Analysis of Mobile Casual Gaming Advertising Efficiency

User Acquisition Costs in Focus

Data from Liftoff’s report indicates that the average overall Cost Per Install (CPI) for casual games in 2022-2023 hovered around $1. This marks a steadying trend compared to the volatility observed in previous years. Notably, Android emerges as the most cost-effective platform for user acquisition with a CPI of $0.63, while the CPI on iOS stands at a much higher $2.23 per install.

Ad Spend ROI Metrics

Return on Ad Spend (ROAS) remains a pivotal metric for advertisers evaluating their ad spend strategies. The report highlights that casual games recorded a 7.6% ROAS on day 7 post-install. Despite the cost disparity in CPI, both Android and iOS platforms showcase comparable ROAS figures, with iOS offering a slight edge at 7.8% compared to Android’s 7.0%.

Monthly CPI Trends

The CPI’s trajectory throughout the year reflects seasonal trends. Early 2022 saw significant fluctuations, but the latter part of the year brought stabilization. For instance, February began with a yearly low CPI of $0.61, which then sharply declined in June, falling below the $1 mark after peaking at an annual high of $1.45 in May.

ROAS Seasonal Fluctuations

The ROAS for casual games experienced variability throughout the year but typically stayed between 6% and 9%. A yearly high of 9.34% in ROAS was observed in July, followed by a decline in November and a subsequent rise in December, aligning with the year-end holiday season. Post-holidays, ROAS dipped to a 12-month low in January 2023.

Regional User Acquisition Costs

CPI varies significantly by region. North America exhibits the highest average CPI at approximately $3.59, nearly four times that of Europe, the Middle East, and Africa (EMEA). Latin America reports the lowest CPI at $0.55 per install, showcasing the diverse economic landscapes and their impact on user acquisition costs.