In 2023, global spending on user acquisition for mobile games reached $29 billion
Last week, the marketing company AppsFlyer released a report on the state of mobile game advertising for the year 2023. Here are some facts from the report.
- In 2023, mobile gaming companies collectively spent $29 billion on user acquisition for their projects — an increase of $3.3 billion compared to 2022.
- Of this amount, $12.2 billion was spent on acquiring users in the United States. Japan ($3.07 billion) and South Korea ($1.42 billion) were also among the top three largest markets.
- The majority of the spending was on match-3 games ($8.65 billion), strategy games ($4.57 billion), RPGs ($3.84 billion), casino games ($2.72 billion), and simulation games ($2 billion).
- The average CPI (cost per install) on Android increased by 48%, whereas on iOS it dropped by 17%. Nonetheless, the CPI on iOS was still 3.5 times higher than on Android.
- Revenue from in-game purchases on iOS fell by 35% compared to 2022. On Android, it decreased by 15%.
- The share of games with hybrid monetization grew from 36% to 43%.
