- 01
The mobile gaming industry is shifting from hyper-casual to hybrid-casual models, driven by declining ad revenue profitability and the impact of iOS App Tracking Transparency.
- 02
Developers are increasingly adopting in-app purchases and meta-gameplay components to replace the traditional reliance on pure advertising revenue.
- 03
Data from 2022 shows a consistent downward trend in ad impressions and eCPMs across both Android and iOS platforms, while in-app purchase volume grew.
- 04
The United States remains the primary market for both ad revenue and in-app purchases, while India leads in total Android installs, emphasizing the split between scale in emerging markets and monetization in Tier 1 regions.
- 05
AppLovin is the leading monetization channel by total ad revenue across both iOS and Android platforms.
- 06
Apple Search Ads holds the top position for retention and lifetime value on iOS, while Meta Audience Network and ironSource lead eCPM performance on Android and iOS, respectively.
- 07
Developers are increasingly moving toward self-publishing models to retain greater control over their assets as major publishers become more selective.