Updated Mar 17, 2026 by Liftoff
Casual gaming now accounts for 74% of all mobile game installs and drives nearly 75% of mid-core game installations.
Developers are shifting from volume-based user acquisition to hybrid models that blend ad-based revenue with in-app purchases to extend player lifecycles.
North America remains the most expensive market with a $3.59 cost per install, yet it maintains a high 8.1% return on ad spend.
While iOS acquisition costs ($2.23) are significantly higher than Android ($0.63), both platforms deliver a comparable Day-7 return on ad spend of approximately 7.7%.
Simulation games currently offer the most efficient entry point for developers, maintaining the lowest acquisition costs at $0.59 per install.
Engagement strategies are increasingly competitive, with 90% of leading level-based titles using solo leaderboards and over 50% incorporating team-based races.
Nearly 25% of top-grossing casual games now integrate secondary minigames, such as hidden object or board game mechanics, to improve retention and lower acquisition barriers.
Casual gaming now accounts for 74% of all mobile game installs and drives nearly 75% of mid-core game installations.
Developers are shifting from volume-based user acquisition to hybrid models that blend ad-based revenue with in-app purchases to extend player lifecycles.
North America remains the most expensive market with a $3.59 cost per install, yet it maintains a high 8.1% return on ad spend.
While iOS acquisition costs ($2.23) are significantly higher than Android ($0.63), both platforms deliver a comparable Day-7 return on ad spend of approximately 7.7%.
Simulation games currently offer the most efficient entry point for developers, maintaining the lowest acquisition costs at $0.59 per install.
Engagement strategies are increasingly competitive, with 90% of leading level-based titles using solo leaderboards and over 50% incorporating team-based races.
Nearly 25% of top-grossing casual games now integrate secondary minigames, such as hidden object or board game mechanics, to improve retention and lower acquisition barriers.