Market (Mobile)·Updated Apr 8, 2026 by GameRefinery
Mobile 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.
The average cost per install (CPI) is $1.10, with a significant disparity between iOS ($2.27) and Android ($0.75).
North 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.
Return 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.
Creative content is identified as the primary driver for successful user acquisition and funnel progression.
Data 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.
Mobile 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.
The average cost per install (CPI) is $1.10, with a significant disparity between iOS ($2.27) and Android ($0.75).
North 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.
Return 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.
Creative content is identified as the primary driver for successful user acquisition and funnel progression.
Data 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.