Market (Overall)ยทUpdated Jun 25, 2026 by Tenjin
Retention is the primary differentiator for success, with top-tier hyper-casual games significantly outperforming the median cohort as acquisition costs rise.
Median cost-per-install (CPI) reached record highs in Q4 2022, hitting $0.20 on Android and $0.42 on iOS.
iOS consistently outperforms Android in retention, with top-tier titles achieving 45% Day 1 retention on iOS compared to 38% on Android.
Day 7 retention metrics show a persistent gap between platforms, with top-tier iOS titles retaining 19% of players versus 14% on Android.
Rising acquisition costs are a global trend, as no major Android market tracked in the report experienced a decrease in median CPI during the period.
While Android CPI trends were universally upward, iOS markets showed regional volatility, including a significant decrease in the United States alongside notable increases in France and Germany.
Retention is the primary differentiator for success, with top-tier hyper-casual games significantly outperforming the median cohort as acquisition costs rise.
Median cost-per-install (CPI) reached record highs in Q4 2022, hitting $0.20 on Android and $0.42 on iOS.
iOS consistently outperforms Android in retention, with top-tier titles achieving 45% Day 1 retention on iOS compared to 38% on Android.
Day 7 retention metrics show a persistent gap between platforms, with top-tier iOS titles retaining 19% of players versus 14% on Android.
Rising acquisition costs are a global trend, as no major Android market tracked in the report experienced a decrease in median CPI during the period.
While Android CPI trends were universally upward, iOS markets showed regional volatility, including a significant decrease in the United States alongside notable increases in France and Germany.