Alexander Semenov

Tenjin has published a marketing benchmark of hyper-casual games for the first half of 2020

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Last week, the Tenjin marketing platform released a report on the state of affairs in the hyper-casual games advertising market. We have prepared a brief extract from it in Russian.

According to Tenjin data collected from January 1 to June 31, 2020:

  • iOS accounts for 63% of all publishing spending on promoting hyper-casual games (but the situation may change due to the release of iOS 14);
  • the median CPI depends on the platform, region, and advertising network;
  • regardless of the country, the median CPI on iOS is always higher than on Android, the difference can be up to $0.20;
  • on iOS, the most expensive median CPI for hyper-casual games in the USA and Japan, it reaches $0.73 in both countries;

Median CPI of hyper-casual games on iOS by countryon Android, the median CPI is the most expensive in the same regions, only here it is significantly cheaper ($0.50 in the US and $0.41 in Japan);

Median CPI of hyper-casual games on Androi d by countrythe position of advertising networks in the top leaders in terms of money spent on promotion 

  • Facebook and Unity Ads (Ad Spend) depends on the platform (for example, the top 5 on iOS includes AppLovin, Mintegral, ironSource, Facebook and Unity Ads, and on Android — AppLovin, Google Ads, ironSource, Unity Ads and Facebook);
  • the highest median CPI on iOS, if you buy ads from ByteDance and Apple Search Ads;

Median CPI of hyper-casual games on iOS by advertising networksOn Android, Snapchat has the highest median CPI, it reaches $0.20. Then Vungle and Facebook go by a significant margin;

Median CPI of hyper-casual games on Androi d by advertising networksthe effectiveness of the leading advertising networks relative to each other does not depend much on the platform, Unity Ads has the largest number of downloads per thousand views (IPM) on both iOS and Android;

  • Unity Ads by IPM on both platforms bypasses any other advertising network several times;
  • on average, IPM regardless of the platform on Android is higher;
  • at the same time, 62% of all advertising revenue of hyper-casual games comes from iOS;
  • the top 5 highest-grossing advertising networks for hyper-casual games (we are talking about networks that account for most of the advertising revenue) looks almost identical on both iOS and Android: Google AdMob, Unity Ads, Facebook Audience Network, ironSource, AppLovin (the last two networks are swapped on Google);
  • the largest part of advertising revenue comes from the USA;
  • On both iOS and Android, Russia is among the top 10 leading countries in terms of generated advertising revenue.

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