Free-play mobile gaming companies need to do what they can to convert players to payers because once these players have been turned, there’s no turning back.

Analytics firm Soomla‘s new Mobile Gaming Insights Report Q1 2016 says that mobile gamers who make an in-app purchase of virtual goods are six times more likely to make a second purchase. Players who make a purchase in one game are also six times more likely to make a purchase in another game.

Soomla’s new report, which involved tracking 20m users through all of last year, breaks out its findings in terms of game categories, and while the social casino category didn’t make the cut, the findings nonetheless underscore the long-term benefits of converting players to payers.

Soomla found that 13% of users who made a virtual purchase in one game went on to purchase virtual goods in a second game. This number rose to 18% for players who made their first purchase within 24 hours of opening a new game. If these paying players opened that second game with 30 days of their purchase in that first game, the number who made purchases in that second game rose to 24%.