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From Hyper to Hybrid – H1 2023 Follow Up Report (Ad Network & Country Rankings + IAP & eCPM Trends)

Roman Garbar

August 10, 2023

From Hyper to Hybrid in 2024 – Ad Spend & CPI by Platform, Ad Network & Country Rankings

In a follow-up to the ‘From Hyper to Hybrid in 2023’ report, we’ve used Tenjin data from H1 2023 to unveil the most recent trends in mobile advertising and ad monetization.

The new report covers the first half of 2023, and consists of the following insights:

  • Comparison between the average eCPM in H2 2022 vs H1 2023 across Android and iOS
  • Comparison between the in-app purchases (IAPs) in H2 2022 vs H1 2023 across Android and iOS
  • Top countries based on total installs on both Android and iOS
  • Top ad networks based on total installs on both Android and iOS
Get The Report Now

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How to Optimize Your Hyper-Casual and Hybrid-Casual Game Advertising in 2023

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Tabarak Paracha

Hyper-casual Games CPI, Ad Spend & Retention Benchmark Report – Q4 2022

New year, new insights into the most innovative segment of the mobile gaming market: hyper-casual games! The much awaited “Hyper-Casual Benchmark Report” for Q4 2022 is here to provide you with up-to-date data on key performance indicators, user behavior, and trends in the hyper-casual gaming industry. This benchmark report consists of anonymized data collected by...

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Ionic Capacitor Plugin: The latest framework added to Tenjin’s list of supported SDK plugins

Tabarak Paracha

Ionic Capacitor Plugin: The latest framework added to Tenjin’s list of supported SDK plugins

We are excited to announce the addition of the Ionic Capacitor plugin to our list of supported SDKs. This decision was made in response to the high demand from our developer community.  With the Ionic Capacitor plugin, developers will have access to a wide range of features and capabilities that will make it easier to integrate...

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Tenjin & InMobi Ad monetization report: One month after Google Play changes

Roman Garbar

Tenjin & InMobi Ad monetization report: One month after Google Play changes

Tenjin and InMobi have combined their efforts to bring to you a new edition of the ‘Ad monetization insights for mobile game developers‘ report. The infographic overviews the key aspects of the ad monetization market in October 2022. We have chosen to focus only on October to reveal the short-term effects of the new Google...

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How does SKAdNetwork 4.0 work? Q&A with Tenjin’s product manager

Tabarak Paracha

How does SKAdNetwork 4.0 work? Q&A with Tenjin’s product manager

SKAdNetwork 4.0 is here, and it stands out from its predecessors. For the first time, Apple has released a new version of the SKAdNetwork API with not one, not two, but several new features. And they did so without releasing a beta version for testing first. We go into more detail on the subject in the Q&A...

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The Hyper-Casual Benchmark Report for Q3 2022 is here! Get data on Ad Spend, CPI, and Retention

Roman Garbar

The Hyper-Casual Benchmark Report for Q3 2022 is here! Get data on Ad Spend, CPI, and Retention

We have released our “Hyper-Casual Benchmark Report” for Q3 2022. In this report, you’ll gain exclusive insights on ad spend and CPI on a country and platform level. Additionally, we have partnered with GameAnalytics to bring you a Day 1 and Day 7 retention benchmark. Here is a full list of what you will find in the...

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Best ad monetization networks and countries for mobile game developers in Q2 2022

Roman Garbar

Best ad monetization networks and countries for mobile game developers in Q2 2022

Ad monetization on mobile has attracted mainstream global attention recently. Even before the AppLovin-Unity-ironSource love triangle, the market was characterized by multiple partnerships, mergers and acquisitions. Over the past few years, Tenjin has become synonymous with the success of ad revenue-driven companies: Voodoo, Ruby Games, LuckyKat,  Kooapps, Kwalee, SayGames are a few notable examples. We think that...

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Here’s how mobile advertisers feel about marketing post-IDFA

Roman Garbar

Here’s how mobile advertisers feel about marketing post-IDFA

Apple’s Worldwide Developers Conference (WWDC) 2022 starts today, marking two years since a seminal moment for our industry. WWDC 2020 was when Apple first announced changes to how developers could access its identifier for advertisers (IDFA). So while the eyes of the world are locked on the next sleek MacBook or iPhone, ours will again be fixed...

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How gaming studios can start self-publishing and scale post-IDFA – an Umami Games case study

Roman Garbar

How gaming studios can start self-publishing and scale post-IDFA – an Umami Games case study

The importance of incorporating automated tools to gain data insights was escalated by the iOS 14.5 privacy changes. In this case study, we follow the journey of Umami Games as they make the switch from manual reporting in tools like Google Spreadsheets and Trello, to a fully automated data infrastructure post-IDFA. By building internal BI,...

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Top 10 ad networks to advertise Hyper-casual Games in 2022

Roman Garbar

Top 10 ad networks to advertise Hyper-casual Games in 2022

The wait is over! The “Hyper-casual Games Insights for Advertisers” infographic for 2022 Q1 is finally out. This time we have partnered with our friends from GameAnalytics to bring you day 1 and day 7 retention benchmark in this edition of the report. Let’s explore how the hyper-casual market has changed compared to 2021 Q3 and go through the...

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Hyper-casual advertising after Apple changes – Infographic 2021 Q3

Roman Garbar

Hyper-casual advertising after Apple changes – Infographic 2021 Q3

It’s that time of the year already! Once again we have created a report to help hyper-casual publishers navigate the challenges of the ever-changing mobile industry. This year, we focus on the most interesting quarter: the third quarter, when the industry felt the full effect of Apple’s privacy changes. We have presented all of the insight...

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iOS 14 uncertainty is driving the rise of alternative Android app stores

Roman Garbar

iOS 14 uncertainty is driving the rise of alternative Android app stores

With uncertainty around iOS 14.5, advertisers are shifting their budgets to Android. While publishing on Google Play remains one of the most obvious options, the potential of acquiring users in alternative Android app stores is creating a larger opportunity for developers and marketers. Publishers are constantly searching for new platforms that have a high-quality user...

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iOS 14.5: The imminent role change of Facebook MMPs

Makoto Taguchi

iOS 14.5: The imminent role change of Facebook MMPs

The introduction of SKAdNetwork significantly changed the role Facebook MMPs (Mobile Measurement Partners) play within the mobile ecosystem. At this point, there is no difference between using Facebook MMPs and the tools that Facebook is providing publicly. We believe that iOS 14.5 and SKAdNetwork leveled the playing field for everyone involved in advertising measurement and...

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Your App May Soon Be Blocked and 5 other things no one is telling you about iOS 14.5

Roman Garbar

Your App May Soon Be Blocked and 5 other things no one is telling you about iOS 14.5

‘Your App May Soon Be Blocked, and five other things no one is telling you about iOS 14.5.’ That was the name of the presentation I gave last week during WN Winter. Since iOS 14.5 is likely to be released in the upcoming weeks, I would like to share those six reasons with everyone today: Summary:...

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Top 10 Ad Networks to advertise hyper-casual games in 2021

Ebony Nicole Simone

Top 10 Ad Networks to advertise hyper-casual games in 2021

Ad networks play a vital role in the mobile ecosystem by acting as a middle point between your game and potential users. Tenjin currently supports hundreds of ad networks, like well-known SANs (self-attributing networks) and some new frontrunners like TikTok. “Ad networks are the main resource for advertisers to promote and monetize their games,” explains Tenjin...

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The new Hyper-Casual Benchmark 2021 report is here!

Ebony Nicole Simone

The new Hyper-Casual Benchmark 2021 report is here!

We’ve released our hyper-casual benchmark report for 2021 that you can download below. We provide platform insights, CPI for Top 10 countries and ad networks, and the Top 10 ad networks per ad spend and ad revenue. 2020 had no shortage of momentous events, including COVID-19 and Apple’s announcement at WWDC 2020 to introduce new...

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Attribution Modeling – a new enhanced way to measure advertising performance on iOS

Roman Garbar

Attribution Modeling – a new enhanced way to measure advertising performance on iOS

Starting from 2021, advertisers on iOS won’t be able to calculate key cohort metrics, like ROI or LTV, for most of their ad campaigns. This creates a new paradigm where both mobile publishers and vendors will need to innovate to succeed. At Tenjin, we are focusing our efforts on building a new type of methodology...

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Preparing for iOS 14: MMP-free publisher guide with Kevin Bravo, creator of Elixir

Roman Garbar

Preparing for iOS 14: MMP-free publisher guide with Kevin Bravo, creator of Elixir

One month before the release of iOS 14, there are still many speculations around what’s happening next for MMPs. How much will their role change? Are advertisers still ok paying 1-5 cents for each paid tracked install on iOS, even though it no longer has user-level granularity?  Will Apple allow MMPs to validate Conversion Values though...

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iOS14: How Tenjin clients should rethink measurement for Google & Facebook

Roman Garbar

iOS14: How Tenjin clients should rethink measurement for Google & Facebook

We’ve decided to make one of our first training materials on post- iOS 14 measurement available to everyone, training previously only available to Tenjin clients. Starting from the iOS 14 release in September and going forward, user acquisition on mobile will turn into something very different. This is why it’s crucial to start preparing for...

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Preparing for the iOS attribution shift in September: industry-wide effects SANs like Facebook and Google have on all MMPs

Roman Garbar

Preparing for the iOS attribution shift in September: industry-wide effects SANs like Facebook and Google have on all MMPs

Since the announcement of new attribution rules on iOS 14, we saw that Mobile Measurement Partners quickly divided into two camps. The first wanted to start building their technology from scratch based on the new attribution framework that Apple provided (SKAdNetwork). The second wanted to continue building on the usage of non-deterministic user-level attribution techniques. We...

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How will COVID-19 affect the hyper-casual industry in 2020: A virtual panel

Ebony Nicole Simone

How will COVID-19 affect the hyper-casual industry in 2020: A virtual panel

Mobile gaming is seeing a surge due to the current stay-at-home measures around the global pandemic. Late last year, the novel coronavirus (COVID-19) is found in China and quickly spreads worldwide. And here we are today.This current pandemic affects the economies of major countries, the expansion of all industries. In mobile gaming, hyper-casual is no...

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Top 10 Ad Networks to advertise Hyper-casual Games in 2020

Ebony Nicole Simone

Top 10 Ad Networks to advertise Hyper-casual Games in 2020

We recently released our 2020 Hyper-Casual benchmark report. In addition to insights for the Top 10 countries, included in this report is an outline of the Top 10 ad networks for User Acquisition and Ad Monetization. We’re all too familiar with networks like Facebook and Google, but what about other channels where you can buy inexpensive...

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Getting an advantage with MoPub ILRD & Tenjin DataVault: A webinar

Ebony Nicole Simone

Getting an advantage with MoPub ILRD & Tenjin DataVault: A webinar

We are very ecstatic to share our latest discussion with MoPub on impression-level data (ILRD) and never before seen use-cases of MoPub ILRD with Tenjin’s DataVault. Tenjin built the Basic ad revenue LTV model in 2017, and the Advanced ad revenue model was launched in 2018. In 2019, Tenjin released our Pro ad revenue model...

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2020 Hyper-casual Benchmark Report

Ebony Nicole Simone

2020 Hyper-casual Benchmark Report

We’ve finalized our annual hyper-casual benchmark report that you can download below. In this report, we’ve compiled the median CPIs for hyper-casual games with a breakdown per top country and top ad network. You learn which country has the lowest CPI of $0.16 on iOS. 2019 was another year when hyper-casual games dominated app stores’...

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Hyper-Casual Games and China: Market Analysis & Insights (China Joy Recap)

Roman Garbar

Hyper-Casual Games and China: Market Analysis & Insights (China Joy Recap)

At the 2019 ChinaJoy Seminar: Hyper-casual games in East meets West, our CEO Christopher Farm shared the most recent hyper-casual market analysis data and insights. Here are 4 key insights from the event: 1. China’s low CPIs make it an attractive market Hyper-casual games aren’t a western phenomenon. In fact, publishers are increasingly dedicating resources...

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Hyper-casual market size in 2019 and other insights that you need to know

Matthaus Krzykowski

Hyper-casual market size in 2019 and other insights that you need to know

Hyper-casual represents a major industry trend that won’t fade away in 2019 — if anything, the market for these games will continue to grow and evolve. As such, mobile developers and marketers need to keep a close eye on the space and determine how it will impact their ongoing strategies. At White Nights at St....

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Hyper-Casual Games – The Complete Developer’s Guide

Roman Garbar

Hyper-Casual Games – The Complete Developer’s Guide

In the last few years, hyper-casual games have exploded in popularity. Find out how you can capitalize on this lucrative mobile trend with our comprehensive developer’s guide to hyper-casual. Though hyper-casual games aren’t exactly new, they are definitely having a moment in the mobile space. Users are embracing the simplicity and minimalist design the category...

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App Subscriptions – What Are They And How Do They Work In 2019?

Roman Garbar

App Subscriptions – What Are They And How Do They Work In 2019?

Subscriptions are the norm for content-based apps, but many mobile developers are finding new, creative ways to leverage the model. Over the past decade, subscriptions have steadily subverted the classic pay-to-own model. In 2019, music and streaming app subscriptions are ubiquitous, and it’s now possible to subscribe to anything from dog food to jewelry. According...

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Challenges Of User-Level Ad Revenue Reporting

Sunny Cha

Challenges Of User-Level Ad Revenue Reporting

In recent weeks, our industry has entered into a vibrant discussion surrounding user-level ad revenue tracking. It’s easy to understand the excitement: for app developers who rely on mobile ad monetization, it’s intuitive this would be the Holy Grail of ad revenue data analysis. It’s intuition allows precise ad revenue LTV calculations for each acquired...

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Are Content Subscriptions The Next Big Trend In Mobile Game Monetization?

Sunny Cha

Are Content Subscriptions The Next Big Trend In Mobile Game Monetization?

Mobile game publishers have been considering content subscriptions for years. Could a new Apple gaming service finally compete with advertising revenue? To many industry leaders, content subscriptions seem like an ideal way to monetize mobile games. After all, streaming services like Netflix have proven fans are willing to pay monthly fees for entire film libraries...

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Tenjin Presents the 2018 Mobile Ad Spend Report

Sunny Cha

Tenjin Presents the 2018 Mobile Ad Spend Report

We analyzed $1.04 billion of mobile ad spend data from the Tenjin platform to determine which networks and genres are leading the pack in terms of popularity and cost-effectiveness. 2018 was a year that simultaneously rushed past us yet felt much longer than expected. So much has happened in a brief twelve months — especially...

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The 17 Best User Acquisition Channels For Mobile Games In 2019

Sunny Cha

The 17 Best User Acquisition Channels For Mobile Games In 2019

We’ve published our list of top 10 ad networks for 2020. Discover which of the world’s best UA networks best suit your needs. In today’s mobile-first world, paid advertising is becoming one of the most crucial ways to acquire users and generate revenue. The only problem is prioritizing which networks, agencies and platforms to work...

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Tenjin Presents The 2018 Hyper-Casual Games CPI Benchmark Report

Sunny Cha

Tenjin Presents The 2018 Hyper-Casual Games CPI Benchmark Report

Our analysis of $48 million in hyper-casual installs reveals powerful new insights into mobile gaming’s hottest new sub-genre. Hyper-casual games are the latest exciting phenomenon to take shape in the mobile gaming world. They’ve quickly become one of the most profitable and widely enjoyed genres in the app store, and players around the world can’t get...

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Beyond Hyper-Casual: The Biggest Mobile Gaming Trends For 2019

Sunny Cha

Beyond Hyper-Casual: The Biggest Mobile Gaming Trends For 2019

The integration of AAA game mechanics, new monetization strategies, and advances in technology promise a bright future for mobile gaming in the years to come. Since the dawn of the smartphone era, mobile games have been dismissed by so-called “hardcore gamers” as being overly simplistic compared to console and PC titles. And perhaps a decade...

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Why Hyper-Casual Games Don’t Need To Get Featured To Succeed

Sunny Cha

Why Hyper-Casual Games Don’t Need To Get Featured To Succeed

App store discoverability has changed drastically since launch. Mobile pioneers will happily recount the days when simply being one of the few apps available was enough to generate organic installs through word of mouth and the natural lift of a rapidly growing smartphone community. By those standards, today’s app store is almost unrecognizable. With thousands of...

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Ad Monetization For Hyper Casual Games – A Data Scientist’s Playbook

Sunny Cha

Ad Monetization For Hyper Casual Games – A Data Scientist’s Playbook

Mobile game publishing is undergoing a dramatic paradigm shift, and hyper casual games are at the center of it all. Characterized by their short engagement loops, low retention, and ad-based monetization, hyper casual titles represent a stark departure from the whale-driven, IAP-centric, tentpole economies traditionally found in the social casino and build & battle genres....

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The 2017 Tenjin Ad Monetization Report

Sunny Cha

The 2017 Tenjin Ad Monetization Report

As mobile innovation drives ahead, in-app advertising remains a staple of monetization. There are plenty of options available for publishers looking to implement basic solutions, but in order to realize the maximum potential ad revenue, monetization managers need to keep up with market trends. In the rapidly evolving world of mobile ad monetization, this is...

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What’s The Difference Between Total Revenue and LTV?

Chris Farm

What’s The Difference Between Total Revenue and LTV?

Developers use the terms “total revenue” and “LTV” interchangeably too often. This isn’t accurate. There are crucial differences that set these terms apart. Failing to consider these differences leads companies to misinterpret app performance and make poor business decisions. In order to keep your growth initiatives on-track and cost-effective, let’s clarify the differences and look...

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The Beginner’s Guide To CVR Marketing

Sunny Cha

The Beginner’s Guide To CVR Marketing

In the world of digital marketing, CVR stands for Conversion Rate or Conversion Ratio. It’s a key performance indicator for digital advertising campaigns, mobile applications, and commercial websites. It looks like this: (Total Conversions / Total Impressions) * 100 The word “conversion” refers to the completion of a final and desired outcome. To be considered...

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Introducing a Better Way to Track Mobile Users

Chris Farm

Introducing a Better Way to Track Mobile Users

Tenjin is proud to announce its new mobile web-based cookie attribution technology! Currently iOS marketers depend on inaccurate mobile fingerprinting technology to attribute a user’s install to a clicked ad. At a high level, fingerprinting captures many attributes about a user’s device when an ad is clicked and directed through a browser. The attributes collected...

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The Most Interesting New iOS Features

Sunny Cha

The Most Interesting New iOS Features

New iOS Features Every Developer Needs to Know Last year’s iOS update gave developers two new toys: 3D touch and third-party integration for Siri. But this year, the iPhone 8 and X are offering many more additions. Apple’s new hardware and OS features should be interesting both for immediate development and for the future —...

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How Subscriptions Are Driving App Revenue & Retention

Sunny Cha

How Subscriptions Are Driving App Revenue & Retention

Subscriptions are more than a niche: services like Spotify and Headspace prove that users are willing to shell out money for content they regularly use. App Annie’s chief marketing officer, Al Campa, predicts that subscription-based monetization will be the future of games. Non-gaming apps are already seeing success with subscriptions: this month Tinder reached the #1 top...

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How Non-Gaming Apps Are Improving Retention

Sunny Cha

How Non-Gaming Apps Are Improving Retention

For mobile app developers, retention is hard. An average of just 7.5% of mobile users stay active 30 days after downloading an app. And while mobile game developers have spent countless hours trying to crack the retention code, there are plenty of lessons they can learn by looking at their non-gaming peers. Below, we examine four ways...

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Growth Analytics vs. Product Analytics: What’s the Difference?

Sunny Cha

Growth Analytics vs. Product Analytics: What’s the Difference?

We often get asked how Tenjin compares to analytics companies such as Mixpanel, Amplitude, deltaDNA, and others. The short answer is that the best way to describe those other analytics solutions is as product-centric tools, while Tenjin can best be categorized as a growth-centric tool. What do we mean by product vs. growth analytics? Product-centric...

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The Paid Marketing Conversion Funnel

Chris Farm

The Paid Marketing Conversion Funnel

In my last few meetings with small developers who want to learn about paid User Acquisition, we talked about the paid marketing conversion funnel. It seems like a simple concept at the outset, but when marketers first start buying installs it’s probably the most important concept to understand. Here’s a slide that sums up the...

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IDFA Sends All Zeros on iOS 10 Devices

Chris Farm

IDFA Sends All Zeros on iOS 10 Devices

A few months ago, Apple announced that iOS 10 will send all zeros for itsadvertisingIdentiferfield when the device’s user sets their limit ad tracking flag toON. According to Tenjin’s aggregate records, this represents ~15% of devices where IDFA will not be unique for a specific device. As I noted in my last post about cookies, the...

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Pay Attention to These Overlooked Mobile Metrics!

Sunny Cha

Pay Attention to These Overlooked Mobile Metrics!

High-level KPIs like ARPU and retention are great for getting a big-picture view of your mobile app’s health, but while they might suffice for an executive summary, developers tasked with moving the needle every day know the value of digging deeper. We put together a list of some valuable and overlooked KPIs that are driving...

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How Optimizing Time to Profitability (TTP) Accelerates Growth

Chris Farm

How Optimizing Time to Profitability (TTP) Accelerates Growth

In my last post I talked about the importance of time to profitability (TTP). In this post I use two discrete scenarios that illustrate how TTP affects total user growth in your app over a period of time. Let’s say that you have a starting budget of $1,000 with the average CPI for acquiring a user set...

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Tenjin DataVault: a marketing infrastructure as a service.

Sunny Cha

Tenjin DataVault: a marketing infrastructure as a service.

Tenjin is proud to announce DataVault, a professional, fully managed, direct access SQL Data Warehouse for all your marketing needs. It’s a big step to democratizing mobile app business infrastructure. App developers commonly build business infrastructure once their mobile app shows promise. This is distracting. Tenjin can offload this infrastructure work with DataVault, allowing developers to...

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Building for the Marketing Scientist

Chris Farm

Building for the Marketing Scientist

As marketing goes digital, it starts to share a lot of common ground with data science. At Tenjin, we are seeing people with backgrounds in these two seemingly distinct fields, marketing and data science, emerge with a new role: the “Marketing Scientist”. There are two main drivers for the rise of the Marketing Scientist: These two...

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