Mobile games are a vertical with billions in volumes. The mobile games market will exceed $100 billion in 2026, and every game needs users. CPI (Cost Per Install) through short videos is one of the main channels for attracting gamers: TikTok and YouTube Shorts generate hundreds of thousands of installs daily.
Mobile gaming market CPI
- Billion volumes. 3+ billion mobile gamers in the world. Every day new games are released that need traffic
- Easy conversion. Installing a free game is a minimal barrier. Transition CR: 15–30%
- Viral Content. Gameplay is one of the most viral types of content on TikTok. Organic reach is huge
- Variety of offers. From hyper-casual ($0.30/install) to casino games ($15/install). Every affiliate will find a suitable segment
Gaming offer categories
Hyper-casual
Simple games with minimal mechanics. CPI $0.30–1. Massive traffic, low payouts, huge volumes. Ideal for TikTok - 15-second gameplay shows the entire game.
Mid-core
Strategy, tower defense, puzzle with depth. CPI $1–3. More targeted audience. Works through YouTube Shorts and TikTok.
RPG and strategy
Raid Shadow Legends, Rise of Kingdoms, AFK Arena. CPI $2–5. High payouts for quality users with Day 7 retention.
Casino games (social casino)
Slots, poker - no real money. CPI $5–15. The highest segment in terms of payments. Audience: 35+.
Creatives for gaming CPI
Gameplay with a wow moment
15–30 seconds of intense gameplay. Epic battle, unusual mechanics, beautiful graphics. CTA: “Download for free.” More details about hooks can be found in the article on formulas.
“Fail vs Win”
Show an unsuccessful attempt (fail) → then a successful attempt (win). Causes excitement: “I can do better!” CTR: 5–10%.
“Can you...?”
Challenge format: “Can you pass this level?”, “Only 1% pass this.” Engaging format with high CTR.
When scaling through a grid of accounts, 360° Uniquizer creates unique versions of gameplay videos by changing visual hashes and audio.
GEO
- USA: CPI $2–10. Maximum payouts, main market
- Japan: CPI $3–8. Gamer Nation, High LTV
- South Korea: CPI $2–5. Active mobile gaming
- Brazil: CPI $0.50–2. Mass market
- India: CPI $0.10–0.50. Huge volumes with low payouts
Errors
- Incentivized traffic. “Install for a bonus” - advertisers track retention. Zero Day 1 retention = non-payment
- Same type of videos. Doubles on the grid - link and ban. Uniqueness is required
- Ignoring metrics. Use tracker to track CPI, retention, quality score
Reviewed and updated
Quick answers
Where should I start with this guide?
Record the baseline and choose one test goal. Change one factor at a time, then compare results over the same time window.
Why do I need unique video versions in this workflow?
Each account needs a separate file. 360° Uniquizer changes the visual layer, audio and metadata so the platform receives a new technically unique version without manual editing for every upload.
What affects reach besides the file itself?
The hook, retention, offer-audience fit, account history, content rights and platform compliance. A unique file solves the technical scaling step; the creative and funnel still need testing.
Official platform sources and policies
Check the current rules before launch because platform policies and interfaces change.