The latest Hyper-Casual Benchmark Report for Q3 2022 from Tenjin shows that Android’s share of ad spending is up seven percentage points over Q1. iOS ad spending for hyper-casual games was 43%.

Side note: Mobile games market report for August from SocialPeta.

CPI is still higher on iOS than on Android, with a difference of $0.10. However, this is less than the $0.15 average over the past four years. This indicates that Android is becoming more competitive.

U.S. and Japan lead in Android ad spending

Taking a closer look at the regional breakdown of ad spending in hyper-casual segments, Tenjin found that in Q3 2022, the U.S., Japan and Brazil led the top three in Android ad spending with CPI of $0.56, $0.44 and $0.06, respectively. Brazil’s low CPI potentially makes the market a priority for Android developers and marketers.

CPI Mintegral on Android

A review of the top 10 ad networks by spend shows that Mintegral has the lowest CPI at $0.08 for Android, and Meta has the most expensive at $0.30. On iOS, Unity Ads has the lowest CPI at $0.15, followed by Mintegral at $0.19. Apple’s search ads are the most expensive on iOS at $0.62.

This data was obtained from thousands of hyper-casual mobile games to provide developers with valuable insights on where to target spending for maximum impact. On a macro level, this also points to an increase in Android ad spending and CPI, which continues the recent trend of Android’s superiority. However, user retention is still significantly higher on iOS.

Roman Garbar, marketing director at Tenjin

Retention rate on iOS

Retention rates in D1 and D7 are higher on iOS compared to Android. On Day 1, the retention rate for the top 2% of games was 51% on iOS and 42% on Android; on Day 7, the retention rate on iOS was 22% and 16% on Android. Low retention at the one-week mark is a common problem among hyper-casual games.

Today, hyper-casual games are a fast-growing mobile app genre that has seen growth over the past few years. These games are characterized by simplicity and are based on traditional arcades. This minimalism has made it easier for app developers and publishers to create and launch hyper-casual games, affecting the performance of the mobile gaming industry.

You can download the full report on the hyper-casual market on Tenjin’s official website.