[casual_games] Club Penguin's Conversion Rate
Aaron Murray
aaron at tandemgames.com
Tue Feb 24 20:25:44 EST 2009
James - this would be great information to know. What percentage of visitors
download a game? What is the average number of downloads per visitor? These
numbers would help level the comparison quite a bit.
Our numbers vary by source, but we typically convert 30-35% of site visitors
into registered players. This "feels" low to me, and I'm actively working on
some new methods to increase those numbers because we're already paying for
that traffic- I should try harder to monetize it.
-Aaron
On Tue, Feb 24, 2009 at 6:32 PM, Erin Hoffman <erin.n.hoffman at gmail.com>wrote:
> Hi James -- this taken into consideration, do you know of available
> figures that specifically compare unique visitors : downloads :
> purchases for casual sites? I don't typically see that figure, only
> instead the usual 'conversion' percentage.
>
> In the case of Club Penguin or similar, there's another layer of
> difference also that may equate loosely to download -- registration.
> Not all visitors to a CP-type will register, so #unique visitors
> doesn't equal registered free users. But you're right that there'd
> still be a discrepancy on the download count in that one unique
> visitor may result in multiple downloads, whereas on a F2P site it
> will generally result in only one registered account -- though at
> least on GoPets we found frequent instances of multiple account
> registrations from a single user, which is going to be dependent on
> whether your game mechanics incentivize users to register multiple
> accounts (to farm resources, for instance).
>
> How would you recommend separating these factors to generate a fair
> comparison? #unique visitors : purchase/subscription?
>
> --Erin
>
> On Tue, Feb 24, 2009 at 4:24 PM, James C. Smith <james at reflexive.net>
> wrote:
> > 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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--
Aaron Murray
Technical Director, Founder
Tandem Games
www.TandemGames.com
www.DomainOfHeroes.com
"Fun for All. All for Fun."
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