Market (Overall)·Updated Mar 17, 2026 by GameAnalytics
Hyper-casual median CPI reached an all-time high of $0.42 in Q4 2022, with iOS experiencing a significant $0.17 increase compared to the previous quarter.
iOS consistently outperformed Android in retention, with top-tier (top 2%) games achieving 45% Day 1 retention on iOS compared to 38% on Android.
The United States recorded the highest iOS median CPI among top ad-spending countries at $0.80, while Brazil fell out of the top ten ranking.
Android median CPI grew by $0.05 in Q4 2022, with South Korea and Canada seeing the steepest regional increases at $0.06 each.
Day 7 retention for the top 25% of games reached 10% on iOS versus 6% on Android, highlighting a widening performance gap between platforms.
Median Day 7 retention across all titles remained low at 7% for iOS and 4% for Android, emphasizing the critical nature of early-stage player engagement.
Hyper-casual median CPI reached an all-time high of $0.42 in Q4 2022, with iOS experiencing a significant $0.17 increase compared to the previous quarter.
iOS consistently outperformed Android in retention, with top-tier (top 2%) games achieving 45% Day 1 retention on iOS compared to 38% on Android.
The United States recorded the highest iOS median CPI among top ad-spending countries at $0.80, while Brazil fell out of the top ten ranking.
Android median CPI grew by $0.05 in Q4 2022, with South Korea and Canada seeing the steepest regional increases at $0.06 each.
Day 7 retention for the top 25% of games reached 10% on iOS versus 6% on Android, highlighting a widening performance gap between platforms.
Median Day 7 retention across all titles remained low at 7% for iOS and 4% for Android, emphasizing the critical nature of early-stage player engagement.