Fewer than 19% of mobile games receive ATT consent as game CPIs rise 6% on Apple

• Singular’s Quarterly Trends Report: Q2 2024 revealed a growing disparity in ATT opt-in rates between games and non-gaming apps
• The cost per install of games on Apple rose by 6% during Q2

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ATT acceptance rates fell yet again in Q2 2024, down by another 12.5% compared to Q1 and landing at an overall opt-in rate of just 13.85%.

And while mobile apps are increasing their lead over non-gaming apps in approval numbers, growing that disparity to 6.67%, Singular’s Quarterly Trends Report: Q2 2024 certainly suggests that a difficult quarter for game devs has just taken place.

During Q2, Singular found that the cost per install of games on Apple rose by 6%, while the equivalent for other app types became 7.4% cheaper. Overall organic installs fell on Apple too, painting a troubling picture for those game makers looking to tap into that highly monetised Apple market.

Meanwhile, on Android, organic installs increased in Q2 and cost per install of mobile games became 8% cheaper, where other apps became 16% more expensive – the inverse of the situation on iOS.

Attack of the ATT

One positive that game devs and publishers can glean from the latest ATT statistics is higher opt-in rate for games than non-gaming apps; among games that asked for ATT permission immediately upon download, 18.58% received permission from users in Q2, whereas only 11.92% of non-gaming apps were given consent.

This was a difference of 6.67%, up from games’ 4.1% lead in Q1 2024 and only a 1% lead in Q4 2023.

Singular found music games were the most likely to receive player approval with a 35% opt-in rate, followed by the adventure genre’s 24.5% and card games’ 24%.

The strategy genre ranked eighth with 19.5% and casino 17th with only a 7.5% opt-in rate, going to show that not every genre needs high levels of tracking on iOS to land a lucrative quarter.

Costing by genre

As for the cost of installs, Singular pointed out “how much more ad-blind iOS users are than Android users”, with the average cost increasing and family games being the most expensive category to gain new users in.

Their CPI averaged $7.32 in Q2, actually cheaper than their $12 per install in Q1, but vastly more expensive than Android’s priciest Q2 genre, casino – at $5.36 per install.

The casino genre ranked fourth on Apple with a $5.81 CPI, behind board games’ $6.94 and card games’ $7.02 per install. Meanwhile, on Android, the cost of a board game install averaged only $2.30, and a card game $3.58.

Singular’s report offers a clear indication that installs are more expensive on Apple and even among those users who do download a game, most won’t consent to ATT.

And while games on Apple hardware continue to generate more revenue than on Android, this may partially explain the closing margin between the two.