Mobile gaming is a dominant force in entertainment, with 190.6 million Americans (61% of the population) actively playing video games. As mobile gaming continues to expand, understanding in-app purchase (IAP) behaviors is crucial for game developers and marketers. In response to this, Appier, a global leader in AI-powered marketing solutions, has released a new report, "Behavioral Insights into Merge Game Players: Analyzing IAP Patterns to Optimize Engagement and Revenue." This report offers valuable insights into player behavior that can revolutionize marketing strategies for merge games, a popular casual genre, helping marketers drive targeted user acquisition and increase revenue.

Behavioral Insights from Appier’s Report

1. IAP vs. Non-IAP User Behavior

One of the most significant findings in the report is the stark difference in behavior between IAP and non-IAP users. IAP users exhibit more frequent game interactions and have distinct cross-app habits. Non-IAP users, on the other hand, show varying engagement patterns throughout the week. Recognizing these differences allows for more tailored marketing strategies—marketers can create specific campaigns aimed at high-value IAP users, differentiating them from other players to maximize engagement and conversions.

2. Cross-App Engagement

Merge game enthusiasts are not limited to gaming apps. According to Appier’s findings, IAP users often engage with apps from other categories such as News, Music, and Weather. This presents a unique opportunity for game marketers to expand their reach beyond traditional gaming apps. By strategically placing ads or running cross-promotions on these high-engagement platforms, marketers can increase the visibility of their games and attract more players.

3. Weekly & Hourly Usage Patterns

Appier’s data highlights specific daily and weekly patterns among merge game players. Mornings (during commutes) and evenings (prime gaming time) are identified as peak activity periods. Marketers can time their campaigns to coincide with these key moments—such as running ad bursts or sending push notifications during morning rush hours and evening leisure periods—to enhance the return on investment (ROI) of their campaigns.

4. Top Apps for User Acquisition

To support user acquisition, Appier’s analysis identifies several high-traffic apps that serve as effective channels for reaching merge game players. Popular merge games such as Travel Town and Gossip Harbor, as well as mainstream apps like Pandora music streaming, emerged as top sources for attracting merge game fans. Marketers can refine their user acquisition strategies by targeting these high-traffic apps for better reach and engagement.

Success Story – TapNation Boosts ROAS and Engagement with Appier

Appier’s AI-driven marketing solutions have proven highly effective in driving performance for mobile game developers. A success story with TapNation, a leading mobile gaming publisher, underscores the impact of these tools. TapNation partnered with Appier to boost the performance of their game Thief Puzzle amid rising competition and privacy concerns. By leveraging Appier’s Ad Cloud solutions, including retargeting capabilities, TapNation achieved a 130% return on ad spend (ROAS) in just a few weeks. This success was also accompanied by higher user engagement and retention rates, demonstrating how Appier's AI-optimized budget allocation and retargeting can significantly drive revenue and player loyalty in the highly competitive mobile game market.

Appier: Empowering U.S. Marketers with AI Leadership

As the mobile gaming industry in the U.S. continues to surge, Appier remains at the forefront of AI-powered marketing solutions. The insights from this report provide marketers with actionable data to help optimize user acquisition, increase engagement, and drive smarter monetization strategies. With the demand for innovative marketing solutions in mobile gaming growing, Appier is empowering U.S. marketers to gain a competitive edge in this rapidly evolving industry.