Does anyone have an idea of what is the average CPI for hypercasual games or casual games ??

Understanding the Landscape of CPI in Mobile Gaming

In the dynamic and highly competitive mobile gaming industry, specifically within the hypercasual and casual genres, understanding User Acquisition (UA) metrics is paramount for success. The Cost Per Install (CPI) stands as one of the most critical Key Performance Indicators (KPIs) that developers and marketers track religiously. It serves as a direct measure of the efficiency of advertising spend in acquiring new users for a game. The question of what constitutes an “average” CPI is complex, as it is influenced by a multitude of factors, including geographic location, target platform, ad network efficiency, creative quality, and the time of year.

Our analysis delves deep into the CPI benchmarks for hypercasual and casual games, providing a comprehensive overview that moves beyond simple figures. We will dissect the nuances of CPI across different regions, explore the specific characteristics of hypercasual versus casual genres, and examine the strategies that can influence these costs. The primary goal of this article is to provide a data-driven, authoritative guide that helps developers, publishers, and UA managers set realistic expectations and optimize their marketing budgets effectively. The initial query regarding a CPI range of $0.20 to $0.50 is a relevant starting point, but the reality is far more granular, and we will explore why that is.

Defining the Core Concepts: Hypercasual vs. Casual CPI

Before diving into the numbers, it is essential to establish a clear distinction between the two genres in question, as their CPI benchmarks often diverge significantly due to their different target audiences, monetization strategies, and development cycles.

Hypercasual Games CPI Characteristics

Hypercasual games are defined by their simplicity, instant playability, and mass-market appeal. They require no onboarding, feature intuitive mechanics, and offer a “pick up and play” experience. Titles like Stack Ball, Helix Jump, or Paper.io fall into this category. The primary monetization model for hypercasual games is in-app advertising (IAA), relying heavily on ad revenue from interstitials and rewarded videos. This model dictates a low-margin, high-volume user acquisition strategy. Consequently, the hypercasual CPI is aggressively optimized. Developers in this space often target CPIs that are as low as possible to ensure a positive Return on Ad Spend (ROAS), as the Lifetime Value (LTV) per user is typically lower than in other genres. The focus is on rapid scalability and viral potential.

Casual Games CPI Characteristics

Casual games, on the other hand, possess a bit more depth. Genres like puzzle, match-3, simulation, and idle games (e.g., Candy Crush Saga, Homescapes, SimCity BuildIt) fall under this umbrella. They often feature level progression, more complex mechanics, and a stronger emphasis on retention and engagement. While still heavily reliant on IAA, many casual games incorporate In-App Purchases (IAPs) to monetize their user base, creating a hybrid model. This allows for a higher LTV compared to hypercasual games. Therefore, the acceptable casual game CPI is generally higher, as developers can afford to pay more to acquire a user who is more likely to make a purchase. The user base is more targeted, and the competition for high-quality users is more intense.

The Critical Factors Influencing CPI Benchmarks

An “average” CPI is a theoretical number that is rarely applicable in practice. Real-world CPIs fluctuate dramatically based on several key variables. Understanding these drivers is the first step toward effective budget planning and UA campaign management.

Geographic Location and Tiered Markets

The single most significant factor affecting CPI is the user’s geographic location. The global market is typically segmented into Tiers based on the economic power and advertising demand of a region.

• Tier 1 Countries: This group includes the United States, United Kingdom, Canada, Australia, Germany, France, and Japan. These markets have high user spending potential, particularly for IAPs in casual games. However, the competition for ad inventory is fierce, leading to significantly higher CPIs. In Tier 1, CPIs for hypercasual can range from $1.00 to $3.00+, while for casual games, they can easily exceed $2.50 to $5.00, especially for iOS.
• Tier 2 Countries: This tier encompasses regions like Western Europe (excluding Germany/France), Brazil, Mexico, South Korea, and parts of Southeast Asia. CPIs here are more moderate, offering a balance between cost and user value. Expect hypercasual CPIs in the $0.30 to $0.80 range and casual CPIs between $0.80 and $2.00.
• Tier 3 Countries: This group includes India, Indonesia, Philippines, and other developing nations. Due to lower ad spend and intense competition for low-cost inventory, CPIs are the lowest. Hypercasual CPIs can be as low as $0.05 to $0.20, and casual CPIs might range from $0.20 to $0.70. While the CPI is low, the monetization value is also lower, making scale essential.

Platform: iOS vs. Android

The platform choice plays a crucial role, particularly following Apple’s App Tracking Transparency (ATT) framework. Historically, iOS CPIs were higher than Android CPIs due to the higher spending power of iOS users.

• iOS CPI: Post-ATT, attribution has become more challenging, often leading to increased costs as campaigns become less optimized. For casual games on iOS in Tier 1 countries, CPIs are consistently the highest across the board, often making up the upper end of the benchmarks mentioned.
• Android CPI: Android typically offers a lower CPI, making it an attractive platform for hypercasual developers focusing on volume. The market is more fragmented, but the ability to acquire users at a lower cost remains a key advantage. However, in emerging markets, the gap between iOS and Android CPIs is narrowing.

Ad Networks and Bidding Strategies

The choice of ad network (e.g., Meta, Google Ads, AppLovin, ironSource, TikTok) and the bidding strategy employed can drastically alter CPI. Modern UA relies on automated bidding systems (e.g., Target Cost Per Install - tCPI). The efficiency of the network’s algorithm, the quality of its traffic, and the level of competition on a specific creative or audience segment all contribute to the final cost. A well-optimized campaign on a network with strong machine learning capabilities can achieve a significantly lower CPI than a poorly managed one on a premium network.

Creative Quality and Relevance

Ad creatives are the frontline of user acquisition. A compelling, relevant, and engaging video or playable ad can generate high click-through rates (CTR) and conversion rates (CVR), which directly lowers CPI. Platforms like Facebook and TikTok reward high-performing creatives with lower costs. For hypercasual, simple, fast-paced videos showcasing the core mechanic work best. For casual games, creatives that hint at a narrative, a challenge, or a satisfying visual can be more effective. Continuously testing and refreshing creatives is a non-negotiable strategy for maintaining a low CPI.

Seasonality and Competition

CPI is not static; it fluctuates throughout the year. Periods like the fourth quarter (Q4), encompassing Black Friday, Cyber Monday, and the holiday season, see a massive surge in ad spend across all industries. This increased demand drives up the cost of ad inventory, leading to higher CPIs. Conversely, January often sees a dip in CPIs as consumer spending decreases. Similarly, major events like the World Cup or new movie releases can temporarily inflate ad costs in specific verticals.

Detailed CPI Benchmarks for Hypercasual Games

As a publisher or developer focused on hypercasual, your primary goal is volume and efficiency. The CPI benchmarks for this genre are the most competitive globally.

CPI Benchmarks by Region (Android Focus)

Hypercasual CPIs are often lowest on Android due to the nature of the traffic and user demographics.

• United States (Tier 1): The CPI for hypercasual games on Android in the US typically ranges from $0.80 to $1.50. iOS CPIs can be significantly higher, often $1.50 to $2.50+. This is a highly competitive space, and breaking even requires excellent retention and ad placement.
• United Kingdom (Tier 1): Similar to the US, UK CPIs are robust, generally falling between $0.70 and $1.40 on Android and higher on iOS.
• Brazil (Tier 2): A key market for hypercasual volume, Brazil offers much lower CPIs, typically in the $0.15 to $0.35 range. This allows for rapid scaling but requires a massive user base to generate significant revenue.
• India (Tier 3): As one of the largest markets by volume, India presents extremely low CPIs. Hypercasual developers can often acquire users for $0.05 to $0.12. However, eCPMs (effective cost per thousand impressions) are also very low, making profitability a challenge that relies on sheer scale.
• Southeast Asia (Tier 3): Countries like Indonesia and the Philippines offer CPIs in the $0.10 to $0.25 range, making them attractive for top-of-funnel user growth.

Understanding the Hypercasual CPI Funnel

The hypercasual CPI is just the beginning of the analysis. The critical metric that follows is the Day 1 (D1) Retention Rate. A game with a CPI of $0.10 and a 20% D1 retention is often less valuable than a game with a CPI of $0.20 and a 40% D1 retention. The higher retention leads to more ad impressions per user over their lifetime, ultimately generating more revenue. Therefore, the focus in hypercasual is not just on the lowest possible CPI but on the optimal CPI that balances install cost with retention and engagement metrics.

Detailed CPI Benchmarks for Casual Games

The CPI landscape for casual games is more varied due to the diversity of sub-genres (puzzle, simulation, card, strategy) and the inclusion of IAPs. The value of a casual user is higher, justifying a higher acquisition cost.

CPI Benchmarks by Sub-genre and Region

Casual game CPIs are highly dependent on the target audience’s willingness to spend.

• Puzzle Games (e.g., Match-3): This is a crowded but lucrative genre. In Tier 1 countries, CPIs can range from $2.00 to $4.50 on iOS and $1.50 to $3.00 on Android. The competition is fierce, but the LTV potential is high.
• Simulation Games (e.g., City Builders, Idle Games): These games attract a dedicated audience. CPIs are often slightly lower than for puzzle games, typically falling between $1.20 and $3.50 in Tier 1 markets on iOS. The retention rates are generally higher, which helps justify the cost.
• Casual Card/Strategy Games: These hybrid-casual titles often have higher CPIs due to a more targeted audience. In the US, iOS CPIs can easily surpass $3.00 to $6.00, with Android following closely behind.

The Impact of ATT on iOS CPI for Casual Games

The introduction of ATT has profoundly impacted CPI for casual games on iOS, especially in Tier 1 countries. Without the ability to track users across apps, ad networks have less data for optimization, leading to more “wasted” spend and higher costs to find high-value users. This has widened the CPI gap between iOS and Android for many developers. As a result, many UA managers are shifting budget toward Android or non-SKAN traffic sources to maintain efficiency. The post-ATT CPI for a Tier 1 casual game on iOS can be 30-50% higher than pre-ATT levels.

Is the $0.20 to $0.50 CPI Range True? A Critical Analysis

The user’s question of whether a CPI of $0.20 to $0.50 is realistic is excellent. The answer is nuanced: Yes, this CPI range is absolutely achievable, but almost exclusively for hypercasual games on Android in Tier 2 and Tier 3 countries, or for casual games in Tier 3 countries.

For Hypercasual Games

For a hypercasual game targeting non-English speaking regions like Brazil, Mexico, or Southeast Asia, a CPI in the $0.20 to $0.50 bracket is not only achievable but often the target. With strong creatives and efficient bidding, developers can even push below $0.20 in markets like India or Indonesia. However, for hypercasual campaigns targeting Tier 1 countries like the US or UK, this CPI range is highly unrealistic and would likely indicate a problem with campaign delivery or targeting (e.g., targeting a non-competitive, low-volume audience).

For Casual Games

For casual games, the $0.20 to $0.50 range is generally considered very low in the current market. It is realistically achievable only under specific circumstances:

1. Tier 3 Markets: Targeting India, Brazil, or other developing nations for a casual game (especially a simulation or puzzle title) can result in CPIs in this range.
2. Android-Only Campaigns: Exclusively focusing on Android can lower costs compared to a blended iOS/Android strategy.
3. Very Broad Targeting: While not always recommended, extremely broad targeting can sometimes yield lower CPIs, though at the cost of user quality and retention.

For a casual game developer targeting Tier 1 countries for IAP revenue, a CPI of $0.50 would be a dream scenario. Realistic targets are much higher, as discussed previously.

Strategies for Achieving Lower CPIs in Hypercasual and Casual Games

Achieving a competitive CPI requires a multi-faceted strategy that combines creative excellence, technical optimization, and smart targeting.

Mastering Creative Testing and Optimization

Creative fatigue is a constant battle. To keep CPI low, we must continuously test new ad formats and concepts.

• Playable Ads: For hypercasual, playable ads are king. They allow users to “try” the game before installing, leading to higher quality installs and better retention. We focus on short, engaging playables (15-30 seconds) that highlight the core loop.
• Video Ads: For both hypercasual and casual, video remains essential. We test end screens, calls-to-action (CTAs), and hooks. For casual games, narrative-driven videos that show a character’s journey or a puzzle’s difficulty can be highly effective.
• A/B Testing: We systematically test different creative elements: colors, sounds, text overlays, and character animations. Using platforms with robust A/B testing tools is crucial for identifying winning variations quickly.

Refining Targeting and Audience Segmentation

While broad targeting can lower initial CPI, it often leads to higher costs in the long run due to poor retention. A more sophisticated approach involves:

• Lookalike Audiences: For casual games, creating lookalike audiences based on existing high-LTV users is a powerful method to find new users with similar profiles, even if the initial CPI is slightly higher.
• Interest-Based Targeting: Targeting users interested in specific game genres, apps, or hobbies can help narrow the audience to more relevant prospects.
• Geo-Targeting Optimization: For hypercasual, we might start with broad geo-targeting and then optimize based on performance data, shifting budget away from regions with high CPI and low retention.

Leveraging Ad Network Bidding Strategies

Most major ad networks now offer automated bidding options. We leverage Target CPI (tCPI) or Target ROAS (tROAS) bidding to let the platform’s machine learning algorithms optimize for our goals. By feeding the algorithm clean data (via SDK integration and proper event tracking), we can train it to find users who are not only cheap to acquire but are also likely to engage and monetize. This is far more efficient than manual bidding.

The Post-Install Equation: Why CPI is Just the Beginning

Focusing solely on CPI is a common mistake. A low CPI is meaningless if the acquired users do not stick around or generate revenue. We view CPI as the entry fee to a user’s journey, and the real value is determined by what happens after the install.

CPI vs. LTV: The Profitability Equation

The fundamental equation for profitability is LTV > CPI.

• Lifetime Value (LTV): This is the total revenue a user generates over their entire time in the app. For hypercasual, this is primarily ad revenue (eCPM). For casual, it’s a mix of ad revenue and IAPs.
• Cost Per Install (CPI): This is what we pay to acquire that user.

If we acquire a user for $1.00 (CPI) but their LTV is only $0.80, we are losing money on every install, even with a “low” CPI. Conversely, acquiring a user for $3.00 (CPI) with an LTV of $5.00 is a profitable venture. This is why casual games can sustain much higher CPIs than hypercasual games.

The Importance of Retention and Engagement Metrics

CPI is directly influenced by the perceived quality of the users being acquired. Ad networks’ algorithms learn which users are more likely to engage. If your game has poor retention (e.g., low D1, D7, D30 retention), the ad network will identify these as low-quality users and either stop serving your ads or charge you a higher CPI to reach better users.

• Day 1 (D1) Retention: A critical metric. For hypercasual, anything above 30% is good. For casual, it should be closer to 40-50%.
• Session Length: Longer session times indicate higher engagement, which translates to more ad views (for hypercasual) or more opportunities for IAPs (for casual).
• Monetization Events: Tracking IAPs, ad clicks, and video completions provides valuable feedback to ad networks, helping them optimize for users more likely to monetize.

**Conclusion