This benchmark report consists of anonymized data collected by Tenjin and GameAnalytics for hyper-casual games in the date range of 01.10.2022 – 31.12.2022.  The report shows the following:

  • Android ad spend share (52%) dropped by 5 percentage points compared to the third quarter of 2022
  • Median CPI has reached an all-time high on iOS ($0.42), increasing by 68% when compared with the previous quarter

Side note: Tenjin report on the hyper-casual game market

  • China has the lowest median CPI on iOS ($0.21)
  • India has the lowest median CPI on Android ($0.03)
  • When looking at ad networks, Mintegral has the lowest CPI on both Android and iOS.
  • Day 1 and day 7 retention are higher on iOS than Android (data from GameAnalytics)

A 68% increase in median CPI on iOS is partly seasonal, but it’s also a sign that the hyper-casual market is maturing. The old formula: ‘Launch a game with great metrics in the US via one advertising channel’ is no longer working for publishers, and they are starting to implement more complex advertising strategies involving multiple countries and ad channels. This is why we also see that the median CPI in the US, on iOS, has decreased by $0.06, while CPI in other countries keeps increasing and bringing the overall median CPI up.

Roman Garbar, Marketing Director at Tenjin

Download the full report here.