Vietnam Mobile Game User Acquisition Benchmarks (2026): CPI, CVR & Retention by Genre

There is no single universal CPI benchmark across mobile gaming. A Hyper-Casual game typically has a very low CPI but correspondingly low D7 retention, whereas a 4X Strategy / SLG title commands a much higher CPI offset by a much larger player lifetime value (LTV). The ranges below are general industry reference points compiled from international UA reports, meant to calibrate initial expectations — not measured data specific to the Vietnamese market, and should be validated against your own campaign data.

1. Reference Ranges by Genre (Common Industry Ballpark)

• Casual / Puzzle / Idle: CPI $0.20 - $0.50 | Store CVR: 32% - 40% | D1: 35% - 42% | D7: 12% - 18% | ROAS Payback: Days 14 - 30.
• MMORPG / Martial Arts: CPI $1.20 - $2.50 | Store CVR: 24% - 30% | D1: 38% - 45% | D7: 16% - 22% | D30: 8% - 12% | ROAS Payback: Days 45 - 90.
• Anime Gacha / Card Battler: CPI $0.80 - $1.80 | Store CVR: 28% - 35% | D1: 40% - 50% | D7: 18% - 25% | D30: 10% - 15% | ROAS Payback: Days 30 - 60.
• 4X Strategy / Hardcore SLG: CPI $2.50 - $4.50 | Store CVR: 18% - 25% | D1: 32% - 38% | D7: 15% - 20% | D30: 7% - 11% | ROAS Payback: Days 90 - 180.

2. Operationalizing Benchmarks to Cut Wasted Spend

If your title's D1 retention sits 30% below genre benchmark, immediately freeze ad scaling. The core issue resides in onboarding friction (FTUE) or oversized background asset downloads, not ad creative quality.