Tenjin has released its Hyper-Casual Benchmark Report for Q3 2022, which shows the following:
- Android has reached an all time high 57% share of hyper-casual games’ ad spend. In Q1 2022, ad spend was split 50-50 between Android and iOS.
- The CPI gap between iOS and Android has fallen to just 10 cents.
- Brazil could be a sweet spot for hyper-casual games monetization, with very low CPI relative to ad spend.
- Mintegral has the lowest CPI on Android.
- Unity Ads has the lowest CPI on iOS.
- Day 1 and day 7 retention are higher on iOS than Android (data from GameAnalytics).
Commenting on the findings, Roman Garbar, Marketing Director at Tenjin, said:
“This data comes from many thousands of hyper-casual mobile games, offering devs useful insights on where their user acquisition spend can be targeted for maximum impact. On a macro level, it also indicates increasing ad spend and CPIs on Android, continuing the recent trend of Android ascendancy, although retention remains considerably stronger on iOS.”
Download the full report here.
About Tenjin
Tenjin offers free to start, pay as you grow advertising measurement for mobile game and app developers. We help small and medium-sized companies punch above their weight with marketing insights that enable them to compete with giant publishers. Tenjin was integral to the growth of studios including Ruby Games, Voodoo, Kooapps, and Say Games, and is currently trusted by more than 25,000 apps and 300 platform partners. Founded in 2014 and headquartered in San Francisco and Berlin, core Tenjin products include advertising measurement, embedded ad revenue and monetization metrics, cost aggregation, SKAdNetwork reporting, and data warehousing.