Market Overview: Brazil’s Market Potential for Scaling Mobile Games

When the population of Brazil goes online, they overwhelmingly do it on their phones: 98.8% of internet users access via mobile. That’s what we call the perfect ground to run large tests and scale userbase without fighting for distribution. 

Budgets in Brazil are moving in the right direction too. Digital ad spend reached $37.9B in 2024 (+8% YoY), with the “games & betting” category the fastest-growing (+192%). 

So right off the bat, in Brazil, you don’t have to win on ARPU out of the gate. You win by reliably finding breadth, then letting product, live-ops, and smarter IAA mixes build your LTV over time. 

If you’re looking for a market where your IAA mix (rewarded, interstitial, video) can be properly exercised at volume, Brazil checks the boxes.

Brazil Mobile Game Market Overview: OS, Users, and Genres

On devices, Android is the most popular OS in Brazil. Independent tracking shows Android around the 84–86% range in 2024–2025, with iOS taking the remaining 14–16%. This gives you a huge Android supply at workable prices, plus a smaller iOS segment for precision and higher LTV. 

The spending data confirms this opportunity. In 2024, Brazil placed among the global leaders for ad revenue (Android #4, iOS #11) and IAP volume (Android #5, iOS #10).

Here’s how to read these stats: advertisers are already buying Brazil at scale, users are monetizing via both ads and purchases, and the market supports mixed IAA strategies rather than one-sided formats.

// The average revenue per user in the Brazil market is at US $8.15 in 2025, Statista claims.

Genre-wise, Brazil’s charts are reliably broad. Live leaderboards feature Free Fire, Roblox, Coin Master, Candy Crush Saga, Brawl Stars, and Royal Match at or near the top. So, competitive PvP, social sandbox, casual match, and light strategy, among others. 

That diversity matters because you don’t have to overfit creative or monetization to a narrow taste (that’s a characteristic of the APAC market – see our detailed guide to scaling in APAC). There’s room for short-session casual, event-driven mid-core and social-led games, each with healthy ad inventory and proven engagement loops.

Helpful Benchmarks for Mobile Game UA in Brazil

In Brazil, you’re buying into an Android-heavy country with real advertiser demand. Scale arrives quickly but then you still need to reach quality.

// Brazil ranks #3 worldwide for Android ad spend.

LATAM at large is still a low-CPI region relative to Tier-1. For user acquisition across Latin America, public trackers put CPI roughly in the US$0.50–$2.00 range (apps overall, varies by genre/format). 

Two conversion levers dictate how fast you grow: IPM and store CVR. Global benchmarks peg median gaming IPM ~4–5 across regions, with genre outliers (e.g., Unity cites playable IPMs around Arcade ~24, Simulation ~14.9, Puzzle ~10.3). On the store side, broad 2024 data shows ~27% median CVR on Google Play and ~25% on the App Store (US averages; use your Play Console per-country peers for Brazil-specific targets).

In practice, this means your creative + store listing combo does almost as much work as your bids. Localize to pt-BR, show real gameplay early, keep APK weight sane for mid-range devices, and reflect Brazil’s social context in copy. 

Then comes retention, your reality check. Recent benchmarks put global medians around D1 ≈ 23% and D7 ≈ 4% across projects (Q1-2024). Their 2025 cut also shows the top quartile closer to D1 ~31–33% on iOS and ~25–27% on Android, with D7 commonly ~8% for stronger titles. Use these as sanity bounds while you build your Brazil cohorts. 

Read: if your early Brazil cohorts can’t clear basic D1/D7 gates, don’t chase more budget; fix onboarding, session timing, or first-session challenge. Brazil gives you volume; quality still comes from design.

Add iOS once your events and creatives are settled, knowing it will be smaller and pricier but often stickier.

Why Playtime Outperforms Market Ranges in Brazil 

What Playtime is: a time- and event-based rewarded user acquisition format surfaced inside host apps (e.g., loyalty/fintech/retail/etc). Users discover a game, install, then earn rewards of the host app as they actually play. Rewarded minutes or milestones drive the engagement, not allowing it to stop at the initial click or install.

In Brazil this already shows up in the wild. Méliuz, the country’s leading cashback app, promotes a “Jogue e Ganhe / Play & Win” feature inside its app where users discover personal taste-tailored partner games and receive rewards as they play; a mainstream, national-scale gateway into an exclusive mobile gaming user base with strong ties to the host app and the benefits it provides through playing. 

To show it isn’t just about cheap installs: when we launched with Méliuz, ROAS D30 climbed from ~24% to ~40%—a +16-point gain (about +65–70% relative) as the system learned. 

Playtime is for category challengers, just as much as for top-chart titles like Candy Crush and Coin Master, available for discovery in Playtime in LATAM apps; despite targeting non-users only. For new or lesser-known games, the eligible user pool is bigger, so scale and learning usually come even faster.

Playtime on Android in Brazil typically costs $0.41–$1 per install, while generally LATAM campaigns pay $0.50–$2.00. In short: you get more installs per dollar. Beyond price, the performance is efficient: IPM is in the low–mid 50s (about 50 installs per 1,000 ad views) and store conversion is just over 50% (roughly one in two people who click goes on to install).

// If you’re used to ~10–25 IPM range and store CVR ~25–27%, Playtime’s results are roughly 2–5× stronger on both levers.

The quality shows up days later: D7 retention lands around 9–10.5%, well above the ~4% global median.

On iOS, the pipe is smaller and pricier (as expected) but the quality is there. We’ve mostly sat near $1.2 CPI, with IPM ~45–55 and store CVR ~27–33%, i.e., above the ~25% App Store median you’d use as a baseline. 

Cohorts are noticeably stickier than Android (D7 retention ~16–21%) and D7 ROAS typically comes in ~10–14%. 

// The operating model: learn on Android where scale and cost are forgiving, then mirror your proven event and creatives to iOS to harvest the higher-quality tail.

And That’s Why Brazil Should Be in Your UA Plan

Brazil is made for scale. It’s mobile-first, Android-heavy, and already flush with both publishers and advertisers. That combination gives you fast learning cycles without forcing a step-down in quality or early payback.

All in all, Brazil gives you room to test, room to scale, and economics that stand up next to Tier-1. On top of that, Playtime flourishes in Brazil, lifting the benchmark of effective UA in the region even higher. If you’d like to explore the extraordinary app growth opportunities in Brazil, get in touch.