Starter pack

Starter packs and first-purchase bonuses

A cheap, too-good-to-miss first purchase that gets you to open your wallet for the first time.

Watch · Fine if you understand it

A big discount on a first purchase is designed to turn a non-payer into a payer, and the habit then continues.

What it does to the fun

The offer appears early, often just as you've started enjoying yourself, with a big number crossed out and a timer counting down. It's the first moment the game asks for money, and the pitch is that saying no is the expensive choice. Once you've said yes, you're a paying customer in the game's eyes. Left alone, you'd weigh up the shop at your own pace, if at all.

What you're actually buying

A bundle of currency, items or boosts at a steep discount, usually available only once and often for a limited time. The point is less the bundle than the first payment, after which paying again is easier.

How it works

A free-to-play game gives its core loop away and earns from a small share of players, so a central goal is turning a free player into a first-time payer. A starter pack lowers that barrier: a low, one-off price with a big-looking reward, often shown with a countdown. The point is less the bundle than the first payment. Once a card has been used, paying again feels easier, and follow-up offers can appear soon after.

When it's fine

When it is a one-off, shown with a clear price and contents, with no timer and no repeat offers.

Where it came from

First-purchase offers belong to the free-to-play model, which took off after Apple allowed in-app purchases in free apps on 15 October 2009. Because a small share of players pays for most of the revenue, getting a free player to pay once is a central goal. A 2017 study of 776 million Apple purchases found that the top 1% of spenders generated 59% of all spending.

Historical prices and revenues are in US dollars at the time unless marked A$.