Mobile Games Business / June 19, 2026
User acquisition costs keep climbing
The Newzoo report cited by PocketGamer.biz highlights rising mobile UA pressure, including a 30% year-on-year CPI increase in 2025.
User acquisition is getting pricier, because apparently even finding players now requires a boss fight. PocketGamer.biz reports CPI pressure rising sharply in 2025, meaning mobile studios are paying more to get users in the door. The industry lesson is simple: retention, D2C, community and live ops are no longer buzzwords. They are survival gear.
