Report

Mobile Gaming Apps Report: 2019 User Acquisition Trends & Benchmarks

1 January 201952 pages7,654 words

Summary

The 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.

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