[casual_games] Club Penguin's Conversion Rate

[James C. Smith]

You are comparing conversion of two different things.  On the case of Club
penguin you are measuring purchases per visor but for downloadable games you
are measuring purchase per download when you should really looking at
purchases per visitor if you want to compare it to Club penguin.  

 

Let's say 10 visitors come to your sight, and they each try 5 games, and
then 1 guys buys one of those games.  So you had 50 download and 1 purchase.
You only converted 2% of your downloads but you converted 10% of you
visitors.

 

 

I believe many visors do try several games before deciding which one to buy.
Measuring purchases per download makes it seem like this is a bad thing.
Measuring purchases per visitor or average revenue per user (ARPU) are much
better ways to compare to subscription plans.

 

--James

 

-----Original Message-----
From: casual_games-bounces at igda.org [mailto:casual_games-bounces at igda.org]
On Behalf Of Erin Hoffman
Sent: Tuesday, February 24, 2009 3:56 PM
To: casual_games at igda.org
Subject: [casual_games] Club Penguin's Conversion Rate

 

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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