UK mobile gamers spend on average £4 a week on in-app purchases – equating to over £4.27 billion nationwide a year
New mobile game Dig That Gold awards players real 24k gold bars for their in-game achievements, 97% have done so without paying a penny on in-app purchases
To celebrate the launch of Dig That Gold, a live treasure hunt was held across London last week giving people the chance to win thousands of pounds of real gold bars by solving clues across Twitter, Facebook and Instagram (#GreatGoldHunt)
- New research found that 40% of British adults play mobile games – equating to 20,535,600 people nationwide
- This research was commissioned by development studio Project M to support the launch of Dig That Gold – the first mobile game of its kind to award players real 24k gold bars for their in-game achievements
- In the beta phase of Dig That Gold, over 300 players have already received a bar of real 24k gold
- Project M research also revealed that 64% of UK people aged between 18 and 34 play mobile games, 44% of which make in-app purchases averaging £6 a week
- Olympic medalist Louis Smith handed out real gold bars in one of many secret gold stops spread across London’s busiest locations
About the Game
Dig That Gold is currently free to download for iOS devices. Set during the legendary Gold Rush era, Dig That Gold plays host to an infinite and exciting ecosystem of virtual gold mines. The game sees players navigate through different mines, destroying blocks in search of gold nuggets while managing their air and energy levels which deplete over time. Once a player exits a mine, they are then able to pan for virtual gold nuggets which will eventually convert into real gold.
As players explore this online mining environment, every virtual gold nugget that is successfully mined is stored in their in-game account. When the player collects enough gold nuggets in the game, they will be awarded real 24k gold bars, which are dispatched in the post by Baird & Co – the oldest gold refiners in the UK to supply the Royal Mint.
Players are able to make in-app purchases to accelerate their game progression – so far, 97% of the 300-plus people who have acquired gold bars during the game’s beta phase did so without spending any money. New research commissioned by Project M found that 40% of British adults play mobile games – equating to 20,535,600 people nationwide. The research also found that the UK mobile gamer spends on average £4 a week on in-app purchases – equating to over £4.27 billion spent by UK mobile gamers nationwide every year.
The Great Gold Hunt Launch
To celebrate the launch of Project M’s new mobile game Dig That Gold last week, London was transformed into an online virtual gold mine awarding successful winners real 24k gold bars from Olympic gymnast Louis Smith.
The Great Gold Hunt was a social media treasure hunt, encouraging people to seek out the locations of secret gold stops spread across some of London’s busiest locations. Throughout the day, clues were posted on the Dig That Gold Twitter, Facebook and Instagram accounts hinting at the location of these central London gold stops (#GreatGoldHunt). The first people to solve these clues and arrive at a gold stop were greeted by the Dig That Gold team and awarded a real gold bar.
At the final gold stop at The Scoop, Louis Smith handed out real 24k gold bars to the winners of The Great Gold Hunt.
About Mobile Game Developer Project M
This revolutionary concept is the first offering from Project M – a London-based game studio. In light of the success of Pokémon Go, combining the virtual and real worlds into one integrated experience, Project M awards players for the time and commitment they dedicate by awarding tangible assets for in-game achievements. Dig That Gold is the first in a suite of Project M games that seek to break the fourth wall of gaming, combining experiential value with in-app experiences.
CEO of Project M, Sean McNicholas, commented on the research findings and how Dig That Gold’s revolutionary premise finally gives gamers the recognition they deserve:
“Mobile devices have opened the world of gaming to a critical mass of casual gamers across all parts of society. Despite this, game studios that make millions every day have failed to provide a tangible incentive for players who have stayed committed and loyal to these games. That’s what makes Project M, and our first offering – Dig That Gold – revolutionary in nature, with the awards of real 24k gold bars leading the charge in terms of remunerating consumers for their dedication to the game.
“I believe Project M’s Great Gold Hunt has compelled people to rethink what they would like to get out of their mobile gaming experience – lifting the gold hunt out of the virtual game and into the streets of London. We want Project M to be known as the brand that gives away real 24k gold bars regardless if they play Dig That Gold or participate in one of our stunts. There will be a lot more events like this, so watch out!”
As brand ambassador for Dig That Gold, Olympic medalist Louis Smith explained why he was eager to become involved in this new mobile game sensation:
“Beyond my career as a gymnast, I’m a keen gamer – it keeps my mind occupied in the downtime between training sessions and events, and is something I’ve been into for years now. That’s why, for me, it’s great that I’m able to be involved in Dig That Gold.
“I love that people playing it are able to get something back from a game, as opposed to an endless investment of time, and sometimes money, with no return. Being awarded real gold bars for your in-game success is a fresh concept that I’m a real fan of, so it was great to see so many people taking part in The Great Gold Hunt last week, with Londoners and general gamers jumping at the chance to get their hands on some real gold.”