Adjust: in the first half of the year, 50% of all costs for attracting mobile users fell on games
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.
