Core mobile game advertising costs jumped 78% after iOS 14.6

Anne Freer | November 12, 2021

App Business

Casual game ad cost have dropped 38% since the rollout of iOS 14.6 while core game advertising costs increased 78%.

That’s according to new research from mobile marketing growth experts Moloco.

Average cost per install for casual games including arcade, card and puzzle games on iOS dropped 45% compared to 30% on Android.

Advertising costs spiked following the launch of iO 14.5 but have since steadily dropped as a growing number of game publishers are having to prompt users to grant or deny access to device identifiers as part of the Apple App Tracking Transparency Framework.

“The release of iOS 14.6 has changed the game for mobile marketers,” said Ikkjin Ahn, CEO of Moloco. “While iOS installs of Casual games used to average more than twice the cost of Android installs, they’re now only slightly more expensive. And as more and more users opt out of tracking, install costs for Core games are rising as advertisers compete to attract high-value users. Although these changes are substantial, the data in this report charts a clear path to success through Q4 2021 and beyond.”

In Core games, such as action, racing and card games, ad costs rose after iOS 14.5 on both iOS and Android, but while average CPI increased 64% on iOS after 14.6, it declined 8% on Android.

This shows that advertisers consider casual games to be more valuable.

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