Hi, I have seen your employees use the phrase “spending depth”. Please, can you explain the concept? Thank you very much.
Answer from our Expert:
We define spending depth as the lowest amount of money effectively spent in-game to progress to the endgame. Successful free-to-play games are expected to be played for years and need to withstand many payments (usually from highly engaged players) throughout the progression.
To calculate spending depth you need to:
- Identify the most effective way to progress through the game
- Define what items and currencies the player needs to obtain
- Calculate the total value of these items and currencies
- Find the most effective way to purchase them
Spending depth tends to only cover part of the in-game content. Skins are a good example of this as they are not usually needed for in-game progression.
Spending depth also needs to cover discounts and special offers. If you design the spending depth to be X and then offer a 75% discount, the actual spending depth will be only ¼ of X.
Example spending depth of top-grossing games:
- Empires & Puzzles more than $400 000
- Clash Royale above $15 000
Michal Minarik, Head of Game Design & Monetization