On average, it costs $35.42 to get a mobile gamer to make first in-app purchaseLiftoff: Costs to acquire and register users continue to increase, conversion rates dipped YOYRebekah ValentineSenior Staff WriterTuesday 1st October 2019Share this article Recommend Tweet ShareIt’s getting more expensive to acquire users in mobile games, and even moreso to get them to make a first-time in-app purchase.Using data taken from 555 apps from June 2018 through May 2019, Mobile app marketing company Liftoff determined that it cost an average of $4.37 to acquire a new user for a mobile game, up 16.5% year-over-year. It’s also getting more expensive to encourage acquired users to register, with an average cost of $9.17 up 33.3% year-over-year. And to get a user to make a first-time purchase, it cost an average of $35.42 over the reviewed period.Additionally, conversion rates have dipped year-over-year, with 47.7% of users who install a game converting into registered users, and only 12.3% of users who install a game making their first in-app purchase. That’s down 6.9% and 1.1% from last year.Compared by platform, Liftoff determined that Android users are much cheaper to acquire (an average of $3.21 per user compared to iOS’s $4.85), as well as slightly cheaper to get to register and eventually make a purchase ($33.83 on average on Android versus $36.63 on iOS).By region, countries with higher acquisition costs include the UK ($4.25 per user), the US ($4.71, Canada ($5.12), and Japan ($5.25). On the lower end, it’s only $2.17 to acquire a user in Russia, $1.42 in Brazil, and $1.32 in China.Related JobsSenior Game Designer – UE4 – AAA United Kingdom Amiqus GamesProgrammer – REMOTE – work with industry veterans! North West Amiqus GamesJunior Video Editor – GLOBAL publisher United Kingdom Amiqus GamesDiscover more jobs in games However, the low cost of acquisition doesn’t always land alongside a high conversion rate to making in-app purchases. The US has a 12.9% conversion rate, and Canada is up at 15.3%. But cheaper acquisition cost countries like Brazil and China have low conversion rates, 4.2% and 3.1% respectively, but China in particular has such a large overall population of players that the low percentages are offset somewhat. Overall, the UK is in one of the best positions — it costs $24.53 to acquire a user that makes an in-app purchase, and also has a high conversion rate of 17.3%.Finally, the report breaks down several genres of game such as social casino, hyper-casual, and midcore and strategy. Though social casino and hyper-casual have the highest user retention on day one of all the genres covered (32.2% and 32.7% respectively), the numbers for all genres even out over time, with less than a 2% retention difference by Day 30 between the highest (social casino, 4.2%) and lowest (hypercasual, 2.3%).The full report can be found here.Celebrating employer excellence in the video games industry8th July 2021Submit your company Sign up for The Mobile newsletter and get the best of GamesIndustry.biz in your inbox. Enter your email addressMore storiesEpic vs Apple – Week One Review: Epic still faces an “uphill battle”Legal experts share their thoughts on the proceedings so far, and what to expect from the coming weekBy James Batchelor 9 hours agoEpic Games claims Fortnite is at “full penetration” on consoleAsserts that mobile with the biggest growth potential as it fights for restoration to iOS App StoreBy James Batchelor 13 hours agoLatest comments (1)ElvisHasLeft Gaming since ’82 A year ago I am glad to see this trend. The mobile gaming market has to adapt and deliver better gaming experiences, instead of boring, half-baked things full of micro-transactions. With some exceptions, mobile gaming is to be avoided at all cost, it’s simply not worth it. Edited 1 times. Last edit by ElvisHasLeft on 3rd October 2019 2:37pm 0Sign inorRegisterto rate and replySign in to contributeEmail addressPasswordSign in Need an account? Register now.