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Mobile Gaming Apps Report: 2019 User Acquisition Trends & Benchmarks
1 Jan 201952 pages~38 min full read
Gaming apps dominate the mobile market, generating 74% of total app store revenue despite rising user acquisition costs that average $35.42 per paying user.
See it on page 4Android provides a more cost-effective reach for user acquisition compared to iOS, with the third quarter identified as the optimal period for high conversion rates and lower acquisition costs.
See it on page 8North America, Japan, and South Korea remain the most expensive regions for acquisition but offer the highest long-term retention and in-app purchase revenue.
See it on page 27Emerging markets including Russia, Brazil, and the EMEA region offer lower registration costs and strong initial conversion, though they often lag behind established markets in deep-funnel monetization.
See it on page 12Social Casino apps lead the industry with a 14.3% install-to-purchase conversion rate, despite the high costs associated with acquiring their users.
See it on page 44Hyper Casual games leverage ad-supported models and high Day 1 retention to capture non-traditional gamers, particularly in markets like Colombia and Turkey.
See it on page 34Midcore and Strategy titles provide the best long-term revenue potential, with EMEA-based titles currently outperforming North American benchmarks in conversion efficiency.
See it on page 19The 2019 mobile gaming landscape is defined by a period of unprecedented consumer spending, with gaming apps accounting for 74% of total app store revenue. While the market continues to expand, user acquisition costs have escalated, reaching an average of $35.42 to acquire a single paying user. This environment necessitates a strategic approach to platform and regional selection, as Android currently offers a more cost-effective reach than iOS. Seasonal trends also play a critical role in performance, with the third quarter emerging as a peak period for high conversion rates and optimized acquisition costs.
Geographically, the market presents a stark contrast between established and emerging territories. North America, Japan, and South Korea remain the most expensive regions for acquisition but continue to lead in long-term retention and in-app purchase revenue. Conversely, Russia, Brazil, and the broader EMEA region offer high-value opportunities characterized by lower registration costs and strong initial conversion rates. While these emerging markets provide a lower barrier to entry, they often struggle with deep-funnel engagement and monetization compared to the high-yield but competitive Asian and North American markets.
Genre-specific data reveals that Social Casino and Hyper Casual games are the primary drivers of early engagement, with Social Casino apps achieving a category-leading 14.3% install-to-purchase conversion rate despite high acquisition costs. Hyper Casual games have solidified their position through ad-supported models and high Day 1 retention, effectively targeting non-traditional gamers in markets like Colombia and Turkey. Meanwhile, Midcore and Strategy titles demonstrate the greatest potential for long-term revenue and sustained engagement, particularly within the EMEA region, where they outperform North American benchmarks in conversion efficiency.
