Mobile gaming user acquisition costs have plummetted year-over-year, but the cost to turn an installed user into a paying one has shot up.
According to Liftoff’s 2020 Mobile Gaming Apps Report, the cost to acquire a user now averages out to $1.47 per user — down 66% from $4.37 last year.
The cost to get a user to register in a game has dropped too, from $9.17 last year to $5.72 on average per user.
However, the cost to convert to a paying user rose to $43.88 on average per user, up from $35.42 last year and $28.05 the year before that.
Broken down, it’s far cheaper to acquire an Android user — $0.89, while iOS users are pricier at $3.09. However, the report indicates that both platforms have roughly the same return on investment, with 30-day ROA at 36% for Android and 37% for iOS.
Looking further at the cost to acquire a user versus return on investment, Latin America…
