Analytics and marketing platform deltaDNA released new insights into the spending habits of “whales” in free-to-play mobile games. These whales are the players who generate the most revenue in free-to-play games, and they account for 5 percent of spenders and fewer than 0.1 percent of all players.
deltaDNA analyzed the spending habits of 1 million whales who have spent more than $100 in free-to-play mobile games since July 2015, and it found that the “typical” transaction value across all in-app purchases made by whales was $20. In addition, the report showed that 54 percent of whales have never made an individual purchase worth more than $50.

deltaDNA?s data showed that whales who account for $100 to $200 of lifetime spending complete 11 in-app purchases on average, while “mega-whales,” or those players who account for more than $1,000 of lifetime spending, will make 55 in-app purchases on average. For these mega whales, the average value of each in-app purchase is $39. In a blog post, Isaac Roseboom, head of insight at deltaDNA, commented:
These statistics reveal much about the mindset of whales: They do not set out to spend (hundreds of dollars) in-game, but spend modest amounts over time that can add up to significant sums. This tallies with the typical engagement players have with mobile F2P (free-to-play) games, in short, intense daily sessions. Developers should use this insight to optimize whale monetization. Very expensive ind...