Mobile Game ROAS Benchmarks
What this page covers
Mobile Game ROAS Benchmarks
Mobile game ROAS benchmarks vary sharply by title. Recent hits and long-running games show very different revenue and download patterns, so a single benchmark rarely reflects real performance.
Use ROAS benchmarks as directional context, not a universal target. Genre, monetization model, geography, platform mix, and launch stage all affect how ad spend turns into installs and revenue.
In brief
- ROAS can look very different across games. Some titles depend on download scale, while others earn more from in-game purchases, passes, or long-term player value.
- The most useful benchmark is tied to the full funnel. Store clicks, installs, payer conversion, and revenue each show a different part of paid performance.
- Zorka.Agency works on mobile game growth across major IPs such as Marvel, Monopoly, and Star Trek, with experience in launch and performance-focused campaigns.
What to do
Recent game results show why ROAS cannot be reduced to one number. Squid Game: Unleashed reached about 6.5 million downloads on one platform in January, with 38.5% of those downloads coming from India. That level of geographic concentration can materially change acquisition costs and returns.
Monetization structure matters as much as scale. Pokémon TCG Pocket has been described as generating strong revenue mainly through player purchases of passes rather than heavy dependence on paid features. In ROAS terms, purchase design and payer behavior can change what healthy return looks like early on.
Established titles can shift the benchmark again. Monster Strike generated more than $42 million in revenue on one platform in January, with roughly 48.9% month-over-month growth. When comparing ROAS, separate newer launch-stage games from mature titles with proven demand and deeper monetization.
What to keep in mind
This page is most useful as directional guidance, not as a fixed industry average. The strongest benchmark comes from comparing ROAS against your game’s business model, platform mix, audience geography, and current growth stage.
Zorka.Agency shares work across major mobile brands including Marvel, Monopoly, and Star Trek. That points to hands-on experience with gaming campaigns where paid performance needs to support broader launch, scaling, and retention goals.
Performance should not be judged by spend and installs alone. Some campaigns also track store-button clicks and other pre-install actions, which can be useful signals before revenue data is mature enough to guide optimization.