- Singular’s Quarterly Trends Report for Q2 2024 uncovered a concerning gap in ATT opt-in rates between gaming and non-gaming applications
- The cost per install for games on Apple saw a 6% increase during Q2
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During Q2 of 2024, the acceptance rates for ATT declined yet again, dropping by 12.5% from Q1 to an overall opt-in rate of only 13.85%
While mobile apps are widening the gap with non-gaming apps in terms of acceptance rates, reaching a 6.67% disparity, Singular’s Quarterly Trends Report for Q2 2024 indicates a challenging quarter for game developers.
Singular’s findings also revealed that the cost per install for games on Apple increased by 6%, while it decreased by 7.4% for other types of apps. Organic installs on Apple witnessed a decline, posing a significant challenge for game developers looking to tap into the lucrative Apple market.
Conversely, on Android, organic installs rose in Q2, with the cost per install for mobile games dropping by 8%, while it increased by 16% for other apps – a reversal of the trend seen on iOS.
Impact of ATT
One positive takeaway from the latest ATT statistics is the higher opt-in rate for games compared to non-gaming apps, with games requesting ATT permission upon download achieving a 18.58% acceptance rate in Q2, in contrast to only 11.92% for non-gaming apps.
This marked a 6.67% difference, an increase from games’ 4.1% lead in Q1 2024 and a mere 1% lead in Q4 2023.
According to Singular, music games had the highest opt-in rate at 35%, followed by adventure games at 24.5% and card games at 24%.
The strategy genre ranked eighth with a 19.5% opt-in rate, while the casino genre ranked seventeenth with only a 7.5% acceptance rate, indicating that not every genre requires extensive tracking on iOS to have a successful quarter.
Cost Analysis by Genre
Singular highlighted the growing disparity in costs for acquiring users between iOS and Android, with family games being the most expensive category to acquire new users in.
The average cost per install for family games in Q2 was $7.32, cheaper than the $12 in Q1 but considerably more expensive than the most costly genre on Android in Q2, the casino genre, with a cost of $5.36 per install.
The casino genre ranked fourth on Apple with a CPI of $5.81, trailing behind board games at $6.94 and card games at $7.02 per install. In contrast, on Android, the average cost for installing a board game was $2.30 and for a card game was $3.58.
Singular’s report underscores the fact that installs are more expensive on Apple, and even among users who download games, a majority do not consent to ATT.
Despite games on Apple generating more revenue than on Android, this could explain the narrowing gap between the two platforms.
