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82 reports matching your filters

User Acquisition

Report17 pages

Hyper-Casual Games Benchmark Report: Q4 2022

Hyper-casual median CPI reached an all-time high of $0.42 in Q4 2022, with iOS experiencing a significant $0.17 increase compared to the previous quarter.
iOS consistently outperformed Android in retention, with top-tier (top 2%) games achieving 45% Day 1 retention on iOS compared to 38% on Android.
The United States recorded the highest iOS median CPI among top ad-spending countries at $0.80, while Brazil fell out of the top ten ranking.

Market Analysis Monetization User Acquisition+3

TenjinDec 2022

Report19 pages

Hyper-Casual Benchmark Report Q3 2022

Hyper-casual revenue remains primarily driven by high-volume user acquisition paired with optimized ad mediation to maximize value during short player lifecycles.
Market leadership among ad networks is defined by the ability to deliver massive scale at low costs per install while integrating seamlessly with attribution partners.
Successful publishers are mitigating the impact of privacy-driven attribution changes by utilizing sophisticated data analytics to balance ad spend across diverse networks.

Market Analysis Monetization User Acquisition+3

TenjinSept 2022

Report75 pages

Store Intelligence Data Digest: Q1 2022

Global app downloads reached 36.9 billion in Q1 2022, a 1.4% year-over-year increase, with mobile gaming accounting for 14.34 billion of those installs.
The U.S. video streaming market has significantly fragmented, with the top three apps' market share dropping from 80% in 2019 to 37% in Q1 2022 due to the rise of competitors like Disney+ and HBO Max.
TikTok surpassed 3.5 billion all-time downloads to become the top global app, while Meta reclaimed its position as the leading global publisher for the first time in two years.

Market Analysis Global Mobile+1

Sensor TowerApr 2022

Report17 pages

The Hyper-Casual Benchmark Report: Q3 2022

Retention is the primary differentiator for success, with top-tier hyper-casual games significantly outperforming the median cohort as acquisition costs rise.
Median cost-per-install (CPI) reached record highs in Q4 2022, hitting $0.20 on Android and $0.42 on iOS.
iOS consistently outperforms Android in retention, with top-tier titles achieving 45% Day 1 retention on iOS compared to 38% on Android.

Market Analysis Monetization User Acquisition+5

TenjinJan 2022

Report68 pages

Mobile App Trends 2022: A Global Benchmark of App Performance

Mobile gaming remains the dominant sector, capturing 52% of total consumer spend and seeing a 32% increase in global installs.
The mobile economy reached record-breaking scale with $170 billion in consumer spending and $336 billion in projected ad spend.
Fintech experienced significant growth with a 34% rise in installs and 53% increase in sessions, though acquisition costs (eCPI) spiked from $1.05 to $3.40.

Market Analysis Global User Acquisition+2

AppLovinJan 2022

Report18 pages

Hyper-Casual Games Benchmark Report

Median CPI for hyper-casual games reached an all-time high of $0.42 in Q4 2022, signaling a significant increase in user acquisition costs.
Median CPL rose to $0.20 on both Android and iOS in Q4 2022, with Android costs increasing by $0.05 and iOS costs by $0.17 compared to Q3.
iOS consistently outperforms Android in player retention, with top-tier games achieving 45% day-1 retention on iOS compared to 38% on Android.

Monetization User Acquisition

TenjinJan 2022

Report75 pages

Store Intelligence Data Digest: Q2 2022

In a historic shift for the U.S. App Store, consumer spending on non-gaming applications surpassed gaming revenue for the first time, driven by a 129% increase in non-game subscription revenue compared to 2019 levels.
The global mobile market saw a 2.5% year-over-year decline in total downloads to 35 billion in Q2 2022, though Google Play retained the largest share with 27.2 billion installs.
Meta solidified its market dominance by owning four of the top five most-installed apps globally, contributing to an 11% year-over-year increase in the company's total downloads.

Market Analysis Global Mobile+1

Sensor TowerJan 2022

Report31 pages

2022 App Marketer Survey

Privacy regulations are the primary industry obstacle, with 64% of marketers reporting negative impacts from Apple’s App Tracking Transparency (ATT) rollout.
Data loss resulting from privacy changes has left 73% of marketers feeling uninformed, while 72% report increased costs for user acquisition.
Despite a mixed industry outlook, 59% of marketers have increased their 2022 performance targets, though 48% are currently struggling to meet these goals.

Market Analysis User Acquisition Marketing+3

LiftoffJan 2022

Report42 pages

The State of Mobile Game and App Markets: H1 2022

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.

Market Analysis Mobile Marketing+3

AdQuantumJan 2022

Report31 pages

App Marketer Survey (2022)

Privacy regulations are the primary industry challenge for 2023, identified by 43% of marketers as their top concern.
73% of marketers report feeling 'in the dark' regarding user data access, while 72% cite rising costs as a significant barrier to performance.
Despite privacy-driven data scarcity, 52% of marketers plan to increase their advertising budgets for the upcoming year.

Marketing Mobile Global+2

LiftoffJan 2022

Report16 pages

Modern Mobile Consumer 2022: App Discovery Report

Mobile gaming has become a universal behavior, with 60% of non-gaming app users playing mobile games daily, matching social media as the top usage category.
In-app advertising is a primary driver for app discovery, leading to downloads for 70% of gaming audiences and 78% of non-gaming control group users.
While users typically maintain over 20 apps on their devices, the majority limit their daily engagement to only five to ten apps.

User Acquisition Monetization In-Game Advertising+3

ironSourceJan 2022

Report68 pages

Mobile App Trends 2022

The mobile industry generated $170 billion in consumer spending and $288 billion in advertising expenditures during 2021.
Apple’s App Tracking Transparency framework saw a 25% global opt-in rate, exceeding initial industry expectations for resilience.
Fintech and gaming led installation growth at 35% and 32% respectively, while e-commerce downloads increased by 12%.

Market Analysis User Acquisition Retention+2

AdjustJan 2022

Report30 pages

Mobile Ad Creative Index: 2022

Playable ads in the gaming sector achieve the lowest cost-per-install (CPI) at $1.98, while banner ads generate the highest 30-day return on ad spend (ROAS) at nearly 22%.
iOS advertising costs are frequently double those of Android, making Android the more cost-effective platform for mobile user acquisition.
There is a significant disconnect between player psychology and creative execution, with only 4% of casual game video ads and less than 1% of midcore ads successfully targeting specific player motivations.

Advertising In-Game Advertising User Acquisition+2

LiftoffJan 2022

Report30 pages

The State of Mobile Game Advertising: U.S. 2021

Mobile game advertising in the U.S. remained resilient through H1 2021, showing no immediate negative impact from IDFA privacy changes.
Mobile games continue to dominate the share of voice across major ad networks, with platforms like AppLovin, MoPub, Facebook, AdMob, and Unity reporting an increased focus on gaming-related advertisements.
Successful user acquisition strategies are increasingly dependent on matching specific game genres to networks with compatible demographics, such as YouTube for younger, male-dominated strategy/RPG audiences and Adcolony for older, female-focused casino players.

Market Analysis Advertising Creative Ads+3

Sensor TowerJan 2021

Report27 pages

Mobile Game Store Asset Optimization Trends 2021

The release of iOS 15 in late 2021 introduced native A/B testing for up to 90 days and the ability to create 35 unique Custom Product Pages, enabling highly targeted audience acquisition.
Top-performing publishers are aligning App Store screenshots and icons with high-performing ad creatives—such as Playrix and Nexters' 'Pull the Pin' ads—to reduce user acquisition costs and minimize conversion friction.
Successful mobile game publishers treat store assets as dynamic marketing tools rather than static elements, frequently updating them to reflect seasonal events, anniversaries, and live operations.

App Store Optimization Market Analysis User Acquisition+2

Sensor TowerJan 2021

Whitepaper63 pages

White Paper on Global Mobile Games 2021

Rising acquisition costs and iOS privacy regulations triggered a 200% surge in ad creatives and a 34% year-over-year increase in CPMs on platforms like Meta.
The United States became the most expensive market for mobile advertising, reaching an average CPM of $28.18.
Total advertiser market growth slowed by 5% in 2021, forcing developers to prioritize data-driven optimization and regional targeting to protect ROI.

Market Analysis Mobile User Acquisition+4

SocialPetaJan 2021

Report63 pages

White Paper on Global Mobile Games

Mobile advertising has shifted toward a video-first model, with video ads now accounting for over 85% of total spend and vertical formats outperforming horizontal ones with conversion rates near 0.15%.
Privacy regulations have forced a move toward probabilistic attribution models like SKAN, shifting industry focus from granular user targeting to high-quality creative design.
Ad creative volume surged 200% year-over-year in 2021, while CPMs increased by 34%, reflecting a period of intense market competition.

Monetization In-Game Advertising User Acquisition+2

SocialPeta Data Research InstituteJan 2021

Report15 pages

The African Mobile Apps Landscape (2021)

Between Q1 2020 and Q1 2021, mobile app installs across Nigeria, South Africa, and Kenya grew by 41%, with Nigeria leading the growth at 43%.
The gaming sector saw a 50% jump in installs during Q2 2020, while in-app advertising revenue for gaming surged by 167% between Q2 2020 and Q1 2021.
In-app purchasing revenue for gaming peaked in Q3 2020, contributing one-third of the total annual revenue.

Market Analysis Marketing User Acquisition+2

AppsFlyerJan 2021

Report28 pages

Casual Gaming Apps Report: The State of Play in 2021

Casual gaming user acquisition costs rose significantly between March 2020 and February 2021, with the average cost-per-install (CPI) increasing 45.2% year-over-year to $1.96.
Return-on-ad-spend (ROAS) for casual games declined by 7.5 percentage points to 29.6% by Day 30, signaling a tightening market for profitability.
Android CPIs surged 120% as marketers shifted strategies ahead of iOS privacy changes, though iOS remains more expensive with an average CPI of $4.30 compared to $1.15 on Android.

Market Analysis Global Mobile+2

LiftoffJan 2021

Report13 pages

Mobile Game Video Ads Analysis: Optimal Video Lengths and End Cards

Optimal video ad length varies significantly by genre, ranging from 10 seconds for Social Casino to 46 seconds for RPGs.
Hyper-Casual games achieve peak performance with 37-second ads paired with video end cards.
Strategy games perform best with 33-second ads, while Puzzle games reach peak efficacy at 22 seconds; both benefit most from app store end cards.

Market Analysis In-Game Advertising User Acquisition+2

LiftoffJan 2021