A game’s typical customer acquisition cost (or CAC) is a measure of the amount of effort that is required to bring in a new customer through a game-based retail channel.

In this post, we’ll look at the typical cost of acquiring new customers for games.

To calculate the typical CAC for a game, we first need to understand the market. For our example, we’ll look at the market for video games in the UK. We’ll then calculate the average cost of sales (COS) for this market and look at the average CAC for that market.

### Video games in the UK market

According to research from the Chartered Institute of Marketing, the average cost of selling a game is 20.59.

The average CAC for games in the UK market is therefore 20.59 per customer.

For most games, this means that the average customer spends over 100 on their game.

### The typical customer acquisition cost for games in the UK market

If we look at the distribution of typical CAC for games, we can see that the top 20% of games have the highest average customer acquisition cost, the average is 30.59 per customer. The lowest is in the bottom 20% of games, with an average cost of 10.45 per customer.

### The distribution of typical customer acquisition cost for games

CAC is a good measure of customer cost, but it doesn’t tell us what the average customer will spend on their games. To find this information, we can look at the average COS.

### Market average cost of sales (COS) for video games in the UK

The average COS in the UK market for games is 29.69.

While the average CAC for games in the UK market is 20.59, the average COS for games in the UK market is 29.69.

This means that a game typically costs 29.69 times more to market than what it costs to acquire a customer.

This means that for a game to be profitable, it needs to be sold at an average cost of 29.69 times the average customer acquisition cost.

The key question is: how much does it cost to acquire a customer?

Average customer acquisition cost for games and the average cost of sales (COS)

If we look at the distribution of CAC for games, we can see that the top 20% of games have an average cost of 30.59 per customer. The lowest is in the bottom 20% of games, with an average cost of 10.45 per customer.

### The distribution of customer acquisition cost for games

The average CAC is 20.59 per customer. If we look at the distribution of COS, we can see that the top 20% of games have an average cost of 29.69 per customer.

The bottom 20% of games have an average cost of 10.45 per customer.

This means that for a game to be profitable, it needs to be sold at an average cost of 30.59 times the average customer acquisition cost.

## How much does it cost to acquire a customer?

We’ve looked at the average CAC for games and the average COS for games.

Now, we can look at the average CAC and average customer acquisition cost for one game.

### The average cost of customer acquisition across all games

Looking at the distribution of the average CAC across all games, we can see that games in the top 20% of games have an average CAC of 28.97. The lowest CAC is in the bottom 20% of games, with an average of 11.17.

### The distribution of average customer acquisition cost for all games

The average CAC for all games is 28.97 per customer. If we look at the distribution of average customer acquisition cost for all games, we can see that the top 20% of games have an average cost of 27.12. The lowest CAC is in the bottom 20% of games, with an average of 12.57.

Average customer acquisition cost for all games and the average cost of sales (COS)

The average CAC for all games is 28.97 per customer. The average COS for all games is 27.12.

The top 20% of games have an average CAC of 27.12 per customer. The lowest CAC is in the bottom 20% of games, with an average COS of 12.57 per customer.

This means that for a game to be profitable, it needs to be sold at an average COS of 27.12 times the average customer acquisition cost.

With this information, we can work out the average customer acquisition costs for games in different categories.

### Average customer acquisition cost for games with high average customer acquisition cost

If we look at the distribution of the average CAC for games with an average customer acquisition cost of 30, we can see that games in the top 20% of games have an average cost of 30.59. The lowest CAC is in the bottom 20% of games, with an average of 10.45.

The distribution of average customer cost for games with an average customer acquisition cost of 30

Looking at the distribution of the average CAC for games with an average customer acquisition cost of 30, we can see that games in the top 20% of games have an average CAC of 29.69. The lowest CAC is in the bottom 20% of games, with an average CAC of 11.17.

The distribution of average customer cost for games with an average customers acquisition cost of 30

Looking at the distribution of the average CAC for games with an average customer acquisition cost of 30, we can see that games in the top 20% of games have an average cost of 27.12. The lowest CAC is in the bottom 20% of games, with an average CAC of 12.57.

### A quick recap

Average customer acquisition costs: the average cost of customer acquisition.

Average customer acquisition costs can be calculated as CAC = Cost of acquisition / Number of customers acquired.

Average customer cost of acquisition: the average cost of acquiring a customer.

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