There’s good news and bad news in the mobile games business.
The good news is that acquiring new users for your mobile game is extremely cheap right now, down to a “historical low of $1.47” per user, averaged globally over iOS and Android. The bad news is that getting your new users to actually buy anything in your game is really hard: game publishers’ cost to activate those new users with an in-app purchase is up 24% to $43.88, the highest it’s been since 2018.
The data is from a new mobile gaming apps report from Liftoff based on over 300 million installs, and 6.5 million in-app purchases.
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