CPI Drop with Strong IP in Mobile Games?

💥 𝗛𝗼𝘄 𝗺𝘂𝗰𝗵 𝗰𝗮𝗻 𝗖𝗣𝗜 𝗱𝗿𝗼𝗽 𝘄𝗵𝗲𝗻 𝘆𝗼𝘂 𝘂𝘀𝗲 𝗮 𝘀𝘁𝗿𝗼𝗻𝗴 𝗜𝗣 𝗶𝗻 𝗮 𝗺𝗼𝗯𝗶𝗹𝗲 𝗴𝗮𝗺𝗲? 𝗖𝗼𝘂𝗹𝗱 𝗶𝘁 𝗯𝗲 𝗿𝗲𝗮𝗹𝗹𝘆 𝟳𝟬%?👇

We’ve all seen the power of recognizable characters and brands in UA campaigns and games. A good IP can cut through ad fatigue, boost IPMs, and increase brand awareness.

𝗕𝘂𝘁 𝗵𝗼𝘄 𝗺𝘂𝗰𝗵 𝗱𝗼𝗲𝘀 𝗶𝘁 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗺𝗼𝘃𝗲 𝘁𝗵𝗲 𝗻𝗲𝗲𝗱𝗹𝗲 𝗼𝗻 𝗖𝗣𝗜?

From what I’ve seen and heard, CPI drops 𝗰𝗼𝘂𝗹𝗱 𝗯𝗲 𝗮𝗻𝘆𝘄𝗵𝗲𝗿𝗲 𝗯𝗲𝘁𝘄𝗲𝗲𝗻 𝟮𝟬 – 𝟳𝟬%. These are possible with top-tier global IPs (think Marvel, Star Wars, Disney, etc)

And of course, lower CPI doesn’t always equal higher LTV, especially if the IP fans churn quickly after install. Also, there is a licensing cost…

👉 I’d love to hear your experience.
How much of a CPI drop did you see, and was it worth the licensing cost?