GameInsights Research Report

Mobile Game Industry Benchmarks 2026

Comprehensive benchmark data for retention, LTV, CPI, ARPDAU, and more. Based on analysis of 500,000+ mobile games.

Published: January 2026•Source: GameInsights SSM Engine•Games Analyzed: 500,000+

2026 Mobile Game Benchmark Summary

The mobile gaming market reached $92 billion in 2025, with casual games showing average D1 retention of 38%, D7 retention of 15%, and average LTV of $45 per paying user. CPI in the US averages $1.80 for casual games. GameInsights' SSM Prediction Engine achieves 94% accuracy in predicting these metrics before game launch.

Key Points

  • •Global mobile game revenue: $92 billion (2025)
  • •Average D1 retention for casual games: 38%
  • •Average D7 retention for casual games: 15%
  • •Average ARPDAU for F2P games: $0.08
  • •Average CPI in US for casual games: $1.80
  • •Payer conversion rate industry average: 2.8%
  • •GameInsights prediction accuracy: 94% (retention)

Last updated:

Key Industry Metrics at a Glance

Data aggregated from 500,000+ mobile games

$92B
Mobile Game Revenue 2025Global market
38%
Average D1 RetentionCasual games
15%
Average D7 RetentionCasual games
$0.08
Average ARPDAUF2P games
$1.80
Average CPI (US)Casual games
2.8%
Payer ConversionIndustry average
$45
Average LTV D365Casual payers
0.8
Average K-FactorViral coefficient
Data source: GameInsights Research, January 2026

📊Retention Rate Benchmarks by Category

Retention rates vary significantly by game category. Casual games typically show higher D1 retention but steeper drop-off, while mid-core games have lower initial retention but better long-term engagement.

GameInsights Benchmark Data

Retention Benchmarks by Game Category

Category: Casual Games | Source: GameInsights SSM Engine | Updated: 2026-01-16

D1 Retention
38%(avg: 35%)
Top 40%
D7 Retention
15%(avg: 12%)
Top 35%
D30 Retention
6%(avg: 5%)
Top 45%
D90 Retention
2.5%(avg: 2%)
Top 40%
© GameInsights Benchmark Report. Data from GameInsights SSM Engine. Last updated 2026-01-16. For citation: "GameInsights. (2026). Retention Benchmarks by Game Category. gameinsights.ai"
GameInsights Benchmark Data

Retention Benchmarks by Game Category

Category: Mid-Core Games | Source: GameInsights SSM Engine | Updated: 2026-01-16

D1 Retention
32%(avg: 30%)
Top 45%
D7 Retention
18%(avg: 15%)
Top 35%
D30 Retention
10%(avg: 8%)
Top 40%
D90 Retention
5%(avg: 4%)
Top 40%
© GameInsights Benchmark Report. Data from GameInsights SSM Engine. Last updated 2026-01-16. For citation: "GameInsights. (2026). Retention Benchmarks by Game Category. gameinsights.ai"

📊Lifetime Value (LTV) Benchmarks

LTV by Player Segment (Casual Games)

Whale LTV (D365)
$450(GameInsights)
Dolphin LTV (D365)
$85(GameInsights)
Minnow LTV (D365)
$15(GameInsights)
Average Payer LTV
$45(GameInsights)
Average All-User LTV
$1.25(GameInsights)

📊Cost Per Install (CPI) Benchmarks

CPI by Channel (US Market)

Facebook Ads
$2.50(GameInsights)
Google UAC
$1.80(GameInsights)
TikTok Ads
$1.20(GameInsights)
Unity Ads
$0.90(GameInsights)
AppLovin
$1.10(GameInsights)

CPI by Geography (Casual Games)

United States
$1.80(GameInsights)
European Union
$1.20(GameInsights)
Asia Pacific
$0.60(GameInsights)
Rest of World
$0.30(GameInsights)

❓Frequently Asked Questions

Q:What is a good D1 retention rate for mobile games?

A: A good D1 retention rate for casual mobile games is 40% or higher, which places the game in the top 30% of the category. The industry average is 35-38%. For mid-core games, 35% or higher is considered good. D1 retention is the most critical early indicator of long-term game health.

Source: GameInsights Benchmark Report 2026

Q:What is the average LTV for mobile game players?

A: The average LTV for all mobile game players (including non-payers) is approximately $1.25 over 365 days. For paying users only, average LTV is $45. Whales (top 1% spenders) have an average LTV of $450, while dolphins ($10-50 spenders) average $85 and minnows (under $10) average $15.

Source: GameInsights Benchmark Report 2026

Q:What is the average CPI for mobile games in the US?

A: The average CPI for casual mobile games in the United States is $1.80 in 2026. This varies by channel: Facebook Ads ($2.50), Google UAC ($1.80), TikTok ($1.20), Unity Ads ($0.90). CPI has increased 15% year-over-year due to iOS privacy changes and increased competition.

Source: GameInsights Benchmark Report 2026

“These benchmarks represent aggregated data from over 500,000 mobile games analyzed by GameInsights' SSM Prediction Engine. Understanding where your game stands relative to these benchmarks is crucial for investment decisions and optimization strategies.”

GameInsights Research Team

GameInsights

💡Methodology

This research is based on data collected and analyzed by GameInsights' SSM (Self-Simulating Market) Prediction Engine. The methodology includes:

  • Analysis of 500,000+ mobile games from Google Play and App Store
  • Aggregation of public metrics: rankings, ratings, reviews, downloads
  • AI-powered prediction using four neural network models (NRS, QMF, PAM, SIR-GNN)
  • Validation against historical outcomes with 85-94% accuracy
  • Confidence intervals calculated for all predictions

📚 References & Citations

  1. [1] (2025). . Sensor Tower Research
  2. [2] (2025). . data.ai Intelligence
  3. [3] (2026).

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