App and game studio · 14 min
Paying for downloads
Many apps grow by buying downloads with ads. The money for each download goes out today; what that player brings in arrives slowly, if at all. Here's how to know what you can pay.
Ticket 01 · The guess
What does one install cost?
Words to know
Sources and every number (2)
Sources
- 2025 Casual Gaming Apps Report (Singular data, February 2024 to February 2025: average cost per install and day-30 return on ad spend for casual games, iOS and Android) · Liftoff, 2025
- Apple Ads: Compare Solutions (Apple Ads Basic, cost-per-install pricing and its monthly budget limit; Apple Ads Advanced, cost-per-tap pricing) · Apple, 2026
Every number
- $1.41
liftoff.ai ·2025 · Average cost per install for casual games on iPhone (iOS), in Liftoff's 2025 casual gaming report (Singular's data, February 2024 to February 2025; hypercasual games included). Liftoff sells mobile ads. - $0.14
liftoff.ai ·2025 · Average cost per install for casual games on Android, in Liftoff's 2025 casual gaming report (Singular's data, February 2024 to February 2025; hypercasual games included). Liftoff sells mobile ads. - $21.03
liftoff.ai ·2025 · Average cost per install for casino games on iPhone (iOS), in Liftoff's 2025 casual gaming report (Singular's data, February 2024 to February 2025; hypercasual games included). Liftoff sells mobile ads. - $10,000
apple.com ·2026 · Apple Ads Basic, which charges per install: the most a developer can spend, per app, per month (US dollars).