This year will be remembered as the biggest year yet for mobile gaming. Forced by global events to practice social distancing and use their downtime to seek digital distractions, consumers downloaded gaming apps in record numbers. And consumers aren’t just spending time on their new pastime. App store intelligence provider App Annie reckons consumer spend in-app will add up to a cool $100 billion by the end of the year. Next year that number will soar to more than $120 billion.

It’s not easy money. The 2020 Mobile Gaming Apps Report published by mobile app marketing and retargeting platform Liftoff in partnership with global mobile attribution and mobile analytics company AppsFlyer suggests marketers will have to work harder to keep players loyal. Marketers will also have to balance the attraction of low acquisition costs and the frustration of even lower engagement rates.

The report, which draws from data from Junel 1, 2019, to May 31, 2020, reveals the cost to acquire a mobile gaming app user has plummeted to an all-time low ($1.47). (Significantly, data reported by AppsFlyer shows install costs post-lockdown from May to September are on the rise, increasing by 35% in the U.S. and as much as 45% in APAC.)

Read the full article on Forbes.