In the first half of 2021, game developers spent more on attracting users than developers of any other mobile applications. They accounted for 50% of all UA costs. The marketing company Adjust told about this in its new research.
In the study, Adjust analyzed 270 advertising networks in 250 countries. She studied 5,460 applications and 6 billion paid downloads of projects.
The main thing from the report:
- If you look by country, game developers from the Asia-Pacific region were most actively invested in UA. In this region, games accounted for 64% of the cost of attracting mobile users in the first six months of 2021;
- The second place belongs to North America. Here, the share of mobile games in UA costs was 57%;
- but in Europe, the Middle East and Africa, the share of games in UA costs was 39%. However, it’s still bigger than other apps;
- on average, in the first half of the year, one game installation (CPI) on iOS cost developers $3.86. Installing from Facebook cost $1.02, Google Ads — $0.91, AppLovin — $0.58, ironSource — $0.39, and Mintegral — $0.19;
- separately, Adjust assessed the situation with hyper-casual games. Last year, downloads of these titles jumped by 43%, and the number of sessions by 36%. Growth continued in 2021. For example, the number of sessions increased by 2 more%;
- according to analysts, the price for attracting one hyper-casual gamer is gradually decreasing. On average, one user costs developers $0.25. The most expensive hyper—casual gamers live in the USA – the average CPI in the States is $0.55. Whereas in Europe, the Middle East and Africa, you have to pay about $ 0.15 to attract one gamer.