Liftoff

Technology

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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.

LiftoffJan 2022

The social casino market is highly consolidated, with no new titles breaking into the top 200 rankings between August 2020 and August 2021.
Market entry is increasingly expensive, with average cost-per-install reaching $7.21 and iOS acquisition costs more than double those of Android due to privacy tracking limitations.
Battle pass mechanics experienced rapid adoption, with market penetration growing from 5% to 36% in a single year.

LiftoffJan 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.

LiftoffJan 2021

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.

LiftoffJan 2021

The social casino market is projected to grow from $6.2 billion in 2020 to $7.5 billion by 2026, though high barriers to entry and market saturation make scaling difficult for new entrants.
Acquisition costs vary significantly by platform, with iOS CPI reaching $11.09 compared to $5.00 on Android, while Latin America offers the lowest entry point at $1.43 per install.
Developers are increasingly adopting 'mid-core' features to drive engagement, with battle pass integration growing from 5% to 36% adoption in a single year.

LiftoffJan 2021

The global mobile gaming market is projected to exceed $100 billion in 2020, supported by 2.6 billion players and a 24% increase in daily in-app payments.
Midcore and strategy games are the most efficient segments, achieving a 39.5% 30-day return on ad spend with low acquisition costs, particularly on Android.
While the average cost per install has hit a record low of $1.47, the industry faces a 24% rise in install-to-purchase costs and a decline in conversion rates to 3.3%.

LiftoffJan 2020

Native ads achieve conversion rates as high as 52.8%, making them the most effective format for driving long-term user retention and high-value in-app purchases.
Acquiring an in-app purchase via native ads on iOS costs $218.09, which is nearly triple the $73.62 cost required on Android.
Disciplined A/B testing and dynamic creative strategies, as utilized by brands like Credit Karma and Groupon, can increase click-to-install rates by more than 120%.

LiftoffJan 2020