Acquisition & Engagement

Hunting whales in India (for mobile apps and games)

Becky Doles

You can’t actually hunt whales in India, because whales don’t live in India. And while they do live all around India in the waters of the Arabian Sea and the Bay of Bengal, we don’t actually want to hunt whales at all. We love whales.

What we do want is to attract high-value users into our mobile games and apps.

And for that purpose, here’s some good news for Indian app developers:

In a recent study of smartphone owners in India — who just hit 300 million, by the way — we found that 34% say they’ve spent money in a mobile game. That’s an astonishing 102 million people.

Of course, not all of them are whales.

In fact, just 2.5% of them contribute a massive 52% of all Indian game revenue. Which means, of course, that Indian app developers and marketers, just like their global colleagues, have to work extra-hard to find them, target them, acquire them, and engage them in their games.

india games mobile IAP purchases

Most Indian gamers — 66 % — don’t buy anything in mobile games. But 2% spend more than 200 INR every month, and another 7% spend between 50-200 INR monthly. 24% spend just 1-50 INR.

The full report on which these numbers and this video is based is available for free: India & Mobile Gaming: Poised for massive growth.

Becky Doles

Becky is the Senior Content Marketing Manager at TUNE. Before TUNE, she led a variety of marketing and communications projects at San Francisco startups. Becky received her bachelor's degree in English from Wake Forest University. After living nearly a decade in San Francisco and Seattle, she has returned to her home of Charleston, SC, where you can find her enjoying the sun and salt water with her family.