A latest Liftoff report highlights trends in the casual gaming sector and the pandemic’s impact on it.
Based on an analysis of 340 billion impressions across 416 mobile apps between March 2020 and February 2021, it was observed that Androids saw a 120% increase in CPIs from $0.92 to $2.02. In contrast, iOS CPIs only managed a 47% jump from $3.28 to $4.82.
Focusing more on Android could pay off for marketers since the acquisition cost overall in iOS is nearly four times that of Android, even as both platforms offer a similar ROAS range. The IDFA changes power this shift towards Android.
Increased saturation in the gaming market with the increased challenge to gain the attention of highly-distracted users were among the reasons driving traction for Android. Moreover, the CPIs in the US are around six times that of APAC and EMEA.
[3 minute read]