Virtual Currency Beats All Other Kinds of Mobile Game Purchases [REPORT]

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for games on iOS and Android go towards buying consumable items -- and that, for the most part, means virtual currency.

Mobile game developers are increasingly shifting away from a standard premium pricing structure and instead offering free games that can be augmented with in-app purchases. Last month Flurry reported that revenue from free-to-play games with in-app purchase options now exceeds the revenue of premium games. In fact, Flurry finds that consumers spend an average of $14 for an in-game transaction.

This follows a similar Flurry report from 2010, which revealed that virtual goods revenue is significantly higher than revenue from ad-supported mobile apps.

The new report looks at what kinds of in-app items consumers are buying.

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Flurry has designated in-app purchases into three categories:

Consumable -- Items like virtual currency or special items that can help a player get through a game faster and ascend to the next level. These items are designated as "consumable" because once used, they can't be used again.

Durable -- Items that can continue to be used in a game after purchase. This can also apply to additional levels or add-on packs in a game.

Personalization -- Items that don't impact game play but can create a more personalized user experience. This could be something like clothes or outfits for an avatar.

According to Flurry, 68% of in-app game purchases are for consumable goods, with virtual currency purchases (think games like FarmVille and Smurf Village) being by far the most popular type of consumable good.

These trends mimic many of the purchasing trends seen in other types of games, such as those on Facebook and an increasing number of MMOs -- not to mention World of Warcraft. The challenge for game developers will be to continue to provide new areas of value for the player in a maturing market.