How powerful is a combined price drop and feature on the Apple App Store for a paid game? The answer is extremely powerful.
The Apple App Store recently featured 12 paid games along with price drops for seven days. Distimo AppIQ data estimates showed that the 12 games grew total global revenue an average of 437 percent in the seven days the games were featured in the Apple App Store with a price drop. Additionally, the games increased total global downloads an average of 1,000 percent during the same time frame.
Here’s the 12 paid games, along with their original price and sale price, that were part of the Apple App Store promotion:
- Infinity Blade III: $6.99 to $2.99
- The Room Two: $2.99 to $0.99
- Limbo: $4.99 to $1.99
- Badland: $3.99 to $0.99
- Horn: $6.99 to $2.99
- Epoch 2: $4.99 to $0.99
- Shadow Blade: $1.99 to $0.99
- XCOM: Enemy Unknown: $19.99 to $9.99
- Final Fantasy IV: $15.99 to $7.99
- Battle Supremacy: $4.99 to $1.99
- Duet Game: $2.99 to $0.99
- Ravenmark: Scourge of Estellion: $9.99 to $2.99
Impact on Revenue
For this analysis, we compared downloads and revenue data estimates for all 12 games from the week of the promotion (February 27, 2014 to March 5, 2014) to the previous week (February 20, 2014 to February 26, 2014). As stated earlier, the 12 games augmented total global revenue (combined one-off and in-app revenue) an average of 437 percent in the seven days during the promotion.
The three games that possessed the largest revenue total during the promotion were Infinity Blade III, The Room Two and Duet Game. The game that felt the greatest impact on revenue from the special was Duet Game, which saw average total revenue increase 1,528 percent (above).
The discoveries from these 12 games support data we reported in our January 2013 publication The Impact of Price Changes, which showed that a price drop alone can greatly advance revenue for paid apps on the Apple App Store.
Impact on Downloads
The three games that gathered the largest downloads total during the special were The Room Two, Duet Game and Badland. Mobile game developer Kumobius’ Duet Game also experienced the greatest impact on downloads from the special. Average total revenue for Duet Game swelled 3,460 percent (above). Other games with notable increases in average total revenue were Ravenmark: Scourge of Estellion with a 1,890 percent increase and Horn with a 1,304 percent increase.
Exposure for your app in the featured section of the Apple App Store is a welcoming sight to any developer. It’s not only welcoming, it’s also effective.Scott Reyburn