Core games experienced a 78% surge in iOS CPI following the iOS 14.6 release, driven by intensified competition for a shrinking pool of high-value, trackable users.

According to "Post-IDFA Mobile Game Advertising Costs: Casual vs Core": Core games experienced a 78% surge in iOS CPI following the iOS 14.6 release, driven by intensified competition for a shrinking pool of high-value, trackable users.

Casual games saw a 38% decline in iOS CPI post-iOS 14.6, while Android CPI for the same segment rose by 16%.

According to "Post-IDFA Mobile Game Advertising Costs: Casual vs Core": Casual games saw a 38% decline in iOS CPI post-iOS 14.6, while Android CPI for the same segment rose by 16%.

Android CPI for core games increased by 36% during the same period, reflecting broader market volatility across platforms.

According to "Post-IDFA Mobile Game Advertising Costs: Casual vs Core": Android CPI for core games increased by 36% during the same period, reflecting broader market volatility across platforms.

The historical CPI gap between iOS and Android has narrowed for casual titles, suggesting that Android installs now provide monetary value comparable to iOS for that segment.

According to "Post-IDFA Mobile Game Advertising Costs: Casual vs Core": The historical CPI gap between iOS and Android has narrowed for casual titles, suggesting that Android installs now provide monetary value comparable to iOS for that segment.

iOS remains the premium channel for core games due to higher in-app purchase conversion rates, despite the significant cost increases.

According to "Post-IDFA Mobile Game Advertising Costs: Casual vs Core": iOS remains the premium channel for core games due to higher in-app purchase conversion rates, despite the significant cost increases.

The analysis is based on 13.5 billion programmatic ad impressions across iOS and Android tracked between January 1, 2021, and September 30, 2021.

According to "Post-IDFA Mobile Game Advertising Costs: Casual vs Core": The analysis is based on 13.5 billion programmatic ad impressions across iOS and Android tracked between January 1, 2021, and September 30, 2021.

Strategic mitigation of post-IDFA volatility requires diversifying media spend and utilizing machine-learning-based bidding optimized for return-on-ad-spend.

According to "Post-IDFA Mobile Game Advertising Costs: Casual vs Core": Strategic mitigation of post-IDFA volatility requires diversifying media spend and utilizing machine-learning-based bidding optimized for return-on-ad-spend.

Back to report

Key Insights

Post-IDFA Mobile Game Advertising Costs: Casual vs Core

Moloco~9 min full read

01
Core games experienced a 78% surge in iOS CPI following the iOS 14.6 release, driven by intensified competition for a shrinking pool of high-value, trackable users.
02
Casual games saw a 38% decline in iOS CPI post-iOS 14.6, while Android CPI for the same segment rose by 16%.
03
Android CPI for core games increased by 36% during the same period, reflecting broader market volatility across platforms.
04
The historical CPI gap between iOS and Android has narrowed for casual titles, suggesting that Android installs now provide monetary value comparable to iOS for that segment.
05
iOS remains the premium channel for core games due to higher in-app purchase conversion rates, despite the significant cost increases.
06
The analysis is based on 13.5 billion programmatic ad impressions across iOS and Android tracked between January 1, 2021, and September 30, 2021.
07
Strategic mitigation of post-IDFA volatility requires diversifying media spend and utilizing machine-learning-based bidding optimized for return-on-ad-spend.

That's the gist.

Dive into the full report for the data, charts, and sources behind these takeaways.

Read the full report