Market (Mobile)·Updated Jun 25, 2026 by GameRefinery
Mobile gaming maintains over 60% of the total industry market share despite experiencing its first year-over-year global spending decline in Q1 2022.
Android 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.
Lifestyle games are the most lucrative segment for developers, yielding the highest returns despite carrying higher-than-average acquisition costs.
North 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.
Top-grossing casual titles are increasingly utilizing hybrid mechanics—blending core gameplay with secondary layers like interior design or social competition—to extend player lifecycles.
Across the industry, the average cost per install (CPI) is $1.10, with an average Day 30 return on ad spend (ROAS) of 17.81%.
Mobile gaming maintains over 60% of the total industry market share despite experiencing its first year-over-year global spending decline in Q1 2022.
Android 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.
Lifestyle games are the most lucrative segment for developers, yielding the highest returns despite carrying higher-than-average acquisition costs.
North 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.
Top-grossing casual titles are increasingly utilizing hybrid mechanics—blending core gameplay with secondary layers like interior design or social competition—to extend player lifecycles.
Across the industry, the average cost per install (CPI) is $1.10, with an average Day 30 return on ad spend (ROAS) of 17.81%.