Moloco published a report on mobile game advertising costs titled Post-IDFA Mobile Game Advertising Costs: Casual vs Core.
He found that while advertising for casual games decreased by 38% in cost per install (CPI), the CPI for base games increased by 78%..
This is since the release of iOS 14.6.
The report traces the changing trends of ad spend with predictions of how advertisers must adapt in order to remain profitable in the post-IDFA landscape.
Coming from Moloco, the report analyzes programmatic advertising data to better understand the effect of Apple’s latest privacy restrictions.
To understand how ad costs will evolve after IDFA, Moloco analyzed 13.5 billion ad impressions from the iOS and Android programmatic ad ecosystems.
All data in the report was collected through the automated mobile ad buying platform Moloco Cloud between January and September 2021.
“The release of iOS 14.6 has been a game-changer for mobile marketers,” said Ikkjin Ahn, CEO of Moloco.
“While iOS installations of casual games cost on average more than twice the cost of Android installations, they are now only slightly more expensive. And as more users refuse to track, base game installation costs rise as advertisers compete to attract high-value users.
Android vs. iOS
While the average CPI of arcade, card, puzzle, and other casual genres has declined 38% since the aforementioned iOS 14.6 version, there is a noticeable difference between iOS and Android costs.
The CPI on iOS is down 45%, while the drop is 30% on Android.
Conversely, advertising costs first saw an increase on both platforms after iOS 14.5, increasing by 20% on iOS and 97% on Android.
In the core games category, including genres like action, sports, and card games, after iOS 14.5, the CPI rose 10% on iOS and 67% on Android.
Yet after iOS 14.6, Android saw an 8% drop. In contrast, iOS advertising costs increased an additional 64 percent.
Base games are generally considered more valuable than casual games, and traffic on iOS is more valuable than on Android (due to the higher IAP conversion rate, Moloco notes).
Part of the reason is that primary audiences tend to have a higher lifetime average value, which dramatically increases potential returns, which in turn increases demand.
To learn more about Moloco’s analysis, find their downloadable report here.