Founded in 2014, Tenjin offers free-to-start, pay-as-you-grow advertising measurement for mobile game and app developers. With over 25,000 apps and 300 platform partners in its vast network, it provides advertising measurement, embedded ad revenue and monetization metrics, cost aggregation, SKAdNetwork reporting, and data warehousing services. Tenjin’s final report consists of anonymized data collected by Tenjin and GameAnalytics for hyper-casual games between 01.10.2022 – 31.12.2022. The report reveals some critical data on the mobile game market.
According to the report, Android ad spending share (52%) dropped by five percentage points compared to the third quarter of 2022. Median CPI (cost per install)has reached an all-time high on iOS ($0.42), increasing by 68% compared to the previous quarter. China has the lowest median CPI on iOS ($0.21). India has the lowest median CPI on Android ($0.03). Regarding ad networks, Mintegral has the lowest CPI on Android and iOS. Day one and day seven retention are higher on iOS than Android (data from GameAnalytics)
Roman Garbar, Marketing Director at Tenjin, commented on the findings:
“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. 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.
Tenjin’s report reveals various benchmark statistics and insights valuable to mobile game marketing and game industry professionals. The full version of the report can be accessed here.