User Acquisition

The African mobile app market experienced a period of rapid acceleration between Q1 2020 and Q1 2021, driven by a young, mobile-first population and the unique conditions of the COVID-19 pandemic. Analysis of 6,000 apps and 2 billion installs across South Africa, Nigeria, and Kenya reveals that overall app installs grew by 41% during this period. Nigeria led this growth with a 43% increase, while South Africa saw the most immediate surge in downloads following strict lockdown measures.

The gaming sector proved particularly resilient, with installs jumping 50% in Q2 2020 as consumers sought home entertainment. This trend extended to monetization, as in-app advertising revenue surged by 167% between Q2 2020 and Q1 2021. Furthermore, in-app purchasing revenue peaked in Q3 2020, accounting for one-third of the year's total revenue. While Android remains the dominant platform with a 54% increase in non-organic installs, iOS also showed growth despite a 21% rise in cost-per-install.

Several structural trends define the current landscape, including the rise of fintech apps addressing the needs of unbanked populations and the emergence of super apps that consolidate multiple services to overcome device storage limitations. Despite this progress, challenges remain regarding connectivity, as mobile internet adoption in Sub-Saharan Africa stands at 26%, well below the global average. To succeed, marketers are encouraged to move toward a multi-moment maturity model by integrating durable measurement foundations, focusing on high-value user acquisition, and utilizing remarketing strategies to drive long-term engagement.

The casual gaming sector experienced significant growth and volatility between March 2020 and February 2021, driven largely by shifting consumer habits during the COVID-19 pandemic. While mobile gaming spend surged to nearly triple that of PC and console platforms, the market became increasingly competitive. Analysis of 246 million installs across 416 apps reveals that while the audience for casual titles is massive, the cost to acquire these users has risen sharply. The average cost-per-install (CPI) for casual games increased by 45.2% year-over-year to $1.96, while return-on-ad-spend (ROAS) saw a corresponding decline, dropping 7.5 percentage points to 29.6% by Day 30.

Market dynamics vary significantly by sub-genre and platform. Lifestyle games emerged as the most expensive to acquire at $2.57 per install but offered the highest engagement, yielding a Day 7 ROAS of 22.5%, which far outperforms Puzzle and Simulation categories. Platform trends indicate a strategic shift toward Android, where CPIs surged by 120% as marketers prepared for privacy changes on iOS. Despite this, iOS remains the more expensive platform, with an average CPI of $4.30 compared to $1.15 on Android.

Geographically, North America remains the most expensive region for user acquisition, while APAC and EMEA offer more cost-effective opportunities. Countries such as France, Germany, and South Korea are highlighted as high-performance markets with relatively low CPIs and strong ROAS. To combat rising costs and diminishing returns, the findings suggest a heavy reliance on creative experimentation, particularly through playable ads, which saw a 113% increase in usage. The data indicates that success in the current landscape requires balancing localized strategies with high-engagement ad formats to convert increasingly distracted global audiences.

The 2019 mobile gaming landscape is defined by a period of unprecedented consumer spending, with gaming apps accounting for 74% of total app store revenue. While the market continues to expand, user acquisition costs have escalated, reaching an average of $35.42 to acquire a single paying user. This environment necessitates a strategic approach to platform and regional selection, as Android currently offers a more cost-effective reach than iOS. Seasonal trends also play a critical role in performance, with the third quarter emerging as a peak period for high conversion rates and optimized acquisition costs.

Geographically, the market presents a stark contrast between established and emerging territories. North America, Japan, and South Korea remain the most expensive regions for acquisition but continue to lead in long-term retention and in-app purchase revenue. Conversely, Russia, Brazil, and the broader EMEA region offer high-value opportunities characterized by lower registration costs and strong initial conversion rates. While these emerging markets provide a lower barrier to entry, they often struggle with deep-funnel engagement and monetization compared to the high-yield but competitive Asian and North American markets.

Genre-specific data reveals that Social Casino and Hyper Casual games are the primary drivers of early engagement, with Social Casino apps achieving a category-leading 14.3% install-to-purchase conversion rate despite high acquisition costs. Hyper Casual games have solidified their position through ad-supported models and high Day 1 retention, effectively targeting non-traditional gamers in markets like Colombia and Turkey. Meanwhile, Midcore and Strategy titles demonstrate the greatest potential for long-term revenue and sustained engagement, particularly within the EMEA region, where they outperform North American benchmarks in conversion efficiency.