Tenjin releases H1 2023 follow up to From Hyper to Hybrid in 2023 report

The report shows that the hybrid monetization trend from 2022 continues. IAPs are up, while ECPMs are down.
tenjin logo over dark background.

In a follow-up to the From Hyper to Hybrid in 2023 report, Tenjin has unveiled the most recent trends in mobile advertising and ad monetization.

Tenjin has previously published a report focusing on the evolving trends and rankings in ad monetization and advertising. The report shed light on the changing landscape of the hyper-casual business, emphasizing the need for developers to adapt to the market’s shifting dynamics.

The follow up report compares 2023 H1 to 2022, and one of the key findings shows that total installs for Android devices have not changed while the top 5 countries based on total install for iOS devices have seen a dramatic change. In 2022, China was ranked second in total installs for iOS devices, and Saudi Arabia was ranked fourth. Both countries did not make the top 5 in the first half of 2023.

Commenting on the findings, Roman Garbar, Marketing Director at Tenjin, said:

“The continuous decline in average eCPMs signals the changing monetization landscape.

With that said, ad monetization is not going anywhere, and the key lies in finding a sustainable balance. The remarkable growth in the number of in-app purchases is a testament to that. Game developers have embraced hybrid monetization and successfully implemented it.”

The full report is also made available to download.

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