The news that consumer in-app spending over the last holiday period rocketed 52% to total $500 million (compared with $300 million) should spur us on in 2017 to explore new ways to get players to dig deeper in their pockets. But we should also double-down on ways we can get more value (not just money) out of the vast majority of users that don’t spend in our apps – and likely never will.
If you’re chasing the “whales” and big spenders, and throwing back all the other fish in your net, then you are likely throwing money out of the window as well.
