wappier Launches Promotional Pricing to Help Developers Increase IAP Conversions and Drive In-App Revenue

wappier announced the launch of Promotional Pricing, a new product designed to significantly increase revenue for game and app developers by dynamically pricing in-app purchase (IAP) offers based on a user’s willingness to spend. Promotional Pricing is part of wappier’s Pricing Optimization Platform, which has proven to drive an average increase of 70% more paying users, 15 – 20% more transactions per payer, and 20 – 40% more in-app revenue for game and app developers.

Leveraging wappier’s industry-leading machine learning platform, Promotional Pricing analyzes a variety of macroeconomic, microeconomic, and anonymized behavioral and device data in order to gain a deep understanding of an individual’s price sensitivity and likelihood to purchase. The platform then makes predictions around an individual’s lifetime value (LTV), probability of churn, and several other factors to deliver the optimal price point for each individual user. Developers can use wappier’s Promotional Pricing to increase conversion rates, transaction sizes and overall revenue through IAP offers.

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“In today’s app economy, the one-size-fits-all approach to pricing and promotions is simply ineffective,” said Alex Moukas, founder and CEO of wappier. “Players have different propensities to purchase based on a multitude of factors. Our Promotional Pricing analyzes millions of data facts and performs 1.65 trillion predictive and prescriptive ML calculations per day in order to determine in real-time the exact price for each individual so that developers can optimize IAP promotions all the way down to the user level.”

Promotional Pricing can work in conjunction with or separately from wappier’s Global Pricing, which has been adopted by many leading game developers, delivering upwards of 30% revenue growth. Global Pricing enables app developers to automatically adjust pricing for every in-app product for each country. It goes beyond local currency exchange rates to capture currency fluctuations, demand estimation and price elasticity curves, then automatically adjusts the price for each in-app product in the app’s storefront based on the user’s country, resulting in more paying customers, more transactions, and greater revenue.

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Among the developers currently using wappier’s Pricing Optimization suite is Nanobit, an award-winning developer and publisher of mobile games with more than 30 titles and over 175 million downloads, including popular titles such as Tabou Stories, My Story and Hollywood Story.

“For over a year we have relied on wappier’s Global Pricing product to localize pricing on per country basis, and it has made a huge difference not only to our conversion rates and IAP revenue, but it also levels the playing field for our community and creates a fairer, more balanced user experience,” said Jure Rasic, Head of Product at Nanobit. “We are excited to build on this success with wappier by adding Promotional Pricing to our partnership, allowing us to optimize special offers on a per-user basis and boosting conversions and revenues even further.”

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