Original Games Boosts Revenue by 13% with Smarter IAP Offers, AppMagic Study Shows

In a recent collaboration with AppMagic, Lisbon-based mobile game studio Original Games has achieved a significant boost in monetization for their flagship title, Merge Inn. The partnership, which focused on optimizing in-app purchase (IAP) offers, resulted in a 13.3% increase in Average Revenue Per Daily Active User (ARPDAU) and a 9.28% improvement in conversion rates.

The study, conducted in late 2024, implemented several key changes to Merge Inn’s monetization strategy without altering the game’s core mechanics. Original Games CEO Arseny Lebedev noted that the collaboration provided “a fresh perspective on IAP offers” and that the “subtle yet effective changes” would have a lasting impact on their approach to monetization.

Three main improvements drove the revenue growth:

First, a redesigned Double Offer system that leveraged the decoy effect more effectively led to a 9.22% higher transaction price, with 30% more players opting for premium purchases. The optimization included clearer value differentiation between options and the addition of a “Buy All” feature.

Second, the introduction of Triple Offers encouraged users to spend 43% more per purchase than their usual comfort level, resulting in an 11% increase in Average Transaction Value (ATV) on days when these offers were available.

Finally, a revamped 1+1 Offer system with clearer visual separation of bonus items and a dedicated “FREE” claim button boosted conversion rates by 40% compared to standard single offers.

These changes, implemented alongside seasonal promotions like Halloween and Christmas sales, contributed to a 2.5x increase in monthly revenue within just four months. The study demonstrated that even subtle tweaks to monetization strategy can yield significant results without disrupting the player experience.

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