Adjustment: mobile games represent 50% of user acquisition spending

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Gaming remains the largest category of user acquisition spend on mobile devices, according to the mobile marketing analytics platform Adjust. Gaming accounts for 50% of all user acquisition ad spend, Adjust found.

To put gaming’s 50% share of user acquisition ad spend into perspective, second place (e-commerce) is only 16%. This is particularly pronounced in the Asia-Pacific region, where the distribution of ad spend for gaming applications measured by Adjust is up to 64% (followed by posts at 11%). In North America that number reaches 57% (followed by fintech at 14%) and in Europe, the Middle East and Africa stands at 39% (followed by e-commerce at 27%).

Gaming has long been the vertical top on mobile because it monetizes better than any other category. And it continues to consolidate its place by constantly evolving and innovating.

Above: Hypercasual gaming sessions have increased in Asia-Pacific.

Image Credit: Adjust

From 5,460 apps across all regions and verticals, Adjust’s global data shows the world’s leading sub-vertical is puzzle games (16%), but is shifting to role-playing games Asia-Pacific (23%).

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Games represent a quarter of all iOS downloads and 21% of all Android downloads. Adjust’s Global App Trends report showed that sessions, installs, time spent in the app, and number of sessions per day all exploded in 2021.

When it comes to installation costs on these networks globally, Apple leads the pack with $ 3.86. An install from Facebook costs $ 1.02, while Google Ads costs 91 cents. AppLovin, ironSource and Mintegral follow at 58 cents, 39 cents and 19 cents, respectively.

Hypercasual remains a major contributor

Hypercasual games are at a crossroads in 2021.

Above: Hypercasual games are still popular in 2021.

Image Credit: Supersonic Games

Hypercasual games, characterized by their lightweight, instantly playable and endlessly replayable game models, expand the traditional definition of games. Hypercasual games have developed

Adjust the increases of 43% for installs and 36% for session lengths for hypercasual games in 2020, which is an additional 44% increase in the first three quarters of 2021. Hypercasual sessions have climbed to at 72% above the 2020 average in mid-March as lockdowns started across the world. Even after that huge jump in 2020, sessions managed to grow another 2% this year – growth that would be 25% if the aforementioned peak were ruled out.

The cost of user acquisition has declined in all regions, but US users still have a significantly higher price tag at 55 cents, compared to Europe, the Middle East and Africa at 15 cents. Globally, the average cost per installation is around 25 cents.

The global study analyzed more than 270 ad networks in nearly 250 countries and 12 industry verticals. Adjust reviewed 6 billion paid installs and 160 billion open apps out of 5,460 apps.


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