Key insights
6 takeaways · ~2 min read- 01Mobile gaming accounts for over 60% of total industry revenue, though Q1 2022 saw a decline in user spend following a pandemic-era peak of $22.6 billion.See it on page 4
- 02The average cost per install (CPI) is $1.10, with a significant disparity between iOS ($2.27) and Android ($0.75).See it on page 24
- 03North America is the most expensive market for user acquisition with a CPI of $3.32, while Asia-Pacific and Latin America offer more cost-effective opportunities with CPIs below $1.See it on page 28
- 04Return on ad spend (ROAS) remains stable at 7.31% for 7-day and 17.81% for 30-day periods, with lifestyle titles peaking at 22.56% for 30-day ROAS.See it on page 10
- 05Creative content is identified as the primary driver for successful user acquisition and funnel progression.See it on page 30
- 06Data insights derived from 76.1 billion impressions, 3.4 billion clicks, and 58.5 million installs between May 2021 and May 2022 highlight the importance of granular performance tracking in pre-production and LiveOps.See it on page 32
Summary
The 2022 Casual Gaming Report demonstrates that mobile gaming dominates the global market, accounting for more than sixty percent of total industry revenue. Despite this dominance, overall user spend declined in the first quarter of 2022 after reaching a pandemic‑era peak of $22.6 billion, indicating a shift in consumer behavior and heightened competition for monetization.
Key performance metrics reveal that the average cost per install (CPI) rose to $1.10, with iOS users costing $2.27 and Android users $0.75. Return on ad spend (ROAS) remained stable, with 7‑day and 30‑day figures at 7.31 % and 17.81 %, respectively; lifestyle titles delivered the highest 30‑day ROAS at 22.56 %. Regional analysis shows that Asia-Pacific and Latin America offer the most cost‑effective acquisition opportunities, each maintaining CPIs below $1 while delivering ROAS comparable to other markets. Conversely, North America remains the most expensive segment with a CPI of $3.32.
The report underscores that creative content is the pivotal factor in successful user acquisition, as it effectively communicates value and propels users through the funnel. Liftoff’s GameRefinery platform, backed by a dataset of 76.1 billion impressions, 3.4 billion clicks, and 58.5 million installs from May 2021 to May 2022, provides developers and publishers with granular insights into pre‑production and LiveOps performance drivers. These findings collectively inform strategic decisions across acquisition, creative development, and regional targeting for casual game stakeholders worldwide.
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