Monetization
Report
The Hyper-Casual Benchmark Report: Q3 2022
The hyper-casual mobile gaming sector experienced a notable escalation in acquisition costs during the latter half of 2022, characterized by rising median cost-per-install (CPI) rates across both Android and iOS platforms. By the fourth quarter of 2022, median CPI reached all-time highs of $0.20 on Android and $0.42 on iOS. This upward trend in acquisition spending was global, as no major market tracked by ad spend experienced a decrease in median CPI on Android, while iOS markets saw varied fluctuations, including a significant decrease in the United States and notable increases in France and Germany. Retention metrics reveal a consistent performance advantage for iOS over Android across all tiers of game quality. For the top 2% of hyper-casual titles, iOS achieved a 45% Day 1 retention rate compared to 38% on Android, with Day 7 retention figures similarly favoring iOS at 19% versus 14%. This performance gap persists among the top 25% of games and the median cohort, where iOS maintains a higher percentage of returning players. These findings underscore a widening disparity between high-performing titles and average games, emphasizing the critical importance of engagement optimization in a landscape of increasing user acquisition costs. The analysis draws upon data from over 100,000 games and one-third of the global mobile player base to establish these benchmarks. By segmenting performance by platform and geographic region, the data highlights the shifting economic landscape for developers and publishers. The findings suggest that while market saturation and rising costs present significant challenges, the ability to maintain player retention remains the primary differentiator between top-tier hyper-casual games and the broader market.
TenjinJan 2022
Report
Newzoo IP-Based Mobile Games Report (2022)
Intellectual property has emerged as a primary driver of success in the mobile gaming landscape, particularly as privacy changes like Apple’s IDFA have complicated traditional user acquisition. In 2021, the dominance of established franchises was underscored by the fact that only one non-IP title reached the top ten global downloads. High-spending players, defined as those investing over $25 per month, demonstrate a significantly higher propensity to download games based on familiar franchises compared to low spenders. This trend translates into superior long-term value and revenue potential for developers who leverage recognized brands to bypass rising marketing costs. The global market exhibits distinct regional dynamics regarding IP performance. While Western properties such as Disney and Marvel achieve massive download volumes worldwide, Eastern IPs—specifically those originating from Japanese manga and Chinese literature—consistently lead the top-grossing charts. This financial success is driven by the integration of deep monetization mechanics, such as gacha systems, and a strong cultural fit within Asian markets. However, the mere presence of a popular brand does not guarantee longevity. Success requires a "fan-first" approach where game mechanics align seamlessly with the source material. Titles like Umamusume: Pretty Derby illustrate how high-quality simulation and immersive character work drive retention, whereas technical shortcomings or a poor fit between the genre and the IP can lead to rapid player churn. Long-term profitability in the IP-based mobile sector depends on deep collaboration between developers and licensors to create exclusive content that expands the franchise's universe. Experts emphasize that localized cultural optimization and high production values are essential for maintaining engagement. By utilizing comprehensive market data and consumer research, industry stakeholders can better navigate these trends, sizing global opportunities and identifying the specific franchise-mechanic combinations that resonate most effectively with high-value audiences.
NewzooJan 2022
