Singapore gaming app retention rises as acquisition costs surge

Installs convert better, but marketers face steeper ad prices.

Singapore’s gaming app day-one retention rate rose to 23% in 2025, above the Asia-Pacific average of 20%, whilst installs per mille increased 10% to 3.23, according to Adjust’s Gaming App Insights Report 2026.

The report also showed day-zero sessions per user in Singapore rose 3% YoY, outperforming the regional average increase, suggesting stronger early engagement amongst local gamers.

That improvement came at a much higher acquisition cost. Singapore recorded the sharpest rise in gaming app cost per install in APAC, jumping 82% to US$2.49 in 2025, whilst cost per mille surged 93% to US$8.15, also the biggest increase highlighted in the region.

Singapore’s average number of partners per app edged up to 8.1 from 8.0, remaining above the APAC average of 6, as marketers focused channel mix on sources with the strongest predicted lifetime value.

Globally, gaming app sessions rose 1% in 2025, and day-one retention held steady at 27%, but Adjust said growth in mobile gaming is shifting away from pure scale towards retention, engagement, and monetisation efficiency as user acquisition becomes more expensive.

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