In the first half of 2023, in-app purchases increased by 23% on Android devices and 24% on Apple devices during the same period, according to the latest Tenjin report..
Despite this increase in in-app purchases, both platforms saw lower average effective cost per mile (eCPM) in H1 2023 compared to H2 2022, compared to a 12% decline on iOS. , Android eCPM dropped 26%.
Tenzin notes that the data shows the trend toward hybrid monetization continues, with more and more mobile game makers shifting from traditional in-game advertising focus to in-app purchases. .
Android remained in the top five countries based on total installs from 2022 to the first half of 2023. India retained his number one spot, followed by Brazil, the United States, Indonesia and Mexico. However, the iOS charts showed a big change. The United States and Japan maintained their No. 1 and her No. 3 positions respectively, while the UK moved her up three places from her No. 5 to her No. 2.
China, the second-largest country for installs in 2022, has dropped out of the top five entirely, reflecting recent market volatility.
The power of advertising networks
In the first half of 2023, the top five ad networks on both Android and iOS remained largely unchanged compared to 2022, but there were some changes in the rankings.
AppLovin was recognized as Android’s top ad network in 2022, but slipped one place to number two in the first half of 2023. Similarly, Muintegral fell one spot to third. In 2022, Google Ads, where he was number three, has emerged as Android’s top ad network in the first half of 2023. Meta replaced Unity Ads to place him in 4th place, while ironSource retained his 5th position in the quarter-over-quarter rankings.
We saw a more volatile situation on iOS devices. In 2022, Mintegral will be the top ad network and AppLovin will be his second, but in the first half of 2023 he will have two companies replaced, while ironSource will hold his third position throughout both periods. maintained.
In 2022, Unity Ads will be #4 and Apple Search Ads will be #5. In 2023, both dropped out of the top five and were replaced by Meta and Google Ads respectively.
“Continued declines in average eCPM indicate that the monetization landscape is changing. That said, ad monetization is not going nowhere, and a sustainable balance It’s all about finding the right one,” said Roman Gerber, Tenjin Marketing Director. In-app purchases are proof of that. Game developers have embraced hybrid monetization and implemented it successfully. ”
In January, Tenjin reported that CPI for hyper-casual games hit an all-time high.