Report · January 1, 2025

Mobile Growth and Monetization Report 2023

Published by Unity

Summary

The report establishes that mobile game monetization is most effective when focused on early‑stage conversion and strategic ad placement. Analysis of 31 billion in‑app purchase events shows that 77 % of players who convert do so within the first two weeks, with currencies and limited‑time sales accounting for 22–23 % and 15–20 % of revenue respectively. Pricing the first purchase between $1 and $5 maximizes conversion efficiency, while targeting tier‑2 markets and deploying offerwalls can further enhance retention. Rewarded‑ad data, derived from 31 billion monthly impressions and 158 million installs, identifies high‑engagement placements between levels, in the IAP store, and lobby screens. Extra‑reward, currency, and gacha offers drive the greatest engagement. Offerwalls contribute roughly 33 % of total ad revenue, delivering about $4.68 per converted user; multi‑reward offers generate 60–82 % of conversions and can yield up to $68 per completion. These insights suggest that placing high‑visibility rewarded ads and integrating offerwalls can simultaneously boost retention and monetization. Complementary tactics such as custom store pages further improve player engagement. Offerwall conversions can increase day‑7 to day‑120 retention by up to fivefold, especially for high‑engagement segments. Custom store pages allow developers to align in‑game messaging with ad creatives, reducing resource costs and enhancing conversion rates. Targeting genre‑specific markets—sports in Japan or trivia in South Korea—can lift click‑through rates above tier‑2 averages, underscoring the importance of data‑driven audience and creative optimization. Overall, the findings emphasize a focused strategy: early conversion pricing, strategic rewarded‑ad placement, offerwall integration, and tailored store experiences. These combined tactics deliver measurable gains in retention, revenue, and campaign efficiency across iOS and Google Play platforms worldwide.

From the report

Mobile insights 1 Mobile Insights MOBILEGROWTH ANDMONETIZATION REPORT / 2023 Increase efficiency in your monetization and user acquisition strategies with data-backed insights to help you achieve more with less. with data-backed insights to help you achieve more with less. 1MoMb1ilens1ghtTlafaceh2 3 2 0 2 N O ITAZ ITENOMDNAHTWORGEL IBOM → 3 2 0 2 N O ITAZ ITENOMDNAHTWORGEL IBO

> **[Chart page]** This page contains visual data — view in PDF for the best experience. 2 Table of contents ABOUT THE DATA The data in this report is drawn from the Unity We take data privacy seriously and have omitted portfolio of products, and specifically games that and anonymized information from this report use monetization and user acquisition services. that would individually identify any single game, developer, or publisher. Games are broken out It leverages original data from over 31 billion into publicly available categories as defined on ads served each month, 250 million average the iOS and Google Play stores where available users reached each day, and 158 million average The data shown in the charts and graphics is 06-13 GETTOFIRSTIAP 14 MONETIZEEXISTING - average monthly in-app purchases (IAPs) 1 7 enabled by Unity. CONVERSIONSFASTERPL AY ERBASES 18- 29 COMPLEMENTIAP 30 ADVERTISE - ANDIAAWITH 35 EFFICIENTLY OFFERWALL © 2023 Unity Unity Technologies Technologies 3 2 2 0 0 2 2 N N O O I I T T A A Z Z I I T T E E N N O O M M D D N N A A H H T T W W O O R R G G E E L L I I B B O O M M → → 3 3 2 2 0 0 2 2 N N O O I I T T A A Z Z I I T T E E N N O O M M D D N N A A H H T T W W O O R R G G E E L L I I B B O O

3 Introduction ACHIEVINGMORE In this year’s Unity Gaming to be more efficient with WITHLESS → Report, we shared that while monetization and user The data in this report is drawn from the Unity player growth continues for acquisition investments. portfolio of products, and specifically games that mobile gaming, there’s been a use monetization and user acquisition services. that would individually identify any single game, softness for in-app purchase This report provides data- It leverages original data from over 31 billion into publicly available categories as defined on ads served each month, 250 million average (IAP), and the in-app ads (IAA) backed insights on how the iOS and Google Play stores where available users reached each day, and 158 million average market faced challenges in the to get more out of your monthly installs. It also looks at 47 million original to Unity. average monthly in-app purchases (IAPs) second half of 2022. resources for a better return enabled by Unity. on investment from money, When revenue slows, it can time, or other costs. put pressure on resources throughout the business. Monetization and user acquisition are no exceptions. In a tougher year, it’s critical for studios to find ways 3 2 0 2 N O ITAZ ITENOMDNAHTWORGEL IBOM → 3 2 0 2 N O ITAZ ITENOMDNAHTWORGEL IBO

4 Introduction ACHIEVINGMORE Our experts have analyzed Unity data for WITHLESS → unique insight on: The data in this report is drawn from the Unity We take data privacy seriously and have omitted portfolio of products, and specifically games that → IAP payer and conversion trends use monetization and user acquisition services. that would individually identify any single game, → Recommendations for ad placement and reward design It leverages original data from over 31 billion → Diversifying monetization with new revenue sources ads served each month, 250 million average the iOS and Google Play stores where available users reached each day, and 158 million average → The best genres to run user acquisition campaigns in The data shown in the charts and graphics is monthly installs. It also looks at 47 million original to Unity. → Leveraging custom landing pages average monthly in-app purchases (IAPs) enabled by Unity. By increasing efficiency in your monetization and user acquisition activities, you can achieve more with less. 3 2 0 2 N O ITAZ ITENOMDNAHTWORGEL IBOM → 3 2 0 2 N O ITAZ ITENOMDNAHTWORGEL IBO

5 Key findings 01 02 KEYFINDINGSGETTOFIRSTIAPIMPROVEIAASUCCESS CONVERSIONSFASTERWITHBETTERPLACEMENTS The data in this report is drawn from the Unity The majority of players who will ever convert ANDREWARDS portfolio of products, and specifically games that to IAP will do so within the first two weeks, so and anonymized information from this report More than half of rewarded ad placements are use monetization and user acquisition services. make sure your item and pricing strategy is set found between levels, with top-engaging reward up for success. developer, or publisher. Games are broken out types being currencies, gacha mechanics, and It leverages original data from over 31 billion into publicly available categories as defined on additional rewards. ads served each month, 250 million average the iOS and Google Play stores where available users reached each day, and 158 million average The data shown in the charts and graphics is monthly installs. It also looks at 47 million original to Unity. average monthly in-app purchases (IAPs) 03 04 enabled by Unity. OFFERWALLCANHELPTARGETINGTACTICSANDNEW DIVERSIFYREVENUESOURCESSOLUTIONSCANIMPROVEUSER ANDIMPROVERETENTIONACQUISITIONCAMPAIGNS Offerwalls are complementary to both in-app purchases and in-app advertising. Implementing this ad unit doesn't just increase revenue, but can also lead to a significant lift in retention for players who engage with it. Targeting tier-2 markets or specific genres that have stronger performance can give advertisers a competitive advantage. While custom store page solutions give new opportunities to improve conversion for early adopters.

n also lead to a significant lift in retention for players who engage with it. Targeting tier-2 markets or specific genres that have stronger performance can give advertisers a competitive advantage. While custom store page solutions give new opportunities to improve conversion for early adopters. 3 2 0 2 N O ITAZ ITENOMDNAHTWORGEL IBOM → 3 2 0 2 N O ITAZ ITENOMDNAHTWORGEL IBO

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Words: 8,071
Type: Report

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