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Mobile Game Studio Spends $100K+ Monthly on Ads Just to Survive - briefly|
| (hx) 11:04 AM CEST - Jul,04 2026 | A small four-person studio has revealed the brutal economics of running a free-to-play mobile game in 2026.
The developers of *Bounty Bash*, an RPG from Limebolt, spend more than $100,000 every month on advertising to attract new players.
This ad budget exceeds what the team spends on salaries and servers combined, totaling over $1.2 million per year.
On average, it costs about $13 to acquire each new player, with some platforms charging up to $30 in the US.
Retention remains tough, with 46% returning the next day but only 7.5% still playing after 28 days, and it takes around four months to recoup ad spending.
Without organic discovery or outside investors, the studio reinvests nearly all revenue back into ads just to keep the game alive.
Can a 4-person studio survive mobile f2p in 2026? Our real numbers: $100k+/month on ads, $30 to buy one US install, 4 months to break even on a player
by
u/limebolt in
gamedev
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