Mobile and PC games are sold in dozens of countries, but a price that feels small in one market can be a serious purchase in another. Platform stores provide price tiers and automatic currency conversion, yet simply converting a US price produces awkward numbers and ignores local purchasing power. Thoughtful regional pricing can lift both conversion and revenue, provided it is done carefully and transparently.
Start with the store tools
Apple, Google and PC stores offer price tiers per country and often suggest localised equivalents. These are a reasonable baseline because they account for taxes and produce familiar price endings in local currency. Review them rather than accepting them blindly; the suggestions are generic and do not know your game's economy.
Consider purchasing power
In markets with lower average incomes, many studios offer lower prices for the same item. The goal is to convert players who would otherwise never pay, not to discount for players who would. Data from your soft launch is the best guide: compare payer conversion and average revenue per paying user by country at different price points.
Protect fairness and the economy
Regional pricing raises two concerns. First, players compare prices online and may feel cheated if differences seem arbitrary. Second, in games with trading or shared economies, very cheap regions can be exploited through account sharing or resale. Mitigations include keeping differences moderate, limiting tradeable items bought at regional prices and monitoring unusual purchase patterns.
Bundle design matters more than headline price
Players respond strongly to the structure of offers: starter packs, monthly passes and first-purchase bonuses. In many markets, a low-priced starter pack is the most important conversion tool. In others, monthly subscription-style passes perform better because they spread cost over time. Localise bundles, not just prices.
Web shops and alternative payments
Some studios sell in-game currency through their own web shop alongside app stores, where platform rules allow it. Web shops give control over pricing and payment methods, including local wallets, bank transfers and, for some audiences, crypto payments. They also require careful handling of tax, refunds, fraud and clear communication with players about what they are buying.
Test and iterate
Change prices in a few markets at a time, hold other variables steady and measure over several weeks. Watch not only revenue but also reviews, refund requests and community sentiment. Document each change so future decisions are based on evidence rather than memory.
Communicate clearly
Show prices in local currency with taxes included where that is the norm. Avoid surprise price changes during events. When raising prices, give notice and consider grandfathering existing passes.
For studios considering web shops and alternative payment methods, including crypto checkout for overseas players, see our guide to accepting crypto payments in games.
References
- Apple App Store and Google Play documentation on international pricing and price tiers
- Steam documentation on regional pricing recommendations
- Public talks from game developer conferences on monetisation and live operations
Published by PandaWM, an overseas marketing team based in Hong Kong.