During the holiday season, user acquisition costs will increase

SuperData, an American research company, reports that the cost of acquiring users has exceeded the average income that developers of games for tablets and smartphones receive.

Along with the development of the market, market prices are also growing. In the first half of 2013, the cost of acquiring one user was on par with revenue. However, at the end of the summer, expenses began to increase.

According to the company, in October, the cost per installation (CPI) of mobile games was $2.73, and the average revenue per user was only $1.96. It is likely that during the upcoming holidays, the CPI will at least double the revenue per user. This means that developers will have to keep users in the game for two or more months before they start making a profit.

The holiday season still remains an important time for the release of games. Apple sells most of its devices between October and December. It is logical to assume that enthusiastic owners of the new iPhone and iPad will spend Christmas morning in search of mobile games.

Source: www.superdataresearch.com