[casual_games] Club Penguin's Conversion Rate

[Aaron Murray]

I suppose I can toss in our figures here as well...why not...though they
aren't for a casual download. We have a text-based MMORPG (Domain of Heroes)
for people to play while they are at work.
The conversion rate this month is about 4.8%
Average 3 month spend per paying player is about $31.13  (it has only been
live since the end of Oct, so we don't have a full year's figures)

The business model is F2P with microtrans.

-- 
Aaron Murray
Technical Director, Founder
Tandem Games
www.TandemGames.com
www.DomainOfHeroes.com
"Fun for All. All for Fun."



On Tue, Feb 24, 2009 at 5:55 PM, Erin Hoffman <erin.n.hoffman at gmail.com>wrote:


> Hi all,

>

> I don't think Club Penguin is traditionally identified as a "casual

> game", but I know there are a few marketers on the list who might have

> access or thoughts on these statistics.

>

> The customary conversion rate for casual games is 1% -- 1 in 100 free

> downloads will convert to a purchase. This tends to also apply where

> casual games intersect the F2P MMO market. Club Penguin, however,

> converts at a rate of 5.8% -- they maintain around 700,000 paying

> users out of 12 million account holders, and these subscribers also

> "over-spend" on Club Penguin goods, averaging between $50-70 per year

> on Club Penguin purchases.

>

> Is there any research or existing thought on why Club Penguin converts

> at such a large rate? I realize it's so far considered an aberration

> (a 'hit'), but what all could be contributing to its unnaturally large

> conversion rate? Is it strictly a matter of demographics?

>

> Thanks very much,

> Erin

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