The mobile game industry is exploding, and in order to keep their head above water, more and more developers are starting to use relatively new advertising methods such as monitoring their CPI (Cost per Install) and CPC (Cost per Click).
How does it work?
CPI simply means the amount of money you spend on acquiring a new user. CPI rates need to be closely analyzed to know what you can spend to earn more users. CPI rates are heavily influenced by game genre, but also by platform (iPhone, Android, Windows phone), country, and so on. So it’s not very surprising that CPI rates tend to fluctuate.
The mobile gaming industry is clearly maturing. According to some numbers published by Statisticbrain, games make up for 23% of downloads across all devices. Average mobile games CPI rates have increased by 7% on Google Play, 5% on iPad, 11% on iPhone, 1% on iPod and 101% on Amazon in the last year.
The numbers indicate that there’s plenty of room to acquire new players in a cost-effective way, and build a profitable business. Monitoring your CPI is one of the most effective ways to ensure that you don’t spend too much on advertising and promotion. However, aside from deploying CPI and CPC advertising, it’s definitely recommended to also consider other marketing methods, such as App Store Optimization, to get more organic downloads.