Key insights
6 takeaways · ~2 min read- 01The mobile gaming market is shifting away from pure hyper-casual models toward hybrid strategies that combine ad revenue with in-app purchases (IAP) to counter declining profitability.See it on page 2
- 02Profitability in the hyper-casual sector has been negatively impacted by iOS App Tracking Transparency, post-COVID user behavior shifts, and higher publisher thresholds for hit metrics.See it on page 2
- 03The United States leads global eCPM earnings across both Android and iOS, while India holds the top position for total ad impressions and IAP volume.See it on page 3
- 04Apple Search Ads is the dominant ad network on iOS, occupying three of the top-ranked positions, whereas Applovin leads the Android advertising landscape.See it on page 3
- 05IronSource and Meta are the top-performing networks for revenue generation across both Android and iOS operating systems.See it on page 3
- 06Developers are increasingly moving toward self-publishing and integrating meta-gameplay elements to diversify monetization and improve long-term value (LTV) outcomes.See it on page 2
Summary
The report examines the evolving landscape of mobile gaming in 2023, focusing on the decline of pure hyper‑casual profitability and the rise of hybrid models that blend ad revenue with in‑app purchases. It attributes the downturn to factors such as iOS App Tracking Transparency, post‑COVID user behavior shifts, and stricter publisher gatekeeping that now demands “absolute hit” metrics. Consequently, developers increasingly self‑publish and diversify monetization strategies, incorporating IAPs and meta gameplay elements.
Key findings highlight that India leads in ad impressions and IAP volume, while the United States dominates eCPM earnings across both Android and iOS platforms. Apple Search Ads remains the top iOS ad network, securing three of the highest positions, whereas Applovin dominates Android advertising. In monetization channels, ironSource and Meta networks top the rankings for revenue generation on both operating systems. The data set spans global markets, covering major regions such as North America and Asia, and includes both Android and iOS ecosystems.
The methodology relies on Tenjin’s comprehensive data warehouse, aggregating millions of installs and ad impressions to produce rankings and predictive insights. The analysis integrates LTV prediction models, attribution visualization, and advanced metrics to provide actionable guidance for publishers transitioning from hyper‑casual to hybrid monetization strategies.
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