Liftoff: the average price of a game installation is $4.07

It costs $4.07 to attract a user to the game today. In order for the player to become a paying one, you will have to pay $50.69 already. Liftoff advertising network told about this in the report on trends in user purchases.

The funnel of game attraction according to Liftoff looks like this:

The installation, which does not guarantee startup and even registration, costs $4.07. If an advertiser wants to get a guaranteed registration, he should pay an amount that is already twice as much. The cost of a paying user is already jumping more than five times.

But this is an average situation “in the hospital”. Depending on the platform, the gender of users and the genre of the game, the numbers vary.

Traffic prices on iOS are much higher than on Android. But in Liftoff, I think this is justified, since users of Apple devices are better involved and are more likely to pay.

Men as paying players are worth more than women, while getting a woman to download an app is more expensive.

Casual games have the lowest CPI – $2.40. This genre also has the minimum cost of such an action as buying an IAP by a player – $26.81. The most expensive installations and the cost for making a purchase are from casino games.

The full report can be downloaded from this link.

The data was collected by Liftoff from October 2015 to October 2016. More than 7.8 billion ad impressions and 3.6 million downloads were processed.

A source: Liftoff