IAP doesn’t work in our game. Our players just don’t spend.

“IAP doesn’t work in our game. Our players just don’t spend.”

I’ve heard this line from dozens of teams — and almost every time, it’s wrong.

Not because players don’t spend.
But because the game doesn’t give them a reason to.

When IAP underperforms, it’s rarely about the audience.
It’s usually about the offer strategy.

Here are the usual suspects:

🔻 No value framing
Players don’t buy “gems.” They buy progress, speed, power, customization, exclusivity.
If your offer doesn’t communicate why it matters, no one bites.

🔻 Poor timing
You’re showing the shop when the player has no context, no pain point, no motivation.
The best moment for a sale is when a player wants something and can’t get it yet.

🔻 Everyone sees the same shop
Segmented pricing, pacing, and bundles are standard practice now.
Beginner whales, veteran free-to-players, and returning users all need different offers.

🔻 No emotional hook
Limited-time? Milestone reward? Progress multiplier?
If your IAP is just “currency for money,” you’re missing the emotional layer that actually drives conversion.

The belief that “my players don’t pay” is a trap.
If they’re playing, they’re getting value.
Your job is to frame that value in a way they want to support.

And that’s when monetization starts to work.