Given the current surge in online consumer analytics to fuel monetization strategies, tailoring offers with an eye toward player preferences and behavior has become a critical move for mobile games. This article from Xsolla’s Senior Product Owner, Pavel Savkin will show why offering users what they need at key moments in their game experience helps align the game's goals with the players' desires, improving game metrics. Read on to discover how leveraging player data to create individualized offers can significantly increase your Web Shop's user engagement, conversion, and your game's revenue stream.

Player behavior data works - proof by the numbers

• Research by Adjust reveals that users spend 34% more time in games with content customized to them. Why? It makes the gameplay more engaging and relevant.
• In-game purchase revenues increase by 30% when personalized offers are promoted. Why? Players are more likely to purchase when they see offers that match their desires and gameplay style.
• According to Swrve, personalized push notifications increase retention rates by 25%. Why? Matching players' interests and progress encourages them to return to the game repeatedly.
• Tailoring offers in a game’s Web Shop can reduce customer churn by as much as 15-20%, creating a more loyal and satisfied user base.
• Reports by GameAnalytics reveal that, in 2024, about 90% of mobile games used customer data technology to enhance player experience and increase game revenue. The rise of AI also helps segment your audience, create more relevant offers, and significantly boost user retention and loyalty.

Building a player-centric Web Shop experience

Crafting a high-quality personalized shopping experience requires several key elements:

• Accept that data is king: Games collect user data on gameplay behavior, purchases, regional trends, and devices, allowing for segmentation into cohorts for targeted experiences.
• Iterate and refine: Customized offers won't always be perfect. Perform A/B tests on smaller user groups to see which versions resonate best. Refine pricing and content based on regional trends and demographics.
• Design highly targeted offers: Understand the purpose behind each offer. A “welcome” offer aims to convert new users and helps identify potential paying players. Tailor offers to different segments – for instance, highlight exclusive content for whales and re-engagement offers for non-paying users.
• Curate the content: Don't overwhelm users with irrelevant offers. If an offer isn't converting after a set period, it's likely not engaging them. Hide these to avoid clutter and try something different.
• Remember to localize pricing! Failing to personalize the regional experience can negatively impact sales.

Let’s look at an example scenario that puts this approach into practice. A game developer creates a unique offer for users who typically make two monthly purchases. It includes exclusive skins, rare items, and a limited-time booster priced at $10.99. To determine optimal pricing, they A/B test with two user groups: one sees the $10.99 offer, and the other sees a different price point. The developer analyzes both sets of results to refine the offer for this specific player segment and remembers to tailor pricing for different regions to maximize sales. Key takeaway: Creating targeted Web Shop offers follows similar principles to game personalization — focus on data-driven insights and regional considerations.

Targeted offer use cases - best practices

Let's examine a few core targeted offer campaigns and discuss the best implementation methods. Whale-friendly offer Create personalized offers for users who make large and frequent purchases and spend significantly more than the average paying user. What entices whales to purchase?

• Exclusivity and value: Whales seek unique items and advantages. Design high-priced offers with clear benefits, emphasizing their exclusivity to this valuable player segment.
• Limited-time availability: Create a sense of urgency by restricting offer duration or quantity to encourage swifter decision-making.
• Transparency is key: Clearly outline the offer's inclusions and in-game benefits. Consider providing a range of options to accommodate different spending preferences.
• Well-positioned, high-end offers: Experiment with premium offers priced significantly higher (3-10x) than standard in-game items. Analyze past spending data to gauge player spending power and potential.

How might this work? A mobile game developer using Xsolla Web Shop implemented a tiered offer system with prices ranging from 2x to 10x higher than in-game options. Initial concerns about high price points were dispelled by studying data-driven analysis. The results were impressive:

• High revenue contribution: These exclusive offers contributed a significant 41% to the web shop’s total revenue.
• Top performer: Surprisingly, the offer priced 10x higher than the in-game maximum generated the most revenue — 28% of the store’s total.

Understanding whales’ motivations and crafting enticing packages targeted at a specific segment can unlock significant revenue streams. First purchase offer Hooking New Spenders in your Web Shop is crucial for driving revenue. Here's how to incentivize those first-time transactions:

• Craft compelling offers: Focus on attracting users, not maximizing profit on the initial purchase.
• Discount magic: Offer a significant discount (20-50%) on popular items or a starter pack.
• Exclusive goodies: Include a unique cosmetic item or in-game bonus unavailable elsewhere.
• Highlight the value: Make the offer visually appealing and easy to understand.

Here is a recent case study of a first purchase offer boasting “bundled success.” An Xsolla partner implemented a user-tailored discount on a bundle that included a starter kit and an exclusive cosmetic item — BUT only for users with zero prior purchase history. Even though the discount was just 15%, it resulted in a remarkable 16% revenue increase over six months! Here's why it worked:

• Increased activity: More users were enticed to buy, boosting overall engagement.
• Higher value customers: First-time buyers became active, paying customers.
• Purchase frequency jump: The average user went from 2 to 7 purchases per month after the offer.

This case study demonstrates the power of well-designed first-purchase offers. You can turn casual players into loyal, paying customers by offering value and exclusivity. Offer chains Let’s dive into how well-executed offer chains can create a more engaging and lucrative Web Shop monetization strategy. First, analyze user data like purchase history and preferences and tailor offer queues to each player segment. This step lets you focus on items relevant to their past behavior, increasing the chance of a purchase. Next, craft clear offer progressions. Each offer should build on the previous one, making the value proposition easy to grasp. Clearly communicate the benefits of each item, ensuring players understand why it's desirable. Finally, create a sense of urgency with time incentives. Set timers lasting hours or days to encourage players to act before the deal expires. If a purchase isn't made, follow up with a different offer at a lower price point or with a distinct benefit or higher value. Targeted in-game incentives Engage your players with targeted offers based on their in-game actions — meaning special deals for those who:

• Quest completion chains: Reward players who conquer a challenging questline with a relevant item or bonus.
• Reach key levels: As players progress, offer them incentives that enhance their experience at that specific level or state.
• Achieve high rankings in events: Celebrate top performers in tournaments or competitions with exclusive rewards.

The key here is to provide players with exactly what they need immediately. You can ensure your offers resonate with them by anticipating their progress through pre-designed triggers based on levels, events, and other milestones. How might this work? After a Robot Wars tournament, an Xsolla client presented a special "Winner's Circle" offer that included desirable robot upgrades and customization options. To sum it up, keeping the content relevant and timely will motivate players to keep pushing forward and participating in your game. Cohort-based offers This method leverages your existing game’s cohorts to deliver targeted offers. It's ideal for a quick launch or working with limited historical data. Here's why it's a good fit:

• Fast Implementation: You already have pre-defined cohorts based on key parameters, eliminating the need for complex user segmentation analysis.
• Targeted Offers: Players receive personalized offers aligned with their interests and gameplay stage.

This approach allows you to personalize offers efficiently and cater to different player segments within your game. Remember, the specific cohorts and offers you implement will depend on your unique game and audience. Here’s one potential way to segment offers based on cohorts:

• Whales (High Spenders): Present them with exclusive, limited-time bundles of premium in-game currency that cater to their extensive purchases.
• Dolphins and moderate spenders: Target them with deals combining in-game currency and valuable items they might need for progression.
• Non-paying players: Present a compelling welcome offer with a significant discount (e.g., 90%) to incentivize their first purchase.

Personalization with Xsolla Web Shop data: targeted offers for gamers

Xsolla lets you leverage user behavior demonstrated in your Web Shop to create even more highly targeted promotions for your game. It’s particularly effective if you want to go beyond in-game purchase data. Here's why:

• Fresh user habits: Moving players to the Web Shop introduces new spending patterns. Their behavior on the Web Shop might differ from what they typically do within the game.
• Actionable insights: Personalization is based on analyzing actual payment behavior on the Web Shop, enabling you to build user groups (cohorts) with specific spending habits.
• Targeted offers: You can create promotions based on real Web Shop behavior, making them more likely to resonate with players. For example, you can target non-paying Web Shop users with special discounts or bundles to encourage their first purchase.
• Data-driven optimization: You can further refine your product offering by identifying the most and least popular items on the Web Shop, helping you to personalize promotions with even greater precision.

In short, Xsolla Web Shop data provides valuable insights into player spending habits outside the game and lets you create targeted promotions that are more likely to convert and keep your players engaged.

Targeting: a revenue game changer

Let's be clear: shopping personalization isn't just a fad; it's a strategic advantage. In today's crowded gaming marketplace, offering players a tailored experience is key to driving interest, engagement, revenue, and retention – whether within your mobile game or a robust Web Shop. While implementing personalization takes planning and might require some initial tweaks, the benefits are undeniable. Once you have a system in place, you'll see a positive impact on key metrics. Think of it as equipping yourself with the right tools to win in a competitive landscape.

More to discover about Xsolla Web Shop

What we covered in this article is just the beginning of Xsolla Web Shop’s customized offer capabilities. Our team of monetization experts is always happy to sit down with you and discuss the unique needs of your game’s audience. If you’re ready to quickly create your Web Shop, contact Xsolla. We’re the video game-savvy market leader with direct-to-consumer commerce expertise—and over 200 Web Shop installs to prove it. Schedule a time to talk with one of our experts today to get started.