t1k:marketing:iap:whale-segmentation

Field	Value
Module	`iap`
Version	`0.2.5`
Effort	`medium`
Tools	—

How to invoke

/t1k:marketing:iap:whale-segmentation

Whale Segmentation

This skill defines the payer segmentation taxonomy (minnow / dolphin / whale / kraken) and the per-segment offer strategy, retention monitoring, and early-warning signals for high-LTV player churn risk. In most mobile games, the top 1–5% of paying players generate 50–70% of IAP revenue; protecting and monetizing that segment requires a dedicated strategy distinct from the mass-market IAP approach. Monetization PMs and product leads use this skill when building personalized offer systems, designing VIP programs, or investigating sudden ARPU drops caused by whale churn. It does NOT cover acquisition of new payers (see starter-pack-design) or general ARPPU improvement (see upsell-ladders).

When to Use

Top-spender ARPU drops > 20% month-over-month without a corresponding DAU drop
No per-segment offer targeting exists; all players see the same shop
Planning a VIP or subscription tier aimed at the highest-spending segment

Purpose

Whale segmentation moves monetization from broad-market pricing to customer-value-based pricing. The four-tier taxonomy — minnow (< $5 LTV), dolphin ($5–$50), whale ($50–$500), kraken ($500+) — maps to distinct offer strategies, content access levels, and retention risks. Early-warning signals (login frequency drop, purchase gap extension, social disengagement) predict at-risk whales 14–21 days before churn, enabling proactive retention offers. Industry data shows that personalized whale retention programs reduce high-LTV churn by 25–40%.

Status

Stub — deepen iteratively via /t1k:sync-back as real usage surfaces priority. Priority sources for when deepening: data.ai top-spender concentration reports, Sensor Tower ARPPU segmentation analysis.

References

See brainstorm: theonekit-core/plans/reports/sales-modules-brainstorm-260527-1625.md