A big part of scaling up your user base is making the most of your advertising dollars, from early soft launches to wider release stages. To help with this, we analyzed key performance indicators (KPIs) for each genre of game to highlight the most effective genre-to-genre combinations and also identified what types of games advertisers should consider advertising in.
In the Mobile Insights: Growth and Monetization 2022 report, we have detailed heatmaps per genre with five key metrics: Click-through rate (CTR), install rate (IR), installs per 1,000 impressions (IPM), conversion rate, and day seven retention (D7). The data shows which is the best genre to advertise your game per those metrics, depending on the objectives and goals you want to achieve.
Here are some of the key takeaways, but do take a deeper dive into the report for more detailed benchmarking as there are clear variations per genre:
- Advertising in hypercasual games has 38% higher CTR than other genres
- Games that are advertised in games of the same genre generally perform better with cannibalization not being a concern
- D7 retention is much higher for games targeted at casual audiences for word, board, and puzzle games, than hardcore gamers for racing, role-playing, and simulation games.