recent survey among 1,000 mobile users globally by mobile in-app advertising company AdColony.
A whopping 88% of respondents said they were in a happy mood when roleplaying as part of a mobile game, compared to 70% of those engaging in non-gaming apps.
Meanwhile, users in non-gaming apps with feed-based environments were 1.6x more likely to be in a bad mood compared to gamers. Social app users were 1.2x more likely to be in a negative mood.
Unsurprisingly then, role-playing and action games on mobile perform well for monetisation (57%). Users currently engaged with an action game were more likely to have made a purchase (47%) than those in roleplaying games (32%).

The Rewarded Video Sentiment Study also noted that rewarded mobile ads – i.e. those offering in-app game items or in-app rewards – were strongly preferred among the younger generations. Gen Xers and Baby Boomers however prefer temporary rewards.
Older generations were also those spending more with 70% of over 45-year-olds making an in-app purchase in the US. In EMEA, younger users accounted for 68% of in-app spending whilst roughly a third (31%) of self-reported spenders in APAC were millennials.

The survey also noted that short-term rewards may be a good strategy to drive in-app purchases in the long term.