Key insights
7 slides
Market share
Mobile gaming accounts for over 60% of total industry revenue.
Mobile gaming dominates the global market. Q1 2022 user spend declined after a pandemic-era peak.
Page 4 of the reportover 60%
Share of total industry revenue from mobile gaming
- Pandemic-era peak user spend
- $22.6 billion
Platform split
Average CPI rose to $1.10, with iOS at $2.27 and Android at $0.75.
A significant disparity exists between iOS and Android acquisition costs. The average cost per install is $1.10.
Regional costs
North America has a $3.32 CPI, while APAC and LATAM stay below $1.
Asia-Pacific and Latin America offer more cost-effective acquisition opportunities. North America remains the most expensive segment.
ROAS stability
ROAS remains stable at 7.31% for 7-day and 17.81% for 30-day.
Lifestyle titles delivered the highest 30-day ROAS at 22.56%. Return on ad spend remained stable across periods.
Creative driver
Creative content is the primary driver for successful user acquisition.
Creative content effectively communicates value and propels users through the funnel. It is identified as the pivotal factor in successful user acquisition.
Data scale
Platform insights draw on 76.1 billion impressions and 58.5 million installs.
Data spans May 2021 to May 2022.
Page 32 of the report76.1 billion
Impressions in the dataset from May 2021 to May 2022
- Clicks
- 3.4 billion
- Installs
- 58.5 million
Strategic focus
Findings inform decisions across acquisition, creative, and regional targeting.
The report provides granular insights into pre-production and LiveOps performance drivers. These inform strategic decisions for casual game stakeholders worldwide.
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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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