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Updated Q2 2026

Mobile Game Soft Launch Benchmarks

D1, D7, D30 retention targets and CPI ranges for 11 genres. Based on practitioner research and community submissions from real studios.

11
Genres covered
11
Benchmark data points
Curated threshold — minimum to pass before scaling UA
Community avg — real data from studio submissions (anonymised)
Range shown as floor–ceiling
Genre D1 Target D7 Target D30 Target CPI Range Hook CTR Community
Arcade
≥ 38.00%
≥ 17.00%
≥ 7.00%
$0.20 – $0.90
≥ 9.00%
 No submissions yet
Casual
≥ 38.00%
≥ 15.00%
≥ 6.00%
$0.35 – $1.80
≥ 8.00%
 No submissions yet
Hyper-Casual
≥ 30.00%
≥ 8.00%
≥ 2.50%
$0.15 – $0.60
≥ 9.50%
 No submissions yet
Idle/Tycoon
≥ 40.00%
≥ 20.00%
≥ 11.00%
$0.80 – $3.00
≥ 7.50%
 No submissions yet
Match-3
≥ 44.00%
≥ 19.00%
≥ 8.50%
$0.30 – $1.65
≥ 8.50%
 No submissions yet
Puzzle
≥ 42.00%
≥ 18.00%
≥ 8.00%
$0.40 – $2.00
≥ 8.00%
 No submissions yet
RPG
≥ 35.00%
≥ 16.00%
≥ 9.00%
$1.50 – $5.00
≥ 6.00%
 No submissions yet
RPG Anime
≥ 37.00%
≥ 17.50%
≥ 10.00%
$1.80 – $5.50
≥ 7.00%
 No submissions yet
Runner
≥ 35.00%
≥ 18.00%
≥ 7.00%
$0.25 – $1.20
≥ 9.00%
 No submissions yet
Sort
≥ 40.00%
≥ 22.00%
≥ 9.00%
$0.30 – $1.50
≥ 8.50%
 No submissions yet
Strategy
≥ 33.00%
≥ 14.00%
≥ 7.00%
$1.20 – $4.50
≥ 6.50%
 No submissions yet
The D7/D1 ratio rule
Your D7/D1 ratio diagnoses which part of the game is broken. more useful than either number alone.
≥ 0.55
Healthy retention arc
0.45 – 0.54
Good — monitor watch D30
0.30 – 0.44
Core loop problem
0.15 – 0.29
FTUE problem
< 0.15
Critical — pause UA
Sources: practitioner research M. (2025) Soft Launch Bible · D3/D1 framework D3/D1 threshold framework · cohort analysis methodology E. (2024) ROAS payback-window methodology · attribution research State of Gaming 2025 · mobile measurement research Mobile Gaming Report 2025 · Su, Backlund & Engström (2023) · Community submissions from PixyLiv studios (anonymised, reviewed). Benchmarks reviewed quarterly.
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6-page PDF with all thresholds, the D7/D1 ratio diagnostic table, and 5 common failure patterns with specific fixes.
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