Payers Behaviour in Mobile Midcore & Hardcore Games

Key insights

5 takeaways

01
97% of in-app revenue in hardcore and mid-core mobile games comes from repeat purchases, while single purchases from 36% of targeted users only generate 3% of revenue.
02
Users who have already made a purchase are highly likely to make a second one, with the majority of first-time purchasers becoming repeat payers.
03
Targeting payers (especially within 1-14 days), lapsed payers, and new installers are key strategies for retargeting in mid-core and hardcore gaming apps.
04
Approximately half of repeat purchasers make a second purchase on the same day as their first, and 25% do so within 1 to 7 days.
05
The likelihood of a user making a second purchase drops from 77% to 54% after 22 days, highlighting the importance of early engagement.

Summary

Effective marketing for mid-core and hardcore mobile gaming apps relies on strategic audience segmentation and targeted re-engagement to maximize lifetime value. Hardcore titles, such as MMORPGs and MOBAs, demand high player investment, while mid-core games balance complex world-building with accessible mechanics. Because 97% of in-app revenue in these genres is generated by repeat purchases, the primary objective of a successful retargeting program is to convert initial payers into habitual, long-term spenders.

Data indicates that targeting specific cohorts—namely existing payers, lapsed payers, and new installers—is essential for growth. While 36% of targeted users may only make a single purchase, those who complete a second transaction are significantly more likely to continue purchasing. Furthermore, early intervention is critical for new installers, as 70% to 80% of users churn on their first day. Optimal activity windows for re-engagement typically fall between one and 14 days post-purchase, as the probability of a second purchase drops from 77% to 54% after 22 days of inactivity.

Performance measurement requires balancing immediate metrics with long-term incrementality. While attributed return on ad spend (ROAS) and purchase cost-per-acquisition (CPA) offer granular, fast-acting insights for campaign optimization, they do not account for organic cannibalization. To address this, marketers should utilize uplift tests on app opens or purchase values. Although these tests require more time to achieve statistical significance, they provide a more accurate assessment of the true monetary impact of retargeting efforts. Ultimately, success in this sector is driven by a multi-pronged approach that combines precise audience segmentation with rigorous, incrementality-focused performance analysis.