In today’s competitive mobile gaming market, standing out and getting high-quality users is harder than ever. Marketers often spend a significant amount on campaigns without knowing if the results are effective. Without clear CPI, IPM, or ROAS benchmarks, it’s very difficult to know if you're spending too much, not performing well enough, or missing chances to grow.
You might spend heavily on ads and see installs, but no real engagement. Or you might focus on cheap installs, only to get players who quit immediately. Without solid benchmarks, every campaign feels like a guessing game. You can't properly judge how good your creatives are, whether your audience is a good fit, or if your budget is being used wisely. That uncertainty slows down growth, frustrates your team, and puts you at a disadvantage compared to competitors who use data to guide their decisions.
This blog provides 2025-aligned CPI, IPM, and ROAS benchmarks specifically for mobile game user acquisition (UA) campaigns, along with tactical advice for optimizing them. You’ll see realistic cost-per-install ranges, expected engagement levels, and return-on-ad-spend targets, so you can plan better, catch weak spots early, and focus on what drives profit from the start.
Cost Per Install (CPI) Benchmarks
Understanding current CPI benchmarks by region, network, and channel is essential for setting realistic goals for user acquisition campaigns. Below is a breakdown of average cost-per-install figures validated by 2024–2025 industry reports and tailored to mobile gaming apps:
1. US Cost Ranges
Recent App Marketing benchmarks for North America indicate that mobile game CPI can vary significantly depending on genre, operating system, and the maturity of the target market. For a high-level view of CPI benchmarks in the US (including Canada as part of “North America”):
Overall Mobile Game CPI (North America):
iOS: $3.16 per install
Android: $2.97 per install
Genre-Specific CPI Benchmarks (2024 figures, US market):
Hyper-Casual: iOS $2.50, Android $1.50
Casual/Puzzle: iOS $3.00, Android $2.00
Mid-Core: iOS $4.50, Android $3.25
Strategy/Hardcore/RPG: iOS $5.50–$6.00, Android $4.00–$4.50
Action/Simulation/Arcade: iOS $3.75–$4.50, Android $2.50–$3.00
Sports/Racing: iOS $3.50, Android $2.50
These figures represent the average North American performance across major ad networks for Q4 2024 and Q1 2025. Note that iOS CPIs remain approximately 30–50% higher than those of Android, driven by the stronger monetization potential among Apple users.
2. Global Network Averages
When planning multi-region campaigns, reference these CPI benchmarks drawn from late 2024 through early 2025 data:
Global iOS CPI (App Store): $3.60 per install
Combined North America CPI: $5.28 per install (average for US + Canada combined)
APAC CPI: $0.93 per install
Latin America CPI: $0.34 per install
EMEA CPI (Europe, Middle East, Africa): $1.03 per install
Emerging regions such as APAC ($0.93) and LATAM ($0.34) drive Android CPIs down, as mature markets (NAM at $5.28, EMEA at $1.03) have higher costs, particularly on iOS. Global averages typically fall in the $1–$1.50 range per install.
Note that no single, officially published “weighted global average” existed in early 2025; advertisers should blend Android’s $1.22 and iOS’s $3.60 based on their budget mix to estimate a tailored global campaign CPI.
3. Channel-Specific Benchmarks
Within those global network averages, individual ad-tech partners exhibit distinctive CPI benchmarks. The following weighted figures represent median CPIs observed in H2 2024–Q1 2025 for mobile gaming campaigns:
ironSource: $2.75 per install.
AppLovin & Vungle (combined median): $3.00 per install.
Unity Ads: $2.50 per install.
These channel-specific CPIs include both iOS and Android placements, averaged across genres. Depending on your game’s genre and creative quality, mid-point CPIs can shift by ± $0.50, so monitor performance closely.
Note: CPI varies significantly across rewarded video vs. interstitials; games with high D1 retention often perform better on Unity and ironSource.
Actionable Tips to Lower CPI Benchmarks
1. Creative A/B Testing
Run structured multivariate tests on creatives, such as CTA position, messaging tone, and visual contrast, to improve CTR and ultimately reduce CPI. Even minor adjustments can have a significant impact on performance.
2. Live Gameplay Trailers for Hyper-Casual Games
Utilize raw gameplay loops for hyper-casual ads, as they outperform polished trailers in driving IPM and minimizing the drop-off from creative to install. This approach can enhance user trust and interest.
3. Geo-Diversification
Allocating advertising budgets to emerging markets, such as Southeast Asia and Latin America, can be a cost-effective strategy. These regions often offer lower advertising costs, providing additional volume without compromising quality.
4. Network Negotiation and Volume Discounts
High-volume ad spend with self-serve Demand-Side Platforms (DSPs) or managed accounts (e.g., ironSource, Unity) can trigger CPI floors or negotiated pricing tiers. This strategy can lead to more favorable CPI rates.
5. Platform-Specific Optimization
iOS (SKAdNetwork and AdAttributionKit): Utilizing Apple's SKAdNetwork 4.0 and transitioning to AdAttributionKit can enhance attribution accuracy while maintaining user privacy. These frameworks support multiple postbacks and improved conversion tracking.
Android: Adopting SDKs compatible with Android's privacy measures ensures better attribution and campaign optimization. Staying up to date with platform-specific requirements is crucial for effective advertising.
Aligning campaigns to these CPI benchmarks, adjusted for region, OS, and genre, allows you to set realistic targets, optimize budget allocation, and pursue incremental CPI reductions without compromising install quality.
Now that we’ve covered CPI norms across regions, networks, and channels, let’s focus on IPM benchmarks, so you can see how creative resonance and audience alignment drive installs.
Also Read: SKAN 4 Implementation and Measurement Guide
Install Per Mille (IPM) Benchmarks
A higher IPM (Installs Per Mille) indicates stronger creative resonance and/or better audience alignment, flagging underperforming ads that should be optimized or paused to prevent wasted spend.
Casual Gaming Averages (2025)
To set realistic goals for IPM in casual genres, consider the following benchmarks drawn from leading 2025 reports:
1. Global and Regional Benchmarks
In 2024, the global median IPM across all gaming apps was 4.27.
North America led with a median IPM of 6.23, while the MENA (Middle East and North Africa) region topped 11.56, reflecting high ad engagement and efficient routing in these markets.
Europe and the Asia-Pacific (APAC) region typically saw IPMs in the 4–7 range; APAC’s larger installation volume helps sustain slightly higher IPMs than Western Europe.
2. OS Splits
On average, iOS casual ads deliver 10–20% higher IPM than Android, thanks to stronger audience targeting and ad network yield.
However, iOS CPIs for casual‐genre installs run 907% higher than Android (per Liftoff’s 2025 Casual Gaming Apps Report), so relying on IPM alone without considering CPI can inflate early‐funnel costs.
3. Subgenre Benchmarks
Racing Games: Highest IPM in 2024 at 24.99, reflecting strong ad‐to‐install conversion on performance creatives.
Music Games: Second‐highest IPM of 14.41 in 2024, benefiting from emotionally engaging UGC‐style hooks.
Hypercasual (Casual) Games: The median IPM rose from 8.1 in 2023 to 8.86 in 2024, as measured by Adjust. Liftoff and Singular data suggest that hybrid-casual subgenres average IPMs of 9–11 in early 2025.
4. Creative‐Level Insights
AppsFlyer’s 2025 Creative Optimization report reveals that in casual games, “Pure Failure” storyline endings generated a +65% increase in IPM on Social & Search compared to “Pure Success” hooks, underscoring the value of testing emotionally resonant narratives.
Actionable Tips
When comparing similar creative concepts, choose the variation with the higher IPM, even if it carries a 5–10% higher CPI. Strong early-funnel performance (IPM) often translates into more stable mid- and late-funnel metrics, such as D1 retention and D7 ROAS. For example, Failure-to-Success arcs in hypercasual gaming drove a 78% increase in IPM while requiring 40% less spend than conventional success narratives, yielding a better overall ROI despite a slightly higher per-install cost.
Having established what solid IPM performance looks like, it’s time to examine ROAS benchmarks and understand how those installs translate into real return on ad spend.
Also Read: Creative Optimization in 2025: Actionable Insights Report
Return on Ad Spent (ROAS) Benchmarks
In a growth-focused campaign, the goal is often to scale installs even if the ROAS hovers around breakeven (1×). In contrast, a profitability-oriented campaign sets a higher ROAS target, commonly 2 times or more, to ensure that each dollar spent returns a surplus. By clearly defining whether the objective is to maximize volume (scale) or preserve margins (profitability), marketers can select appropriate ROAS benchmarks and allocate budgets accordingly.
Industry Benchmarks by Category, Region, and OS
Mobile gaming ROAS benchmarks vary widely by game category, region, and operating system. Drawing on 2025 data:
Casual Games: According to Udonis’s 2025 Casual Games Market report, the median Day-7 (D7) ROAS for casual titles is 7.6% across both platforms, with iOS at 7.8% and Android close behind. Liftoff data shows that Day-30 (D30) ROAS for casual games averages 47% on iOS and 15% on Android, reflecting stronger long-term returns on Apple devices. Casual publishers often use a D7 ROAS of roughly 5%–8 % as a benchmark for initial performance.
Mid-Core Games: Mid-core games (such as RPGs and strategy titles) achieve stronger early returns on Android, with a Day-7 ROAS of 6.1% compared to 4.3% on iOS. By Day 90, Android titles with hybrid monetization models average a 1.46× ROAS, outperforming IAP-only games at 0.93×. Top North American studios aim for a 7×–10× return on ad spend (ROAS) over 30–90 days, while European developers target 4×- 7×, and APAC studios typically aim for 3×- 5×, adjusting for licensing costs and market competition.
Budget Allocation: Moloco’s 2025 State of Mobile Gaming report finds that the top 5 advertisers dedicate, on average, 19% more of their total UA budget to ROAS-optimized bids compared to the broader Top 100 cohort. These ROAS-driven campaigns prioritize high-quality cohorts over pure volume.
Segwise Best Practices
AI-Powered Creative Analysis: Automatically tags every ad asset (visuals, text, audio) and reports their performance metrics, including ROAS against platform benchmarks. It surfaces tag metrics falling below your campaign’s break-even ROAS threshold for manual review, without explicitly flagging those values as underperforming or automatically pausing or re-optimizing them.
Automated Bid-Management: Integrate ironSource’s ROAS Optimizer or AppLovin’s bidding engine to shift budget toward high-return placements. In 2025, hybrid monetization mid-core titles on ironSource average a 3-5x ROAS, while Unity Ads typically deliver 2-3x ROAS for pure IAP casual games.
High-ROAS Creative Formats: Prioritize proven formats by category and region. iOS casual games using video ads achieve a ~47% Day-30 ROAS, whereas interstitials in Europe drive a 40% higher CTR (and often a stronger ROAS) compared to banners.
Actionable Tips
1. Shift Budgets Dynamically:
Continuously track each campaign’s ROAS against region- and OS-specific benchmarks. The global report for North American iOS casual games shows an average ROAS of 2.5×–4×, making a 3× target practical. In Asia-Pacific Android casual titles, benchmarks sit at 1.8×–3.2× ROAS, so 1.8× is a conservative floor. Reallocate spend in real time from underperformers to campaigns that meet or exceed targets, prioritizing live performance signals.
2. Employ Incremental Lift Testing:
Use marketing mix modeling (MMM) or causal inference experiments to isolate the true incremental return on ad spend (ROAS). For example, AppsFlyer’s 2024 “State of App Monetization” report shows that Android mid-core games using a hybrid IAA+IAP model achieved a 1.46× return on ad spend (ROAS) by Day 90, compared to 0.93× for IAP-only models, confirming that broader IAA placements significantly boost returns.
3.Optimize by Region & OS:
Segwise’s sourced global benchmarks (Feb 2025) suggest:
North American iOS games average 2.5–4 times ROAS.
Asia-Pacific Android games achieve an average ROAS of 1.8–3.2 times.
Review segmented benchmarks monthly and set custom targets for each geographic operating system (OS) pairing.
4. Prioritize High-LTV Channels:
Focus your spend on ad networks known to outperform in terms of ROAS for your category: ironSource (3×–5× for hybrid mid-core), Unity Ads (2×–3× for casual IAA), and TikTok Ads (2.2×–3.8× for Gen-Z-targeted titles).
5. Refresh Creatives Regularly
Track creative performance weekly. As soon as any ad falls below its break-even return on ad spend (ROAS), pause or iterate it. Replace fatigued assets with proven high-ROAS variants.
With clear CPI, IPM, and ROAS targets in hand, the next step is outlining an actionable optimization framework that ties these benchmarks together and guides your daily campaign decisions.
Also Read: Understanding the Difference between ROAS and ROI in Marketing
Actionable Optimization Framework
Use these prioritized steps to align acquisition goals with 2025 CPI/IPM/ROAS benchmarks:
Set Tiered Targets: Compare your CPI/IPM/ROAS benchmarks by genre (e.g., hypercasual, midcore) and channel (search, social, programmatic) to establish realistic cost-per-install goals and ROAS thresholds. Align targets with 2025 industry norms to ensure spend efficiency.
Segment Campaigns: Divide campaigns by platform (iOS vs. Android), region (e.g., NA, EMEA, APAC), and creative format (video, playable, interstitial) based on CPI, IPM, and ROAS benchmarks. This allows you to track each segment’s performance against relevant benchmarks and adjust budgets swiftly when deviations occur.
Bid Toward ROAS: Configure bids to maximize ROAS rather than only minimizing CPI, using 2025 median ROAS levels on performance channels as your baseline. Prioritize audiences and creatives that have historically generated sufficient in-app value to cover acquisition costs.
Creative Testing Cadence: Rotate ad formats (e.g., user-generated tutorials, influencer-led videos) weekly, comparing each variant’s IPM/ROAS uplift to 2025 benchmarks. Quickly pause underperforming creatives and scale successful ones to maintain budget efficiency.
Iterate by Cohort: Group users by D1, D7, and D30 retention/monetization data, then compare each cohort’s CPI/IPM/ROAS performance to category benchmarks. Adjust bid multipliers, creative allocations, and audience segments to favor cohorts that drive higher lifetime value.
Localize Spend: Monitor shifts in CPI/IPM/ROAS benchmarks across markets and reallocate budget to regions where cost efficiency and ROAS potential align (e.g., shifting from high-cost iOS in NA to lower-cost but improving ROAS in LATAM). Ensure that spending consistently targets the best-performing markets.
Regularly review benchmark shifts to keep strategies optimized. Those actionable steps form the backbone of a data-driven user acquisition (UA) strategy. Now, in the conclusion, let’s summarize the key takeaways and set you up for long-term growth.
Also Read: Solving Challenges In Mobile Gaming Analytics With Data Insights
Conclusion
The benchmarks outlined above demonstrate that successful mobile gaming user acquisition relies on setting realistic, data-driven targets and continually optimizing toward them.
For CPI, understanding regional differences (e.g., North America iOS CPIs at approximately $3.16 vs. Android at approximately $2.97) and genre-specific costs (e.g., Hyper-Casual iOS at $2.50, Mid-Core iOS at $4.50) supports more accurate budgeting and geo-diversification strategies.
IPM benchmarks (e.g., global median IPM at 4.27, North America at 6.23, Hyper-Casual around 8.86) reveal which creatives resonate most. Prioritizing high-IPM variations, such as “Pure Failure” hooks, can deliver greater impact than slight differences in CPI.
ROAS targets must align with campaign goals: scale-focused efforts may tolerate breakeven ROAS. In contrast, profitability-driven campaigns often set D7 ROAS targets of 5–8% for casual games or 1.8×–3.2× for APAC Android mid-core titles.
Practical steps, such as tiered targeting, segmentation by platform, region, and creative format, dynamic bid adjustments, incremental lift testing, and localized budget shifts, help drive lower CPIs, higher IPMs, and stronger ROAS without compromising quality or retention.
Ready to optimize every dollar you spend and scale with confidence? Begin your 14-day free trial of Segwise today.
FAQs
1. What factors influence mobile game cost-per-install (CPI)?
CPI is driven by game genre, country (e.g., higher in Tier-1 markets like the US), platform (iOS vs. Android), and competition levels, premium genres or regions with affluent users command higher CPIs.
2. How do I calculate Installs Per Mille (IPM), and what are typical benchmarks?
IPM equals the number of installs per 1,000 ad impressions; as of Q2 2024, average IPMs were around 0.78 on iOS and 4.58 on Android.
3. How is Return on Ad Spend (ROAS) calculated for mobile gaming campaigns?
ROAS is simply the revenue generated from an ad campaign divided by the total cost of that campaign (e.g., $5,000 revenue / $1,000 ad spend = 5× ROAS).
4. What are typical ROAS benchmarks across different regions for mobile games?
North America usually sees 2.5×–4× ROAS, Europe 2×–3.5×, Asia-Pacific 1.8×–3.2×, and emerging markets (LATAM/Africa) around 1.5×–2.8×.
5. What strategies can I use to lower my CPI?
Common tactics include running A/B tests on creatives, diversifying to lower-cost geos (e.g., Southeast Asia), negotiating volume discounts with ad networks, and tailoring campaigns to platform-specific requirements.
