Is it Still About the Whales? Getting the Most of Your Users
summary
Panel argues that monetization shifts from a few IAP whales to a mix of paying cohorts and ad-heavy users, citing ~70–80% revenue from whales+dolphins and ~5% whales generating ~60% of spend; teams move from lifetime spend to average monthly spend or RFM model scoring, deploy mediation and A/B tools like Fairbid, and add rewarded video, offer walls, banners and interstitials. A battle pass test lifts RPU ~20% and converts dormant buyers; IDFA loss drives contextual targeting, segmentation and blended IAP+ads strategies.
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