Market (Mobile)ยทUpdated Jun 25, 2026 by AdQuantum
Marketers reduced mobile game creative volume by nearly 30% year-over-year in H1 2022, shifting focus from raw install volume to performance metrics like Cost Per Purchase and In-App Purchase Return on Ad Spend.
Advertising costs rose significantly, with CPMs increasing 18% for mobile games and 64% for non-gaming applications.
Advertisers are increasingly prioritizing the Android ecosystem, which now accounts for approximately 70% of all mobile game creatives.
To mitigate high costs and market saturation in the U.S., publishers are expanding into emerging Tier-2 and Tier-3 geographic markets.
Publishers are diversifying beyond traditional social media channels, placing greater strategic emphasis on App Store Optimization, Apple Search Ads, and search-driven discovery.
Developers are successfully using predictive analytics and first-party data to replace IDFA-based targeting, with opt-in prompt success rates reaching up to 51% in hyper-casual segments.
Marketers reduced mobile game creative volume by nearly 30% year-over-year in H1 2022, shifting focus from raw install volume to performance metrics like Cost Per Purchase and In-App Purchase Return on Ad Spend.
Advertising costs rose significantly, with CPMs increasing 18% for mobile games and 64% for non-gaming applications.
Advertisers are increasingly prioritizing the Android ecosystem, which now accounts for approximately 70% of all mobile game creatives.
To mitigate high costs and market saturation in the U.S., publishers are expanding into emerging Tier-2 and Tier-3 geographic markets.
Publishers are diversifying beyond traditional social media channels, placing greater strategic emphasis on App Store Optimization, Apple Search Ads, and search-driven discovery.
Developers are successfully using predictive analytics and first-party data to replace IDFA-based targeting, with opt-in prompt success rates reaching up to 51% in hyper-casual segments.