Market (Mobile)·Updated Mar 17, 2026 by GameRefinery
Puzzle games now account for 37% of all mobile gaming installs as the industry shifts away from hyper-casual titles.
Casual mechanics are increasingly vital for mid-core titles, currently driving 74% of their total installs.
User acquisition costs on iOS remain significantly higher than Android, with a cost-per-install of $4.83 that is nearly eight times the rate on Android.
North American markets remain a key growth driver, delivering a sustainable Day 7 return on ad spend of 5.9%.
Developers are increasingly utilizing external web stores to bypass platform fees and establish direct-to-consumer relationships through loyalty rewards.
Monetization is shifting toward 'progressive' and 'engagement' offers that tie in-app purchase discounts directly to specific gameplay milestones.
Puzzle games now account for 37% of all mobile gaming installs as the industry shifts away from hyper-casual titles.
Casual mechanics are increasingly vital for mid-core titles, currently driving 74% of their total installs.
User acquisition costs on iOS remain significantly higher than Android, with a cost-per-install of $4.83 that is nearly eight times the rate on Android.
North American markets remain a key growth driver, delivering a sustainable Day 7 return on ad spend of 5.9%.
Developers are increasingly utilizing external web stores to bypass platform fees and establish direct-to-consumer relationships through loyalty rewards.
Monetization is shifting toward 'progressive' and 'engagement' offers that tie in-app purchase discounts directly to specific gameplay milestones.