Eutechnyx said that its free-to-play game Auto Club Revolution has average revenue per paying user topping $24.  The company noted that the big spenders – referred to as “diamonds” – spent over $400, but the vast majority will only ever play the game for free.

“If it’s $24 in two months we think over a lifetime we’ll be able to get that up $40-$50,” said Eutechnyx CEO Darren Jobling. “We’re particularly proud of this because the average often quoted by the industry is $20 for average revenue per paying user. When you look at this you’ve got to realize that actually 91 per cent of people who play Auto Club Revolution get it for free. Free cars, free upgrades.”

“We’ve got a 9 percent chance of monetizing [the customer]. People like to buy interesting, sexy cars. The average of a Facebook game is 1-2 percent,” he added. “The beauty with Auto Club Revolution is the car makers keep on making very cool stuff to sell. We’ve got some of the most creative minds in the world working on your team creating content.”