Comments on: Age (and ARPPU) ain’t nothing but a number: Data on how age impacts social gaming monetization

By: Teemu Kurppa

Teemu Kurppa — Wed, 30 Sep 2009 22:06:22 +0000

Susan, any chance that you could post more detailed split of 20-29 age group? Is it heavily skewed so that 20-22 generate most of the revenues and 25-30 is similar to 30-39 age group?

By: Teemu Kurppa

Teemu Kurppa — Wed, 30 Sep 2009 15:06:22 +0000

Susan, any chance that you could post more detailed split of 20-29 age group? Is it heavily skewed so that 20-22 generate most of the revenues and 25-30 is similar to 30-39 age group?

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By: Paul

Paul — Thu, 24 Sep 2009 12:57:06 +0000

Great report, has there been any research in breaking this data out by gender as well?

By: Mike Su

Mike Su — Wed, 23 Sep 2009 22:28:16 +0000

Great data…thanks for sharing! Not to get greedy, but would also be useful to get some ranges on an individual game basis. Not the direct numbers for a specific game, but rather to know an effective game gets $X ARPPU, while a poorly designed game gets $Y. Gambit is in the interesting position of aggregating across a number of app developers and has insight into a broader view of data.

As a side note, the industry really needs to come up with a better acronym than ARPPU, which is easy to read but impossible to pronounce differently than ARPU without spitting all over someone.

By: Andrew Chen

Andrew Chen — Tue, 22 Sep 2009 23:03:41 +0000

I think Gambit's user base is skewed, but is probably representative of offer platforms in general imho. But good point

By: Edward S. Baker

Edward S. Baker — Tue, 22 Sep 2009 19:15:59 +0000

Great post. I agree with @Ryan though. Since Gambit's user base could be skewed, it would be helpful to see paying users as a percentage of total users in each age group (=ARPU/ARPPU).

By: Ryan

Ryan — Tue, 22 Sep 2009 18:32:52 +0000

insightful post Susan, thanks for sharing.

would be helpful to see a breakdown of total users by age as well (i.e., ARPU segmentation by age). that is the missing piece of the puzzle to determine value by age group in Gambit's context (e.g., things look very different if the 50+ age group represents .001% vs 1% of users in the network @ that 0.3% total revenue) and would help inform others in triangulating in on the value of the demo they serve.

By: csun

csun — Tue, 22 Sep 2009 17:33:38 +0000

Thanks for sharing these stats and the commentary.

By: Upasana Taku

Upasana Taku — Tue, 22 Sep 2009 16:11:47 +0000

Susan – awesome data usage to explain your point!

By: Kingsley Joseph

Kingsley Joseph — Tue, 22 Sep 2009 15:50:58 +0000

I'd love to see what the ARPU or ARPPU curve looks like. I suspect from anecdotal evidence and some conversations with industry insiders that a few outliers skew averages tremendously. Depending on if that's true, you'd want to go in for a customer nurturing strategy vs a casting a wide net strategy.

By: Andrew Chen

Andrew Chen — Tue, 22 Sep 2009 15:25:02 +0000

One potential implication is that social gaming is mostly made of 13-30yos anyway, and while the ARPU numbers are high for the 30+ set, it won't counteract the full MASS of young users

By: Ted Rheingold

Ted Rheingold — Tue, 22 Sep 2009 14:56:26 +0000

Great post. Thx to Susan, Gambit & Andrew for posting.

I have not been able to gather enough data, but I have a suspicion that adults with children are curtaining their entertainment-related online spending due to the recession even though they haven't reduced their childrens' budgets.

If this is true and the economy rebounds on main street (whenever that is) I bet we'll see the overall spend of the 40+ crowd increase rapidly.

By: Susan Su

Susan Su — Tue, 22 Sep 2009 14:47:00 +0000

It's ARPPU (average revenue per PAYIING user), and yep, the data covers 1 month.

By: Andrew Chen

Andrew Chen — Tue, 22 Sep 2009 14:44:28 +0000

average revenue per PAYING user per month