A report on mobile gaming apps for marketers studied 658 million clicks and saw that although women and iOS users may cost advertisers more to acquire than men or Android users, they're more valuable gamers over time.

From when an app is installed, to the moment someone makes an in-app purchase (IAP), users may notice the banners, full screen (interstitial) ads, rewarded videos, interactive and native ads all crying out for a credit card number – but who is most likely to give it to them?

Results from The 2018 Mobile Gaming Apps report – released by Liftoff, a mobile user acquisition platform specialised in app marketing and re-engagement campaigns – showed that although men and Android users may cost advertisers less to convert, in the long run it's iOS users and women who brought more value.

https://www.thestar.com.my/tech/tech-news/2018/08/25/most-valuable-gamers-are-women-who-are-more-likely-to-spend-in-app-on-mobile-gaming-report/