Liftoff and GameRefinery have released a large report in which they talked about the situation with advertising in mobile casual games for the period from May 2021 to May 2022. We have selected a few facts from it.
▪️The average CPI was $1.1 (-44%). The most expensive installation was for lifestyle games – the average CPI was $1.4. The cheapest CPI was for simulators — $0.91.
The ROAS indicator also fell over the year. ROAS D7 decreased from 10.96% to 7.31%, and ROAS D30 — from 29.6% to 17.81%.
The highest ROAS (both on the seventh day and the thirtieth) was for lifestyle games – 10.57% and 22.5%, respectively.