Mobile gaming maintains over 60% of the total industry market share despite experiencing its first year-over-year global spending decline in Q1 2022.
See it on page 4Android is significantly more cost-effective for user acquisition than iOS, with an average CPI of $0.75 compared to $2.27, while both platforms deliver comparable Day 30 ROAS.
See it on page 25Lifestyle games are the most lucrative segment for developers, yielding the highest returns despite carrying higher-than-average acquisition costs.
See it on page 10North America is the most expensive market for user acquisition with a $3.32 CPI, whereas LATAM and APAC offer lower entry costs but typically provide lower overall returns.
See it on page 28Top-grossing casual titles are increasingly utilizing hybrid mechanics—blending core gameplay with secondary layers like interior design or social competition—to extend player lifecycles.
See it on page 6Across the industry, the average cost per install (CPI) is $1.10, with an average Day 30 return on ad spend (ROAS) of 17.81%.
See it on page 5The mobile gaming landscape entered a period of transition in early 2022, marked by the first year-over-year decline in global spending during the first quarter. Despite this contraction, mobile gaming remains the dominant force in the industry, commanding over 60% of the total market share. Analysis of performance metrics from May 2021 to May 2022 reveals an average cost per install (CPI) of $1.10 and a Day 30 return on ad spend (ROAS) of 17.81%. Lifestyle games emerged as a particularly lucrative segment, generating the highest returns for developers despite carrying higher-than-average acquisition costs.
Platform and regional disparities significantly influence user acquisition strategies. Android remains the more cost-effective platform with an average CPI of $0.75, which is less than half of the $2.27 required on iOS. Notably, both platforms maintain comparable ROAS at the Day 7 and Day 30 marks, suggesting that Android offers superior efficiency for many casual titles. Geographically, North America represents the most expensive market with a CPI of $3.32, while the LATAM and APAC regions provide the most affordable entry points. However, lower acquisition costs in LATAM are often offset by lower overall returns compared to more established markets.
To maintain long-term player investment and monetization, top-grossing casual games increasingly utilize hybrid mechanics. By blending core puzzle or rhythm gameplay with secondary layers like interior design or social competition, developers are successfully extending player lifecycles. These findings, derived from an extensive dataset of 76.1 billion impressions and 58.5 million installs, underscore a shift toward sophisticated, multi-layered game design as a primary driver for growth in an increasingly competitive and price-sensitive mobile environment.
