iOS Users Spent $1 Billion in Social Casino Apps Amid COVID-19 Pandemic, Says New Report from Liftoff and GameRefinery
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Report from Liftoff and GameRefinery reveals unique trends in the mobile market. It reveals record spend in social casino apps during the height of the pandemic and shifts in platform engagement following Apple’s privacy regulations.
iOS users spent $990 million on social casino apps during the peak of the pandemic. The category's U.S. market share dropped year-over-year, from 19.43% in Q3 2020 to 18.89% by Q2 2021. More than half of social casinos' users are over 45, and their user base is split 50/50 between men and women.
Apple kills the IDFA, leading Android to win this round of the “Platform Wars” Android is now the leading platform for casino apps. Cost-per-install on iOS increased to 9.9% year-over-year, up to $11.09. Android CPIs dropped 13.7% between August 2020 and August 2021.
North America has the highest engagement of all global regions, but the CPIs are the lowest. APAC offers a CPI half that of NAR, at $5.68. Marketers looking for great value should look to APAPAC.
The 2021 Social Casino Report draws from Liftoff+Vungle and GameRefinery’s internal data from August 1, 2020 and August, 2021. It spans 83 billion ad impressions, 1.1 billion clicks across 239 different apps, 12 million installs and 39 million events.
Liftoff is a mobile app marketing platform that helps companies acquire and retain high-quality mobile apps users at scale. It uses prediction intelligence and unbiased ML to find engaged users for mobile marketers. Liftof has offices in New York, San Francisco, Seattle, Berlin, London, Paris, Singapore, Seoul and Tokyo.
GameRefinery is the leading provider of feature-level data in the mobile games market. Its customers include Zynga, Wargaming, King, and FunPlus. It uses unique algorithms and a team of expert analysts to help developers, investors, publishers uncover the drivers behind success.
