- 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.