Study: Mobile gamers exposed to loyalty programme spend 12% more

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By: RickFerguson |

Posted on July 21, 2016

Mobile coalition loyalty platform koomalooma presented this week the results of its study of 5,000 Turkish mobile gamers at Gamescom 2016 in Amsterdam. The research includes the effect of a loyalty programme on the game players' retention, repeat purchases, and the programme's ROI figures. The results: 12% increased spend and higher retention among the core test gaming group.

Kooma-looma is an open coalition loyalty programme and platform that allows mobile and web companies to manage reward programmes. The platform is a digital points-based programme that rewards users for their mobile and online purchases to obtain rewards and gifts such as mobile operator top-ups, smartphones and tech gadgets.

As of January 2016, the kooma-looma loyalty programme has been made available through mobile payments to a cluster of 5,000 Turkish players of free-to-play desktop games. Through the loyalty programme, these 5,000 gamers collect points for each in-game purchase. The points can be used to redeem rewards such as mobile phone top-ups and other prizes.

The research compared the in-game spending behaviour of users exposed to the loyalty programme to the spending behaviour of another homogenous cluster of gamers not aware of the programme. The first 5 months have seen gamers exposed to the loyalty programme spend on average 12% more than those who weren't exposed to the programme. The introduction of the loyalty programme resulted also in a stronger retention of game players (10% higher after 4 months) as well as increased purchase frequency rates.

To receive a copy of the full report, visit the kooma-looma website here.



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