Market (Mobile)ยทUpdated Mar 17, 2026 by Liftoff
Casual gaming user acquisition costs rose significantly between March 2020 and February 2021, with the average cost-per-install (CPI) increasing 45.2% year-over-year to $1.96.
Return-on-ad-spend (ROAS) for casual games declined by 7.5 percentage points to 29.6% by Day 30, signaling a tightening market for profitability.
Android CPIs surged 120% as marketers shifted strategies ahead of iOS privacy changes, though iOS remains more expensive with an average CPI of $4.30 compared to $1.15 on Android.
Lifestyle games command the highest acquisition costs at $2.57 per install but deliver superior engagement, achieving a Day 7 ROAS of 22.5% that outperforms Puzzle and Simulation categories.
Playable ads have become a primary mitigation strategy for rising acquisition costs, with usage of this format increasing by 113%.
North America remains the most expensive region for user acquisition, while markets in France, Germany, and South Korea offer more cost-effective opportunities with strong ROAS.
Casual gaming user acquisition costs rose significantly between March 2020 and February 2021, with the average cost-per-install (CPI) increasing 45.2% year-over-year to $1.96.
Return-on-ad-spend (ROAS) for casual games declined by 7.5 percentage points to 29.6% by Day 30, signaling a tightening market for profitability.
Android CPIs surged 120% as marketers shifted strategies ahead of iOS privacy changes, though iOS remains more expensive with an average CPI of $4.30 compared to $1.15 on Android.
Lifestyle games command the highest acquisition costs at $2.57 per install but deliver superior engagement, achieving a Day 7 ROAS of 22.5% that outperforms Puzzle and Simulation categories.
Playable ads have become a primary mitigation strategy for rising acquisition costs, with usage of this format increasing by 113%.
North America remains the most expensive region for user acquisition, while markets in France, Germany, and South Korea offer more cost-effective opportunities with strong ROAS.