Gaming Marketers Flock to Android Ahead of iOS IDFA Changes, Driving 120% Spike in Install Costs According to Liftoff’s Casual Gaming Report

Liftoff, a global performance-based mobile app marketing optimization platform, today released its first report dedicated to casual gaming. The COVID-19 pandemic caused a spike in mobile gaming — and increased competition for marketers — as consumers searched for new ways to pass the time in self-isolation. Notably, Liftoff finds a steep increase in costs on Android year-over-year, likely a result of looming IDFA changes on iOS. The data also highlights key trends in user behavior acros…

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