According to SuperDataResearch:

  • In 2012, the cost per install on iOS increased 22% from the beginning to the end of the year (around $2)
  • The average conversion rate (from a non-spending to a spending user) in October was 4.68%
  • The average revenue per paying user for mobile in the US is $21.45
  • CPI is expected to be between $7-$8 this holiday season

All this is to say that acquisition costs are now greater than the LTV (Lifetime Value) of the acquired user. To combat this, mobile game developers should look more deeply at cross-promotional opportunities with other developers of similar titles. Exploring acquisition from a rev share perspective should be more cost effective than buying them in the open market and in our experience, the engagement is higher with users acquired through cross-promotions.

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