Liftoff: Casual games CPI grew by 45.2% in a year
Android CPI growing almost 3x times faster than iOS.
Data were collected from early March 2020 to late February 2021. The full version of the report is available here.
Average CPI for casual games grew by 45,2% - from $1.35 to $1.96 through last year. Liftoff connects it to increasing competition; pre-IDFA tests and users increased distraction.
Day 7 ROAS decreased from 12.4% in 2019-2020 to 10.6% in 2020-2021. Must mention, that the average Day 7 ROAS across all apps is 18.8%, which means that casual games are performing below the apps market. Day 30 ROAS for casual games decreased sufficiently - from 37.1% in 2019-2020 to 29.6% in 2020-2021.
The most expensive subgenre is Lifestyle (Episode - Choose Your Story; Design Home). Its CPI is $2.57. Other subgenres showing $1.92-$1.94 CPIs.
Average CPI during the coronavirus increased dramatically. From $1.21 in April 2020 to $3.19 in February 2021.
The average Android CPI is $1.15; iOS - $4.30. However, the average CPI on iOS increased by 47% in a year, while Android average CPI skyrocketed by 120%. Liftoff specialists connect it with IDFA.
Lifestyle games showing the best ROAS. They have Day 7 ROAS - 22.5%; Day 30 ROAS - 40.6%.