Quantum Metric has released its latest industry report, The Mobile Benchmarks Report, offering a data-driven look into the current state of mobile customer experience. The report sheds light on a critical insight: when it comes to mobile, even the smallest delay can drive users away.

In a digital environment where expectations are higher than ever, the report highlights the growing need for brands to establish clear benchmarks for mobile performance. With most organizations lacking a standard for what “good” actually looks like, the risk of losing customers due to friction or slow load times remains dangerously high.

Drawing from real customer session data, the report identifies the most common (and costly) mobile pain points and provides actionable insights for improvement.

Key findings from the report include:

• The “frustration threshold”: the specific load time after which users are most likely to abandon an app/mobile site
• The top three conversion blockers in mobile checkout flows and how leading mobile-first brands are solving them
• Industry benchmarks for mobile speed, engagement, and abandonment
• Proven strategies from high-performing brands to boost mobile conversions
• Real-world case studies showing how optimizing mobile UX directly impacts revenue

With mobile traffic continuing to dominate the digital landscape, Quantum Metric’s new report aims to help businesses stop guessing and start optimizing with confidence.

The full report is now available for download here.

The post Quantum Metric reveals what’s really behind mobile abandonment appeared first on Business of Apps.

At HilltopAds, one of the top advertising networks since 2013, bloggers and influencers can monetize traffic from any social media or mobile app with a new Shortened DirectLink. This tool offers a streamlined, platform-friendly way for publishers, influencers, and marketers to monetize clicks from networks like Facebook, Instagram, Twitter, Telegram, TikTok, and others.

What is Shortened DirectLink?

The Shortened DirectLink is a compact version of the standard DirectLink, designed specifically to meet the limitations and requirements of social platforms. It allows users to share clean, concise links that look natural in posts, bios, and comments — all while generating revenue through HilltopAds’ global ad demand.

Key advantages

• Optimized for social media: The shortened format is less likely to be flagged or blocked, making it ideal for platforms with strict content policies.
• Higher engagement rates: Cleaner links typically result in more clicks, which translates to higher revenue potential.
• No technical barriers: Users can create a Shortened DirectLink directly from the HilltopAds dashboard, no coding or external tools needed.
• Full monetization capabilities: Despite its size, the link maintains access to HilltopAds’ premium ad feed, high CPM rates, and worldwide traffic coverage.

Who benefits?

This feature is especially valuable for:

• Content creators and influencers
• Social media page or group owners
• Affiliate marketers and community managers
• Anyone monetizing mobile apps or social media traffic

Availability

The Shortened DirectLink is now live and available to all HilltopAds users. By simplifying the process of sharing monetizable links across social platforms, HilltopAds continues to provide powerful solutions for modern traffic sources.

For users looking to convert social engagement into real revenue, the Shortened DirectLink offers a fast, reliable, and effective option.

To learn more about the shortened DirectLink, go to the HilltopAds blog.

Register with HilltopAds and start social media traffic monetization with the Shortened DirectLink.

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The countdown is on for App Promotion Summit London, taking place at The Brewery on April 24th, 2025. This is your last chance to register — if you haven’t done so already — and attend the biggest app industry event of the year.

We’re also excited to announce that the official APS London Networking App is now live. Whether you’re attending to learn, connect, or grow your app business (or all three!), this powerful platform is your go-to companion for getting the most out of the event.

What you can do on the app:

• Network smarter: Browse the full attendee list and use smart filters — or let AI matchmaking do the work — to find and connect with the right people.
• Plan your path: With over 40+ talks, panels, workshops, and interactive sessions across seven stages, you can customize your agenda and maximize every moment.
• Schedule 1:1 meetings: Want to meet someone in person? Just pick the time, date, and location — your meeting will be added to your schedule automatically.
• Discover leading apps and agencies: Check out the profiles of top companies exhibiting at APS and bookmark your must-visits.

Last year’s app powered 4,000+ messages, led to hundreds of meetings, and created 1,000+ new connections. This year? We’re going even bigger.

Don’t miss your chance to build meaningful connections, gain insights from industry leaders, and take your app growth to the next level.

Download the APS London app now and get started.

The post Last chance to join us at APS London appeared first on Business of Apps.

The mobile industry thrives on innovation, and behind that innovation are the talented people driving it forward. Yet, despite growing diversity, women in mobile — whether in ad tech, app marketing, or gaming — are still underrepresented in industry conversations and within senior roles. According to Skillsoft’s Women in Tech Report, women only comprise about 25% of the tech workforce. There’s also a significant disparity in senior roles, with research by PwC finding just 5% of leadership positions in the technology sector are held by women.

Mobile advertising company Liftoff is launching a new monthly series, debuting here on Business of Apps, to help elevate and amplify the voices of inspiring women shaping the world of mobile apps and technology. Each month, the series will spotlight a rising star or leader from the mobile industry, who’ll discuss their biggest achievements, offer insights into the state of the industry, and guide others looking to take their career to the next level.

The series will highlight female experts from various facets of the mobile app ecosystem — including user acquisition, programmatic advertising, monetization, and more — from a diverse range of app categories, comprising everything from lifestyle and entertainment to education and news. The first article of the series is live now and focuses on Casie Jordan, Senior Vice President of Revenue Platforms at Liftoff.

In her article, Jordan discusses her past ten-plus years in mobile marketing, touching on her time at Twitter’s MoPub, where she launched and scaled MoPub’s Advanced Bidding, the industry’s first mobile app ads unified auction. She also discusses how app developers can balance monetization with their user experience and her thoughts on where AI and machine learning (ML) are taking mobile ad tech.

“At Liftoff, we strive to recognize excellence from all walks of life — be it newcomers who are just starting their career journeys or strong leaders with decades of experience,” says Taissia Belozerova, Head of Marketing at Liftoff. “This series is our way of celebrating the incredible women making a difference in mobile, providing them with a platform to raise their voices and ultimately inspire the next generation of leaders.”

Liftoff has spent more than half a decade highlighting the accomplishments of women in mobile, and this series marks the company’s latest initiative. Past efforts have included an extensive interview series with PocketGamer showcasing women’s impact on the mobile gaming industry, as well as numerous webinars and podcasts featuring discussions with female leaders on topics like career growth, industry challenges, and strategies for success.

The post Liftoff takes off with new series celebrating game-changing women in mobile appeared first on Business of Apps.

The advertising landscape is shifting fast, and Connected TV (CTV) is leading the charge. As audiences move away from traditional linear TV, marketers need to keep up with new channels, smarter targeting, and fresh creative approaches.

Smadex has released the CTV Guide — an actionable resource designed to help brands and advertisers tap into the full potential of CTV. Whether you’re building brand awareness or focused on performance marketing, this guide gives you the tools to succeed.

Here’s what’s inside:

• CTV, demystified: Confused by all the acronyms? Learn what sets CTV apart from OTT and traditional TV, and why this channel offers unique opportunities for both reach and performance.
• Winning strategies: Discover full-funnel CTV strategies to drive everything from upper-funnel awareness to lower-funnel conversions. The guide breaks it down by goal and audience type.
• Measuring what matters: Performance in CTV isn’t guesswork. Smadex walks you through the most important KPIs, including impression delivery, completion rates, and view-through attribution.
• Advanced targeting: From behavioral and demographic data to contextual, deterministic, and probabilistic targeting, the guide explores how to reach the right viewer, at the right time.
• Creative that connects: Get pro tips on crafting binge-worthy ad creatives designed to capture attention on the biggest screen in the house.

And that’s just the start. Stay competitive in the fast-moving world of digital advertising. Download the CTV Guide from Smadex and start building smarter campaigns for the connected era.

The post Navigate the CTV shift with smarter strategy, sharper targeting and standout creatives appeared first on Business of Apps.

AVOW, the award-winning global app growth company specializing in mobile OEM advertising, has released a new industry playbook designed to help fintech app marketers fast-track their user acquisition strategies.

Titled The Mobile OEM Advertising Playbook for Fintech Apps, the playbook delivers concise, insight-driven strategies for acquiring high-quality users through mobile OEM channels and alternative app stores across key global markets. With traditional ad platforms becoming more restrictive and saturated, fintech marketers are under pressure to find alternative, scalable channels that deliver real users, measurable results, and fraud-free performance.

Built for today’s fast-moving finance app ecosystem, the playbook is tailored to marketers in verticals like crypto, neobanking, trading, BNPL, payments, and digital banking, offering practical solutions for overcoming challenges such as rising acquisition costs, increasing platform restrictions, fraud concerns, and user trust barriers.

Unlike previous AVOW resources that offered broad overviews and tactical advice, this new playbook takes a sharper, execution-focused approach. It’s built to be fast to read, easy to apply, and highly relevant to performance-driven growth teams navigating complex ad environments.

What’s inside The Mobile OEM Advertising Playbook for Fintech Apps:

• Actionable growth strategies for reaching high-intent users through OEM-owned inventory
• Regional market insights from Southeast Asia, North America, Europe, and more
• Fraud mitigation advice from MMPs like AppsFlyer and Singular
• Mobile OEM partner contributions from Xiaomi, OPPO, and Transsion
• Real-world fintech case studies powered by AVOW’s mobile OEM network

The insights were shaped with input from AVOW’s OEM partners and leading attribution platforms, bringing multiple perspectives to today’s acquisition challenges.

The playbook positions OEM advertising not as a niche tactic, but as a core strategy for sustainable growth — giving marketers access to 1.5 billion daily active users across 86% of the global Android market. Through placements such as preloads, branded app stores, and push notifications, OEMs allow fintech brands to connect directly with high-intent users on-device — bypassing the oversaturation of traditional app stores.

AVOW’s approach also prioritizes transparency and performance. Through integrations with leading mobile measurement partners like AppsFlyer, Singular, Adjust, Kochava, and Branch, fintech advertisers can ensure accurate tracking, campaign optimization, and protection from fraud.

The goal is to equip fintech teams with a resource that prioritizes speed, scale, and strategic clarity.

“This isn’t just another whitepaper — it’s a hands-on guide for fintech growth leaders looking to future-proof their acquisition strategies,” said Robert Wildner, CEO and Co-Founder of AVOW. “We created this playbook to give app marketers the blueprint they need to tap into overlooked channels, scale efficiently, and outpace competitors.”

The Mobile OEM Advertising Playbook for Fintech Apps adds to AVOW’s growing collection of vertical-specific resources — following successful guides for gaming, ad formats, and organic uplift. With this latest release, AVOW reinforces its commitment to helping marketers in highly competitive verticals unlock smarter, safer, and more scalable growth strategies.

It’s a must-read for marketers aiming to gain a competitive edge and future-proof their app growth in an increasingly regulated and fragmented mobile advertising landscape.

Download the playbook here.

The post AVOW’s new OEM playbook opens new growth paths for fintech marketers appeared first on Business of Apps.

App Promotion Summit London returns to The Brewery on April 24, bringing together some of the brightest minds in app growth, product, and marketing. It’s one of the leading events in the space—and for good reason. This is where strategies are shared, frameworks are unpacked, and real stories of scaling apps are told, unfiltered.

Across seven dedicated content stages, attendees will hear from 60+ speakers delivering 35+ sessions, workshops, and roundtables. The agenda covers the full spectrum of modern app growth — from embedding AI in app marketing and privacy-enabled user acquisition 2.0 to world-class retention, product-driven growth, revenue growth, and channel diversification.

Seven stages, one goal: Smarter app growth

The event is structured to help you go deep where it counts, with content stages including:

Main Conference

Growth Zone

User Acquisition Zone

App Product & Engagement Zone

Roundtable Zone

App Talks

The Verticals Zone

Whether you’re focused on optimizing your funnel or expanding into new markets, there’s a session (or several) built for you.

Agenda highlights

• Dmitry Gurski (Flo) will share how the team scaled from the outskirts of Minsk to 250M ARR and 75M MAU.
• Barbara Schädel (The Very Group) explores how a simple advent calendar idea became a powerful re-engagement tool.
• Ritwik Arya (Trainline) presents an ASA automation framework designed to scale global growth with smarter, faster decision-making.
• Angèle Lenglemetz (Cleo) brings insights from 73 million conversations to show how AI nudges and gamification can drive user habits and retention.
• Anton Volovyk (Reface) shares lessons learned from 250 million downloads and what it takes to grow AI-powered apps.
• Asya Kuznetsova (Wise) dives into referral programs and sustainable growth loops through product-led thinking.
• Steve Toy (Memrise) discusses how LLMs can address real user needs and where the real opportunities lie.
• Jess Parkijavan (The Premier League) leads a roundtable on what it takes to successfully launch and grow app products.
• Mykhailo Kudla (Bolt) reveals how performance-driven influencer partnerships helped them cross 1M installs in 15+ countries.
• Evelina Gruzdzevičiūtė (NordVPN) breaks down how cross-functional collaboration can unlock better A/B testing outcomes.

Come for the strategies, stay for the conversations

The best part? It’s not just about sitting through presentations—it’s a chance to ask real questions, learn from peers, and connect with others working on similar challenges in app growth and product.

App Promotion Summit London takes place 24th April 2025 at The Brewery, London. Registration is open now — save your spot here.

The post Learn how to grow and scale apps at APS London appeared first on Business of Apps.

As competition intensifies on the app stores, a new market map charts the platforms and partners shaping visibility, conversion, and growth.

In today’s mobile economy, building a great app is only the beginning. The real challenge lies in getting that app discovered and downloaded in an environment where visibility is algorithmic, distribution is fragmented, and user acquisition is both more data-driven and more unpredictable than ever.

To help navigate that complexity, we have released the App Store Marketing 2025 Market Map, a comprehensive visual guide to the tools, platforms, and services powering app store growth today.

The map highlights seven core categories shaping app marketing strategies across iOS, Android, and alternative distribution channels:

• App Store Marketing Platforms: All-in-one solutions for managing metadata, keyword rankings, A/B testing, and creative localization at scale.
• App Store Analytics: Tools offering deep visibility into performance, category trends, and competitive benchmarks.
• Apple Search Ads Partners: Platforms that optimize ASA campaigns for precision targeting and efficient spend.
• ASO Tools: Tactical software for keyword discovery, localization insights, and ongoing metadata optimization.
• Web-to-App Solutions: Technologies bridging the gap between web engagement and app installs, complete with attribution tracking.
• Alternative App Stores: Channels expanding reach beyond Google Play and Apple’s App Store, especially in emerging markets.
• Agencies: Strategic partners with experience navigating ASO, creative iteration, and global campaign execution.

Available in both PNG and PDF formats, the map is designed for mobile marketers and growth teams who need a fast, clear, and up-to-date overview of the landscape — ideal for strategy sessions, planning decks, or identifying new partners in a shifting ecosystem.

Download the App Store Marketing 2025 Market Map here and get a clearer view of the infrastructure behind mobile growth.

The post Mapping the future of app store marketing in 2025 appeared first on Business of Apps.

ROIBest, the pioneer in progressive web app (PWA) solutions, is revolutionizing mobile advertising through its PWA technology. In an increasingly competitive ad environment, advertisers are under pressure to deliver better results with tighter budgets. By partnering with global demand-side platforms (DSPs), such as Kwai, ROIBest transforms how ads are built, delivered, and optimized.

Advertisers’ key challenges

As advertisers face the dual challenge of rising costs and underperforming campaigns—often due to slow landing pages, fragmented data, and inefficient workflows—ROIBest comes together with DSPs to address these challenges:

• Poor landing page performance: Slow load times and limited interactivity lead to high bounce rates, forcing advertisers to pay more for traffic that doesn’t convert.
• Fragmented data: Disconnected systems between DSPs and advertisers delay or skew conversion tracking, making it difficult to capture real-time user behavior and optimize ad strategies accordingly.
• Cumbersome ad creation: The traditional ad creation process is time-consuming, often causing advertisers to miss key traffic windows during game releases or trending campaigns.

“Advertisers need agility to keep pace with dynamic markets,” says ROIBest Marketing Manager, Rey Lyu. “Our PWA solution doesn’t just streamline workflows—it rebuilds the infrastructure for smarter, faster, and more sustainable ad placement.”

ROIBest enables hyper targeting and maximized ROI

ROIBest is the leader and pioneer in leveraging PWA technology to scale app growth. Its PWA solution delivers:

• Independence form app stores: Enable developers to bypass approval delays and app store fees to distribute apps.
• Universal compatibility: Reach 1/8 of Android devices globally, ensuring fast-loading ad pages and seamless user experience.
• Comprehensive ad account protection: ROIBest reduces unnecessary ad suspensions by redirecting 80% of user complaints to a self-managed channel, prevents 70% of false bans through page code obfuscation, and ensures faster reviews by inserting random characters to texts with AI.

ROIBest is transforming digital advertising with its Android PWA solution. By integrating systems with DSP platforms, ROIBest further enables advertisers to hyper-target demographics while minimizing wasted ad spend.

Smarter algorithms and better performance through data integration

ROIBest’s innovative PWA solution connects data across the entire user journey—covering ad impressions, conversions, and retention. By synchronizing this data with DSP systems, ads can be optimized in real time to drive unprecedented precision, stronger performance, and higher ROI.

Official channel for adding PWA assets to create ads fast

With Android PWAs delivered by ROIBest, advertisers can set up high-performance landing pages in just three steps through a DSP platform (Select your PWA partner > Enter the promotion URL > Complete creation)—boosting efficiency by over 60%. This is especially valuable for fast-paced industries like gaming and social apps.

ROIBest: A go-to PWA partner for global advertisers and developers

ROIBest’s PWA solution has benefited numerous global leading companies in social, gaming, utility, and short drama sectors, helping them drive higher conversions and lower costs. As major DSP platforms integrate the solution, ROIBest is building a more open and flexible Android ecosystem.

Get on board with ROIBest and stay ahead in the ad landscape.

The post ROIBest partners with DSP platforms to streamline app advertising appeared first on Business of Apps.

In 2024, Adsterra, a global advertising network, took a groundbreaking step by launching World AdTech Day — the first-ever dedicated celebration for professionals in the adtech industry. This initiative was created to recognize the contributions of experts who drive digital advertising forward.

On March 27, 2025, the celebration returned for its second edition, once again bringing together industry pioneers, innovators, and professionals from across the globe.

Explore all event details, promotions, and partner initiatives on the official website.

A new tradition for the adtech community

World AdTech Day has quickly established itself as a key event in the advertising technology landscape, providing an opportunity to acknowledge and celebrate the professionals who develop cutting-edge solutions in digital marketing.

This global initiative unites a diverse range of industry players, including:

• Advertising platforms
• Affiliate programs
• Hosting providers
• Analytics and tracking systems
• Marketing software developers

Industry leaders supporting #WorldAdTechDay 2025

This year’s celebration is backed by 23 companies committed to honoring adtech professionals. These partners include Adsterra, Binom, BeMob, EvaDav, CrakRevenue, CPV Lab Pro, Keitaro, RedTrack, Voluum, Galaksion, Push.House, ROIads.co, FatAds.co, 3SNET, Bloggersideas, Affmaven, Aff.ninja, Evamobi, Adxad, Mobidea, AffiliateMastermind, and more.

These companies host exclusive webinars, launch special promotions, and engage with the adtech community through social media using the hashtag #WorldAdTechDay.

World AdTech Day ethos

The advertising technology industry has grown into a complex and dynamic ecosystem that requires specialized expertise. World AdTech Day was created to recognize the skilled professionals who power this evolution, from media buyers and big data analysts to PPC managers and affiliate marketers.

By celebrating their dedication, this event shines a spotlight on the people who:

• Create seamless brand-consumer connections
• Develop innovative advertising solutions
• Enhance digital marketing strategies through data-driven insights
• Advance ethical and responsible advertising practices

How to get involved in the celebration

On March 27, 2025, adtech professionals from around the world are invited to showcase their contributions by posting on social media.

The content can feature:

• Behind-the-scenes moments from ad campaigns
• Innovative adtech projects or milestones
• Team celebrations or work highlights
• Industry-related memes or fun insights

To join the conversation, participants should use the official hashtags #WorldAdTechDay and/or #AddYourTech. After that, check out the Social Wall on World AdTech Day website to see your post featured there!

This year, there’s even a special merch contest by Adsterra to encourage creativity and celebration. More on that on the event’s official website.

A community-driven initiative

At its core, World AdTech Day is more than just a celebration — it’s a movement that unites the people behind the digital advertising industry. The day brings together thought leaders, developers, and marketers who dedicate their expertise to enhancing advertising technology and creating meaningful user experiences.

Adsterra: The force behind World AdTech Day

World AdTech Day is proudly spearheaded by Adsterra, a leading global ad network that has been shaping the adtech landscape since 2013.

Known for its smart advertising solutions and proprietary ad formats like Social Bar, Adsterra continues to drive industry innovation. The company’s Partner Care Program ensures that every advertiser and publisher receives specialized support, reinforcing its commitment to fostering sustainable and effective partnerships.

You can still join! World AdTech Day is a chance to celebrate achievements, connect with fellow professionals, and recognize the incredible advancements shaping digital advertising. The celebration is in progress, so there’s a chance to make your contribution to it.

The post World AdTech Day 2025: Twice as many partners as last year appeared first on Business of Apps.

Remerge and Adjust are teaming up with Google for an exclusive event about the impact of the Android Privacy Sandbox.

Think Outside the Sandbox will take place in London on April 10 at The Apartment at The Hoxton. Through presentations and in-depth panel discussions, some of the most influential mobile marketing minds will share their insights on what’s ahead for the industry — and how you can prepare for app growth in the privacy-first world.

Spots are limited, so secure your seat now and hear more on:

• The latest on mobile measurement and attribution
• Privacy-safe retargeting in 2025 and beyond — what works, what doesn’t
• SDKs, APIs, and the practical steps you should take now

This is the year’s top event for getting the inside scoop from the people directly involved in shaping the Privacy Sandbox ecosystem.

Don’t miss out — access the full agenda and registration form.

The post Join Remerge, Adjust, and Google for an exclusive Sandbox event on April 10th appeared first on Business of Apps.

Join Yodel Mobile on Thursday 3rd April at 2.30pm GMT for How to get your app featured on the App Store, a free webinar exploring how you can boost your app’s visibility.

Whether you’re launching a new app or looking to scale your current app, this webinar will offer actionable insights to help improve your app’s performance and drive downloads.

What will you learn?

During the session, our app growth experts will break down the proven strategies that drive success, offering expert insights into:

• How to submit your app for featuring consideration
• Best practices for ASO, design, and localisation
• Pro tips to maximise visibility and engagement

Who will you hear from?

• Arazoo Kadir, Agency Growth Director at Yodel Mobile
• Nat Abell, Senior ASO Manager at Yodel Mobile
• Jessica Spivey, Senior ASO Executive  at Yodel Mobile

Got burning questions about getting your app featured? We’ve got answers! In addition to the valuable insights you’ll gain during the webinar, we’ll be hosting a dedicated Q&A session.

This is your chance to directly ask our experts your most pressing questions. To make the most of this opportunity, you can even submit your questions ahead of time during the registration process.

Register now!

The post Discover the secrets of getting featured on the App Store appeared first on Business of Apps.

The clock is ticking for anyone planning to attend App Promotion Summit London 2025. Early bird tickets close this Friday, March 28th, with savings of up to £500 still on the table.

The event will bring together over 800+ in-person attendees, with 70+ speakers across 7 content stages covering app growth, user acquisition, retention, ASO, monetization, and more. It’s a one-day deep dive into the strategies driving mobile growth in a competitive market.

Alongside the content, attendees can expect high-quality networking with marketers, product leads, and growth teams from across the app ecosystem.

Secure your spot today and save up to £500.

The post APS London Early Bird tickets end this Friday appeared first on Business of Apps.

The mobile app industry is evolving fast, from AI automation to new monetization models. To stay ahead, you need to follow new trends, explore opportunities, and adapt to market changes.

Yango Ads has released the AdTech Trends 2025 Playbook, Mobile Apps Edition — a practical guide to app growth and revenue optimization, helping businesses navigate industry changes.

The playbook explores key shifts in adtech, including:

• Expanding in emerging markets: Countries like Vietnam, Indonesia, Brazil, and Russia offer great opportunities for growth. Mobile adoption is rising, user acquisition costs are lower, and engagement and retention rates are high. Learn more about these markets and key strategies for success.
• Hybrid monetization: Relying on just one revenue stream is no longer effective. Discover how to combine ads, subscriptions, and in-app purchases to create a balanced monetization strategy.
• Open bidding: Traditional programmatic ad methods in mobile apps are becoming less effective. To improve competition and increase fill rates, publishers are switching to open bidding. This real-time auction lets multiple ad networks bid at the same time for an ad impression. The playbook explains how open bidding can boost revenue while keeping a great user experience.

And that’s just the beginning. Keep up with the competition — download the AdTech Trends 2025 Playbook and improve your app monetization strategy.

The post How open bidding and hybrid monetization are transforming mobile apps appeared first on Business of Apps.

App Promotion Summit London is set to return to The Brewery on April 24th, 2025. APS has become a cornerstone of the app industry, bringing together forward-thinking app growth leaders from around the world. This year will be no exception with over 800 senior app marketers, product strategists, and growth experts from leading global brands in attendance.

The Early Bird ticket sale ends next week. This is your chance to save £500 on your ticket.

Event highlights:

Top-tier attendees: Network with over 800 senior app marketers and leaders from industry giants, including Strava, Booking.com, Monzo, Taco Bell, King, Babbel, Decathlon, Wise, Jet2, Immediate Media, Blinkist, and more.

Expert speakers: Hear directly from CEOs, CMOs, and app unicorn leaders representing major brands such as Flo, The Premier League, Bolt, Wise, Xero, and The BBC.

Deep-dive workshops: Attend specialized sessions across 7 content stages, including focused workshops, intimate interviews, and industry-specific roundtables.

Networking opportunities: Leverage the custom APS event app to set up meetings, connect with peers, explore the venue, and engage with exhibitors seamlessly.

Exhibition nearly sold out: The bustling Exhibition and Marketplace area is already 90% booked, featuring the world’s leading user acquisition and app engagement platforms and agencies.

Don’t miss out on the opportunity to be part of an event that will help you learn how to grow and scale apps. Join 800+ in-person attendees and immerse yourself in a day of insightful sessions led by 70+ industry experts across 7 content stages and unrivalled networking opportunities and experiences. Secure your spot now.

The post 5 Reasons to join us at APS London appeared first on Business of Apps.

Looking to scale your app business and forge high-value connections? The Global Growth Meetup Berlin 2025 brings together top app developers, industry leaders, and growth strategists to explore cutting-edge tactics for navigating the evolving global app economy.

Set in the heart of Berlin, this exclusive event offers a focused environment to exchange ideas, gain expert insights, and uncover new opportunities for sustainable growth.

What to expect:

• Gain insights from industry experts on the latest UA trends
• Discover all about the evolution of rewarded advertising
• Hear from a panel of experts on strategies for app growth in 2025 and beyond
• Meet like-minded peers and experts for networking, idea exchange, and potential business partnerships

Date and location:

When: Wednesday, March 26, 4:30 PM
Where: Eve by Night Kitchen, Oranienburger Str. 32, 10117

Space is limited. Don’t miss your chance to take part in this unique opportunity to grow your network and expand your vision.

Reserve your spot here.

The post Level up your app game at the Global Growth Meetup Berlin 2025 appeared first on Business of Apps.

Yodel Mobile, the leading app marketing agency, has announced the appointment of Alexandra Stamp as Head of Marketing.

Stamp, who joins as the first senior marketing hire, brings a wealth of experience from leading agencies, including MHP Group, Croud, and Medialab. Most recently, as Head of Marketing at MHP Group, she focused on multi-channel campaigns, brand positioning and strategic partnerships to drive measurable business outcomes.

Founded in 2007, Yodel Mobile specialises in full-funnel mobile marketing strategies, including app store optimisation (ASO), paid media management, retention, engagement and monetisation strategies. Yodel Mobile has helped scale some of the world’s most successful apps across industries, driving sustainable growth through data-led strategies. Clients include UKTV , B&Q, The RAC, Breast Cancer Care, Yodel Delivery and TUI.

Stamp said:

“It’s hugely exciting to be joining Yodel Mobile on the back of a sustained period of impressive growth. It’s been a challenging 18 months for many agencies, but Yodel Mobile has flourished and continues to strengthen its position as a leader in app growth.”

Mick Rigby, CEO of Yodel Mobile, added:

“We are thrilled to welcome Alexandra to the team. Her expertise in data-driven marketing and her track record of delivering outstanding results make her the perfect fit for Yodel Mobile. As we continue to expand, her leadership will be instrumental in driving our next phase of growth.”

The past year has been a landmark period for Yodel Mobile, particularly in the US, where the company has seen significant expansion and client wins, including Dick’s Sporting Goods, Auto Nation Gather and People Ready. Their innovative approach to app growth was recognised globally, earning them awards such as App Marketing Agency of the Year 2024, Most Effective ASO Campaign of the Year 2023, and the Culture 100 Award (greatest places to work) in 2024.

At the core of Yodel Mobile’s success is its proprietary Infinite App Growth Loop, a unique, holistic framework that optimises every stage of the user lifecycle, from acquisition to user advocacy. Powered by data, this ongoing optimisation growth loop ensures continuous improvement with each iteration, driving sustainable, long-term app growth for clients worldwide.

The post Yodel Mobile strengthens leadership, names Alexandra Stamp as first-ever Head of Marketing appeared first on Business of Apps.

As we enter 2025, the mobile marketing landscape remains a hot topic of discussion. Bold claims like “hypercasual games are dead” and “user acquisition is obsolete” continue to circulate alongside the intensifying competition between gaming and non-gaming apps for user attention and brand visibility. But what does the data actually say?

SocialPeta’s latest in-depth whitepaper, The ultimate guide for running better mobile marketing campaigns, unpacks key marketing trends from 2024, analyzing the shifts that shaped the mobile gaming and non-gaming industries.

The report reveals surprising insights, including:

The casual game genre still leads in advertiser and creative share, but RPGs have emerged as the most competitive genre in marketing.

iOS creatives are declining in the mobile gaming sector, yet their presence is increasing in the non-gaming space.

While the global mobile game market continues its recovery, the non-gaming sector has reached record-breaking heights.

With detailed data analysis and expert insights, this report is your go-to resource for optimizing 2025 marketing strategies and identifying new growth opportunities.

Download the full report here and stay ahead of the game.

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You’ve achieved impressive growth with your app – hitting key milestones in installs, active users, and lifetime values. But with scale comes new challenges: rising competition, increasing CPIs (cost per install), and the pressure to justify higher marketing budgets.

To address these challenges, Yodel Mobile has launched Unlocking sustainable app growth: The ultimate app marketing guide, a report designed for app businesses ready to scale efficiently while controlling acquisition costs.

Featuring expert insights from Appsflyer, Apptweak, and MobileAction, this guide explores proven strategies to help you navigate rising CPIs and sustain growth without overspending. If you’re looking to refine your approach to app marketing in 2025, this is for you.

 Who is this app marketing guide for?

This isn’t a guide for early-stage apps that are just launching or in the early growth phase of their product. Instead, it’s tailored for successfully launched businesses that are now focused on scaling efficiently whilst keeping acquisition costs low.

With many apps vying for attention, the app store marketplace is more competitive than ever. Standing out requires more than just increasing spending – it demands a smarter, more strategic approach to user acquisition.  The guide explores proven techniques to help you grow sustainably without dramatically increasing your costs.

Key challenges this guide solves

Scaling your app without acquisition costs spiralling out of control is a common hurdle for many businesses. This guide covers strategies to:

• Optimise paid and organic acquisition for cost-effective growth
• Adjust and leverage new app store tools for better audience segmentation
• Enhance creative performance and boost conversion rates
• Navigate privacy updates and refine attribution tracking, including how to optimise your SKAdNetwork

Enter the next phase of growth

This guide equips you with advanced strategies to scale your app, optimise spending, and maintain sustainable acquisition.

Download Yodel Mobile’s Unlocking sustainable app growth: The ultimate app marketing guide now to take control of your app’s growth!

The post Achieving growth and managing acquisition costs in 2025 and beyond appeared first on Business of Apps.

The biggest names in the app industry are gearing up for App Promotion Summit London 2025, taking place on April 24th at The Brewery. This year’s APS brings together 800+ app marketers and product leaders from the world’s top brands for a day of networking, insights, and growth strategies.

With bookings up 37% from last year, this year’s APS London is set to be the biggest and most impactful yet.

Industry giants in attendance

From fintech to fitness, eCommerce to entertainment, leaders from top-performing apps and brands are joining, including:

Shopping

Very, Auto Trader, Screwfix, Ocado, NEXT, Amazon, John Lewis, B&Q, Ryman, Naked Wines, TK Maxx, Levi Strauss & Co., Decathlon, PrettyLittleThing

Finance

American Express, Monzo, Tide, Emma, NatWest Rooster Money, CoinStats, Remitly, ClearScore, TotallyMoney, Cleo AI, TransferGo, Xero, Kuda, IG Group, Wise

Travel

Jet2, Holiday Extras, Trainline, Bolt, TUI, Skyscanner, Booking.com, GetYourGuide, Turo, FREENOW, Kiwi.com, The RAC, Haven

Games

King, Niantic, SEGA HARDlight, Tripledot Studios, Entain, Stillfront, Product Madness, Paddy Power Betfair, Marmalade Game Studio, William Hill, Trailmix, PokerStars

Education

Babbel, Dogo, Driving Test Success, tonestro, Learn To Master, Busuu, Headway, EF Hello, kitUP, Musopia, Drops, Blinkist, Memrise

Health & Fitness

Runna, Holland & Barrett, Adidas, Sweatcoin, Nutracheck, Flo, YAZIO, Arise, Simple, Fitify, Pixster Studio, The Body Coach, EvolveYou, Strava

Media

BBC, Financial Times, Channel 4, The Telegraph, Reuters, Paramount, Reach plc, Immediate Media

Food & Drink

Taco Bell, Mob, AB InBev, Flink

Why you can’t afford to miss APS London 2025

• Connect with app growth and revenue leaders across multiple industries
• Gain cutting-edge insights from top brands and industry experts
• Explore the latest strategies in user acquisition, retention, and monetization
• Network with peers, partners, and potential clients in an exclusive setting

Plus, for every ticket sold, a tree will be planted.

Tickets are selling fast — secure yours now here.

Want to sponsor or partner with APS London? Get in touch!

The post Who’s coming to APS London 2025? appeared first on Business of Apps.

ContextSDK has unveiled a new case study showcasing how Wizz, one of France’s top friend-finding apps, transformed user engagement and retention using real-world context data.

By leveraging ContextSDK’s advanced context-aware technology, Wizz optimized in-app interactions, leading to significant increases in conversions, revenue, and overall user satisfaction — all while maintaining a strong commitment to privacy.

Unlocking the power of context-aware engagement

The case study provides an in-depth look at how Wizz used over 200 real-world signals — including motion, device status, and time of day — to tailor user experiences in real time.

This innovative approach enabled the app to engage users at the perfect moment, resulting in remarkable outcomes:

• 81% increase in conversions by delivering offers exactly when users were most receptive
• 80% of potential sales achieved with just 20% of upsell attempts, demonstrating the power of precision targeting
• Higher engagement, retention, and loyalty through contextually relevant interactions
• Enhanced privacy-first strategies that improve app performance without compromising user trust

Why context-aware strategies matter

In an increasingly competitive app landscape, generic engagement tactics are no longer enough. Context-aware technology allows apps to move beyond static interactions and instead create meaningful, well-timed experiences that drive real results. Wizz’s success story demonstrates how understanding user context can turn passive users into loyal customers while maximizing monetization opportunities.

As mobile engagement becomes more sophisticated, brands that adopt context-aware strategies will gain a significant competitive edge. ContextSDK provides the tools needed to ensure every interaction is impactful, timely, and relevant, helping apps like Wizz thrive in a crowded market.

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Tenjin, a leading mobile measurement platform, is proud to announce it has joined Meta’s Mobile Measurement Partner (MMP) program.

This partnership enables Tenjin’s customers to measure and optimize the performance of their mobile app campaigns across Meta’s platforms, such as Facebook and Instagram.

Christopher Farm, CEO and Co-Founder at Tenjin, said about the partnership:

“Integrating with Meta marks a major milestone in Tenjin’s journey to empower growing mobile publishers.  Meta has long been the go-to platform for mobile publishers launching campaigns, thanks to its simplicity and proven effectiveness. At Tenjin, we share a similar product philosophy: making complex processes simple and accessible. With Tenjin, Meta’s advertisers can rely on an efficient marketing analytics platform that makes their growth much easier. From intuitive first interactions with our dashboard to unique tools like DataVault, we are dedicated to simplifying mobile marketing analytics and driving success for our users.”

Prior to the announcement, Tenjin has been engaged with Meta piloting the integration, and inclusion of Meta ads into measurement reporting. During this period, Tenjin worked closely with select clients to test and refine the partnership, delivering measurable improvements in campaign performance.

One of these clients, Zplay, experienced first-hand the benefits of the Tenjin-Meta integration.

Jane Wang, Marketing Manager at Zplay, commented:

“Tenjin and Meta integration works like magic—it was truly plug-and-play. The quality of the data and the additional Meta features we’ve unlocked through Tenjin have elevated our user acquisition to the next level, enabling us to scale efficiently and achieve remarkable results.”

This partnership marks a significant step forward for Tenjin as it continues to expand its offerings and solidify its position as a leader in mobile measurement and analytics.

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Tappx has launched a new resource designed to help mobile media buyers improve the effectiveness of their ad creatives. The guide, The art of mobile media buying: From design principles to user acquisition fundamentals, provides in-depth insights into key design principles and best practices that can enhance engagement, increase conversions, and maximize return on investment (ROI).

With digital advertising becoming more competitive, creative design plays a crucial role in campaign success. This guide serves as a practical resource for marketers looking to refine their approach and develop ads that not only stand out but also drive real results.

Key insights from the guide:

Design fundamentals: Learn the essential principles of effective ad design, including balance, emphasis, and simplicity, to create visually compelling campaigns.

Platform-specific adaptations: Understand how to optimize ad creatives for different devices and digital environments to ensure maximum impact.

Avoiding common pitfalls: Discover the most frequent design mistakes that hinder engagement and how to avoid them.

Data-driven optimization: Learn how to use A/B testing and analytics to refine ad performance and improve ROI.

Audience-centric approach: Get insights into tailoring ad designs for different demographics, from Gen Z to Baby Boomers, to boost relevance and engagement.

Whether the goal is to increase app downloads, enhance brand awareness, or improve conversion rates, this guide offers valuable strategies for success.

Download your copy of the guide here.

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Leading game publisher Mattel163 partnered with rewarded marketing platform Gamelight to drive exceptional growth for its popular mobile card games, UNO and Phase 10. Through its cutting-edge rewarded UA strategies, Gamelight successfully promoted these titles across key geographies, including the US, Japan, UK, Germany, and France, on both Android and iOS.

This case study focuses on Phase 10’s impressive success with Gamelight. Mattel163’s objective was to scale efficiently in key regions while ensuring sustained profitability, long-term growth, and engaged players.

The campaign and results

Using its AI-driven rewarded UA platform, Gamelight leveraged deep user insights — including behavioral patterns, gaming history, and demographic data — to identify high-value users and drive exceptional campaign performance. Gamelight’s targeted approach resulted in significant ROAS growth across all regions, ensuring profitability while maintaining cost efficiency.

Performance by region

• Europe (UK, DE, FR): Exceeded expectations by surpassing D7 ROAS targets by 151%, ensuring long-term profitability.
• Japan: Doubled ROAS from D7 to D30, delivering sustained growth and efficiency.
• United States: Achieved 284% ROAS growth from D7 to D30, showcasing strong scaling potential with highly engaged users.

Given these results, Mattel163 recognized Gamelight as a key driver of success:

“This is a highly valuable and premium advertising channel, offering precise and high-quality traffic. It demonstrates outstanding performance in terms of cost recovery and overall data results, especially in core regions of Europe outside the US. The professional cooperation and service from the channel make it highly promising for long-term collaboration!”

Leon Zhou, UA Team Leader, Mattel163

Industry recognition

Gamelight’s continued success is validated by its rankings in the AppsFlyer Performance Index, where it holds a Top 2 position for Casual titles in Western Europe, Japan & Korea, among other regions. Additionally, Gamelight has also been recognized in the latest AppsFlyer Performance Index as the Top 1 rewarded UA source globally across all genres, solidifying its leadership in mobile game marketing.

AppsFlyer Performance Index

Source: AppsFlyer

Conclusion

Mattel163’s partnership with Gamelight has delivered exceptional ROAS growth, doubling and tripling performance across key markets, with up to 284% ROAS growth in the US. This collaboration highlights Gamelight’s ability to scale efficiently, ensuring long-term success and profitability for top mobile gaming brands.

As the #1 rewarded UA platform, Gamelight continues to empower game publishers with data-driven insights, AI-powered targeting, and highly engaged users.

Want to achieve similar results? Explore the Gamelight dashboard and its unique features here. For inquiries, reach out to partners@gamelight.io.

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The Apptivate podcast has become a reference point for marketers around the world. Since 2018, Remerge has been joined by some of the biggest mobile leaders and influencers to discuss the hottest tech trends, from privacy developments, app growth strategies, and campaign measurement to AI, creatives, and brand messaging.

Now, you can get behind-the-scenes at one of the longest-running ad tech shows.

Remerge has unveiled the winners of its inaugural Apptivate For The Record Awards — a list of its best-performing and engaging podcast episodes from 2024. The categories include:

• Apptivate Influencers (the most listened-to episodes from 2024)
• Apptivate Trendsetters (the episodes with the highest social media engagement rate in 2024)
• Apptivate High Scorers (the most listened-to gaming-focused episodes from 2024)
• Apptivate Editor’s Pick (the episode with exceptional advice and takeaways)

Get your copy of the results, which also features audience stats from the show and a guide to the conversations you may have missed.

The post Remerge launches new award to recognize best-performing app podcast episodes appeared first on Business of Apps.

Yodel Mobile, App Marketing Agency of the Year 2024, has launched The Yodel Growth Loop, a monthly LinkedIn newsletter packed with the latest trends, expert insight and must-know updates from the world of app growth and marketing.

The newsletter, released monthly, is the ideal bite-sized content for app marketing professionals looking to level up their strategies. It includes updates across the Apple and Google ecosystems, along with tips for App Store Optimisation, Paid Media, Retention, and Revenue growth.

What to expect from the Yodel Growth Loop

In the first edition, we covered the evolving ASO landscape, Google Play’s latest updates and the growth strategies that are redefining mobile success in 2025.

Here’s a sneak peek at the insights from the February newsletter:

Apple’s Next Big Play: A dedicated gaming hub for iOS

Apple is levelling up mobile gaming with a brand-new gaming hub for iOS! This all-in-one platform will bring together App Store and Game Centre features, making it easier than ever to discover games, track leaderboards, take on challenges, and possibly even connect with friends via FaceTime and iMessage. While the launch date is still a mystery, one thing’s for sure – mobile gaming on iOS is about to get a serious upgrade! 

Read the rest of February’s insights here.

The inspiration behind the Yodel Growth Loop

Source: Yodel Mobile

What better way to pay tribute to our growth frameworks than by naming LinkedIn Newsletter series the Yodel Growth Loop? At the core of Yodel Mobile’s approach is our Infinite App Growth Loop, a dynamic framework designed to optimise every stage of a user journey, from acquisition and engagement to retention and advocacy. Unlike linear strategies, this loop ensures that every touchpoint feeds into the next, creating a cycle of continuous growth and refinement.

The Loop was brought to life through our work with B&Q, the UK’s largest home improvement and DIY retailer. By leveraging data-driven ASO strategies, SEO synergies, and seasonality-based optimisation, Yodel Mobile transformed their app presence, increasing the user base by 548% and boosting app revenue by 190%. Through ongoing iteration and strategic experimentation, we achieved sustainable growth, with the B&Q app now delivering the lowest ROAS across their marketing channels. Read the full case study here.

Subscribe to the Yodel Growth Loop LinkedIn newsletter today to receive your monthly app marketing insights.

The post Welcome to the first edition of The Yodel Growth Loop appeared first on Business of Apps.

MobileAction, a leader in App Store Optimization (ASO), app growth and mobile user acquisition, has unveiled its latest innovation with the release of its new ASO Intelligence tool — an advanced solution designed to make high-quality ASO insights accessible to all marketers and developers. With a flexible pricing model, the tool empowers indie developers, scaling startups, and enterprise publishers alike to maximize their organic visibility and optimize Apple Search Ads (ASA) strategies.

Launching on 19th February 2025, the ASO Intelligence tool introduces two new ASO plans, with additional offerings in development to further level the playing field for app marketers and developers. This marks a significant step in MobileAction’s ongoing mission to streamline the user acquisition process and integrate ASO with paid search strategies.

Breaking down barriers in ASO and user acquisition

Yekta Ozcomert, COO of MobileAction, emphasizes the company’s focus on creating a unified growth ecosystem for app marketers:

“We’re reevaluating how to streamline the entire user acquisition process. Our mission is to create a holistic platform that blends ASO data, paid user acquisition, automation, and intelligence in a way that’s easy for everyone.”

By merging ASO insights, paid user acquisition, automation, and intelligence, MobileAction’s new tool ensures marketers and developers can optimize their strategies with real-time data and in-depth analytics. The company has also teased additional ASO and ASA features on the horizon, solidifying its position as an industry leader.

Ozcomert continues:

“Organic and paid search are two sides of the same coin. We’re breaking down any silos that exist between these channels, helping app marketers get maximum returns on their marketing and product optimization efforts. High-quality ASO data should be accessible to everyone, not just companies with big budgets. We want to support starters or scaling companies in addition to maintaining our enterprise services.”

Flexible pricing plans to meet every need

To ensure accessibility for all, MobileAction is introducing affordable pricing plans for its new ASO Intelligence tool:

• Basic: Starting at $69/month, ideal for newcomers to ASO
• Pro: Priced at $239/month, tailored for growing teams looking to scale
• Enterprise: Custom pricing for comprehensive tools suited for large organizations

Alongside these plans, the ASO Intelligence tool features an upgraded user interface, offering a full ASO overview, advanced keyword tracking, localization insights, and a detailed app update timeline, making it easier than ever for marketers and developers alike to optimize their app growth strategies.

Looking ahead

Ozcomert reiterates MobileAction’s vision for a more inclusive ASO landscape:

“These plans are all about democratizing ASO — giving everyone from indie developers to large-scale publishers the organic search insights and tools they need to stay competitive. Our new ASO Intelligence module is designed not just for today’s giants but for tomorrow’s visionaries.

“We are eager to assist all our clients, both new and established, in achieving their app growth objectives. We value the opportunity to collaborate with them and celebrate their accomplishments. And that’s just the beginning: we’re also preparing more ASO and Apple Search Ads offerings, enabling app marketers to amplify paid search alongside organic discoverability in a unified platform.”

To facilitate a smooth transition for their freemium users, MobileAction invites all app developers and marketers, from seasoned ASO experts to indie studios, to explore the new ASO plans. Start your 7-day free trial today and use the “BOA30” promo code to take advantage of an exclusive discount on your first transaction starting today and begin your journey towards dominating the app stores.

With this launch, MobileAction continues to push the boundaries of app growth, App Store Optimization, and Apple Search Ads, ensuring that marketers and developers have the insights, automation, and support needed to thrive in an increasingly competitive mobile landscape.

More information on MobileAction’s new ASO Intelligence tool can be found here.

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In today’s fast-moving app industry, data is the foundation of every successful app. Understanding user behavior, tracking performance, and optimizing marketing efforts are no longer optional — they are essential for growth. With millions of apps competing for user attention, businesses must leverage the right analytics tools to make informed decisions, enhance user experiences, and maximize revenue.

At the same time, the app analytics space is more complex than ever. With so many platforms, solutions, and tools available, navigating the ecosystem can be overwhelming. Finding the right analytics partner requires cutting through the noise to identify solutions that provide accurate, actionable insights for app optimization.

To help app businesses make sense of this evolving landscape, we have curated the App Analytics Ecosystem 2025 Market Map. This resource highlights the top platforms across key analytics categories, including:

User Analytics – Track user behavior and engagement to refine experiences
Product Analytics – Gain insights into feature performance and user flows
Revenue Analytics – Optimize in-app purchases and subscription models
App Store Analytics – Improve ASO strategies for better visibility
Mobile Measurement Partners (MMPs) – Understand attribution and ad campaign performance
App Performance Monitoring – Ensure a seamless, crash-free experience

With the right analytics partner, businesses can turn data into powerful insights that drive growth and maintain a competitive edge.

The post Introducing the App Analytics Ecosystem 2025 Market Map appeared first on Business of Apps.

App Promotion Summit London is back on April 24th, bringing together the biggest experts in app growth, AI-driven marketing, user acquisition, retention, and revenue scaling. This is your chance to learn from industry leaders, explore the latest strategies, and connect with top professionals shaping the app economy.

What’s new in 2025?

This year, APS London is bigger than ever, featuring:

7 content stages – covering every key aspect of app growth
70+ speakers – insights from top growth, marketing, and product experts
30+ sessions – including deep-dive workshops, interactive discussions, and case studies
NEW Verticals Zone – tailored insights for different app industry segments

Key agenda highlights

Here’s a sneak peek at some must-attend sessions:

Lessons Learned Growing an App Unicorn – Dmitry Gurski, CEO and Co-Founder at Flo
Organic User Growth with Referral Programs and Word of Mouth – Asya Kuznetsova, Senior Product Manager at Wise 
Paywall Optimization Reimagined: A Case Study – Tigran Mkrtchyan, Head of Digital Marketing at CoinStats
Scale Smart: ASA Automation Framework You Need for Global Growth – Ritwik Arya, App Marketing Manager at Trainline 
Lessons Learned Launching and Growing App Products – Jess Parkijavan, Product Manager at The Premier League
Accelerating Growth Through Marketing Partnerships – Mykhailo Kudla, Global Head of Marketing Partnerships at Bolt 
Scaling Smarter: How Innovation Fuels Long-Term App Success – Sherina Khalidi, VP of Performance Marketing at Deezer

Meet the expert speakers

APS London will feature some of the world’s top app growth and product leaders, including:

Giulia Saletto, Head of Performance Marketing and Growth at Tide
Steve Toy, CEO at Memrise
Tom Benn, Head of Customer Acquisition at Naked Wines
Barbara Schädel, Mobile App Lead Product Manager at The Very Group
Yagiz Ozyurek, UA Team Lead at Product Madness
Eugene Kuznetsov, Product Lead at Holland & Barrett
Alexa Coleridge Cole, Senior Product Marketing Manager at Xero
Lucy Rosier, Mobile App Growth Manager at BBC Studios
Irina Ashkenazy, Head of Growth Marketing at Sweatcoin
Georgina Andrews, Growth Marketing Lead at Kuda
Angele Lenglemetz, Senior Product Manager at Cleo AI
Anton Volovyk, Co-CEO at Reface

APS London is the place to gain cutting-edge insights, learn how to scale apps, embed AI in your marketing strategy, and maximize revenue growth. With practical case studies, expert-led discussions, and exclusive networking opportunities, this is the must-attend event for app marketers, product managers, and growth strategists.

Don’t miss out, save your spot today.

The post The APS London 2025 agenda is live: What to expect? appeared first on Business of Apps.

Nathan Hudson, CEO of Perceptycs and App Marketer of the Year 2024, alongside Andrew Davies, CMO at Paddle, will break down Web-to-App strategies and dive deep into the ins and outs of how they can help apps grow, reduce costs, and expand into new markets.

Whether you’re just starting out or already generating millions in revenue, these events are designed to help apps at every stage:

What to expect:

• Real-world case studies and successful Web-to-App strategies
• Actionable insights to improve conversion rates and ROAS
• Practical tools to test, measure, and optimize your Web-to-App funnel

The series will dive deep into the business case for Web-to-App, sharing proven playbooks and tools that top app-first companies use to drive revenue through the web.

The first session in the series will take place on Thursday, February 13th. If you don’t want to miss this opportunity to future-proof your app growth strategy, save your spot here.

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A new report from Jampp, in collaboration with Apptopia and M&C Saatchi Performance, highlights the power of creative ad strategies in maximizing return on investment (ROI) for shopping apps. The guide, “Profit by Design (Shopping Edition)”, explores how high-performing ad creatives drive higher engagement, conversions, and long-term growth.

The study emphasizes that compelling ad designs — incorporating the right formats, messaging, and interactive elements — are key to converting impressions into meaningful user actions. With multiple touchpoints in a user’s journey, a strong creative strategy can make or break the decision to install and engage with a shopping app.

Key insights from the report:

• Key regional insights into the state of shopping apps in 2024
• Emerging ad formats and features to test in 2025
• DOs and DON’Ts for optimizing creative performance
• Complementary growth strategies for sustained app success
• Expert contributions from Fetch, Magazine Luiza, and OTTO

With real-world examples and actionable insights, this guide equips marketers with proven tactics to expand their user base and increase sales through optimized ad creatives.

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Join us in London on April 24th for a day of learning, networking, and growth.

As we gear up for what promises to be a year of strong growth and momentum for the app industry, we can’t wait to welcome you to App Promotion Summit London on April 24th. This will be our biggest-ever event with 800+ attendees and a plethora of ways to learn how to grow and scale apps and make authentic connections.

What’s more, we’ve already had registrations from leading apps including Strava, The Telegraph, Monzo, King, Babbel, Decathlon, and American Express.

This year, we’re also expanding our content stages. On top of our main stage, three specialist workshop zones, and a roundtable room, we’ve added ‘The Verticals Zone’ hosting industry-specific discussions and an ‘App Talks’ stage featuring exclusive interviews.

Keynote speakers will include CEOs, CMOs, and industry leaders from top app brands like Flo, The Premier League, Bolt, Wise, Xero, and the BBC.

Plus, our Marketplace is bigger than ever, connecting you with leading app platforms and agencies. And to make networking seamless, we’ve launched a dedicated App Promotion Summit event app to help you find and connect with the right people.

APS London 2025 is shaping up to be an unmissable event. Register today to save your spot.

The post App Promotion Summit London 2025: Here’s what’s new appeared first on Business of Apps.

TikTok has reclaimed its crown as the world’s most downloaded app, dethroning Instagram, which briefly stole the top spot in 2023.

It was a two horse race for most of the year, with TikTok ending on 773 million downloads and Instagram on 759 million, according to data provided by Appfigures and AppMagic. Both apps had higher total downloads in 2024 than 2023.

Most popular apps on iOS and Google Play stores 2024 (mm)

Sources: Appfigures, AppMagic

Instagram relies heavily on India for its downloads, the country was responsible for about 40 percent of total downloads in 2024. TikTok is banned in India, so cannot sap that large userbase. China, Indonesia, the United States and Pakistan were all responsible for over 10 percent of TikTok’s downloads in 2024.

The looming TikTok ban in the United States did not scare away new users, with downloads increasing by 13.5 percent on the previous year.

Facebook and WhatsApp, the two other social apps from Meta Platforms, rounded out the top four, with 571 million and 527 million downloads, respectively.

Other impressive climbers include Temu, which increased its downloads by 164 million in 2024. Temu has also faced criticism from the US, which is responsible for 14 percent of all Temu downloads in 2024, due to it avoiding import taxes by shipping in volumes under $800. This law has been amended by the US government, a direct response to Temu and Shein.

Instagram Threads also hit the top 10 on its first year with 322 million downloads. India, the United States and Brazil downloaded Threads the most in 2024.

ChatGPT barely missed out on the top 10, but was a top three downloaded app in the Germany, France and Italy.

In the games market, Roblox was the most installed mobile game in 2024, knocking Subway Surfers off the first spot, which it has held for over four years. Block Blast by Hungry Studio was the standout performer in 2024, and was top of the charts in the United States and United Kingdom.

The post TikTok reclaims title of most downloaded app of the year appeared first on Business of Apps.

App Promotion Summit is where the brightest app marketers and product experts come together to share the latest app growth strategies and tactics. This is your chance to join industry leaders from brands like Flo, Spotify, WeWard, DoorDash, CNN, AppsFlyer, Reddit, and the Premier League on stage.

We’re hosting events in London (April 24th), New York City (September 18th), and Berlin (November 27th) — and we’re looking for exceptional speakers from across the app ecosystem.

Whether you’re in eCommerce, travel, finance, health and fitness, user acquisition, or CRM, we want to hear your story. Our agenda includes a variety of ways to get involved, from main-stage talks to workshops, panels, and roundtable discussions.

This year’s key themes:

• AI in app marketing
• World-class retention
• User acquisition 2.0
• Channel diversification
• Product excellence
• Revenue growth

By sharing your expertise, you’ll elevate your personal brand, grow your professional network, and inspire the app growth community. Plus, you’ll leave with professional photos and videos of your stage presence.

Got an idea for a talk or workshop? Want to join a panel or lead a roundtable discussion? Fill out a speaker form or email Emily at emily@apppromotionsummit.com to get involved.

The post Are you ready to be the next app growth superstar? appeared first on Business of Apps.

The Finance App Market Map 2025 is now live and available to download. This infographic breaks down the finance app industry into its many subcategories and identifies the key players in each of these subcategories, providing a holistic overview of the sector.

The finance app market has been one of the areas that has seen the most app-focused activity from both incumbents and new startups. This has come in the form of near-field communication (NFC) and peer-to-peer payments, digital currency, mobile banking, zero commission stock trading and loans, and customizable and temporary insurance options.

These apps have been widely adopted, with over 2.5 billion people accessing finance apps every day, according to our Finance App Report. Trillions of dollars is processed everyday through apps, and the neobanks that at first were used for budgeting and everyday spend have become primary accounts for millions in the US and UK.

Governments and international corporations have pushed new standards, such as NFC, UPI in India, and PicPay in Brazil, with the intent of breaking down the barriers of access and giving more citizens a chance to use financial services.

The finance app sector has many subsectors, and some apps overlap in function by providing banking, payments, investments and other add-on services. In this market map, we have attempted to break down the sector into its distinct subcategories, and assign the key finance apps into their most prominent category.

Banking: Mobile-first banking services brought us out of the dark ages, with apps like Chime, SoFi and Current in the United States and Revolut, Monzo and N26 in Europe pushing forward data-driven features aimed at teenagers and young adults. Tide and Starling Bank have made these budgeting and mobile-first features available to business customers as well.

Budgeting: For the money conscious, there are several apps that prioritise keeping finances in the green through insights and restrictive actions. Cleo, Empower and Klover focus on providing cash a few days before payday providing additional flexibility with paying bills, while Splitwise and Finanzguru help users track bills and spending in a more efficient manner.

Saving: Putting aside a set amount each month can be difficult, but apps like Rocket Money, Albert and Monarch prioritize saving with helpful insights. Apps like Acorns and Plum automate the process of saving, by rounding up every payment made and putting the change into a savings account.

Payments: Sending payments to other people used to be a difficult process – especially in the United States – but apps like Venmo, Cash App and Zelle simplified the process by making it as easy as knowing the other person’s email or phone number. PayPal, Wise and Remitly offer cheap ways to send payments internationally, reducing the cost significantly compared to regular banks.

Buy Now, Pay Later: Klarna, Afterpay and Affirm have pushed forward a new form of credit that requires fewer checks than typical loan services, while also reducing the interest to zero percent in most cases. These buy now, pay later apps also have multiple ways to pay off the loan, providing further flexibility to the customer.

Investments: Robinhood started a tidal wave of interest in investing with its zero percent commission stock trading app, which made it much cheaper for retail investors to own and trade individual stocks. Apps like MoneyBox and Nutmeg offer much lower fees than typical brokerages through the use of robo-funds, which automate the management process of a fund.

Crypto: Binance, Coinbase and Kraken facilitate the trading of crypto altcoins on dedicated marketplaces with thousands of available coins and secure payment processing, while apps like Trust and Zengo offer a secure wallet to store and trade these coins.

Insurance: Insurers such as Lemonade, Root and Cuvva use the power of data to improve the insurance options available to customers, by offering personalized plans that can be more cost effective. These providers remove a lot of the red tape and hidden fees that plague the industry.

Credit Score: Managing your credit score use to be a difficult process, but apps such as Credit Karma, Kikoff and ClearScore have made the experience a lot clearer with actionable insights to improve scores.

Cashback: Apps such as Shopback, Fetch and PAYBACK enable users to get cashback, coupons and vouchers for shopping at retailers, while PayPal Honey searches the web for coupons available before an item is purchased.

Accounting and Tax: Getting tax affairs in order can be quite a hassle, but there are several vendors including TurboTax, TaxFix and TaxScouts that simplify this process. QuickBooks and Xero offer more holistic accountancy software on mobile.

That’s a wrap on our Finance App Market Map 2025. You can download the map as a PDF, which includes a landscape version for slides and presentations.

The post The Finance App Market 2025 Landscape appeared first on Business of Apps.

Intellifluence, one of the world’s largest warm contact influencer networks, is now home to over 250,000 influencers. Of those influencers, over 23,000 own or manage blogs, offering brands the ability to run social media and content marketing campaigns simultaneously.

Since 2016, Intellifluence has enabled over 36,000 brands to collaborate with influencers and bloggers all over the world and has introduced proprietary features such as Herd Worth, which estimates the dollar value of an creator’s entire audience.

This post was first published on intellifluence.com.

“One of the main things that sets us apart is the value we provide to both brands and influencers,” Andrew Evans, Head of Client Services, explained. “Influencers can join our network for free and we don’t take any percentage of their earnings, which can explain a lot of the growth we have enjoyed over the last decade.”

Evans also highlighted the added value brands enjoy as the network continues to grow at a steady rate: “As real, high-quality influencers and bloggers continue to join our platform, our brands will have an even easier time discovering the perfect candidates for broad or niche marketing initiatives.”

Intellifluence offers influencers the ability to earn money for referring friends and family by using their unique referral share links located within their profiles.

Influencer and podcast host Laura Pence Atencio lauded the network and opportunities provided: “I’ve created so many “extra paydays” for myself using Intellifluence, that I’ve lost count!”

The post Intellifluence surpasses 250,000 influencer milestone appeared first on Business of Apps.

The App Revenue Ecosystem 2025 Market Map is designed to help app developers, marketers, and businesses navigate the dynamic world of app revenue and monetization.

Global app revenue has seen significant growth in recent months, with user spend across iOS and Google Play reaching $38 billion in Q3 2024 — an increase of nearly $2 billion from the previous record in Q2 2024, according to Sensor Tower.

At the same time, the ecosystem of platforms and services driving this growth is becoming increasingly sophisticated. With countless solutions available, finding the right tools and partners to navigate the complexities of monetization and revenue growth remains a significant challenge for app businesses.

This is where the App Revenue Ecosystem 2025 Market Map comes in. From revenue management and app funding to ad mediation and ad platforms/SDKs, this map offers a comprehensive overview of the app revenue landscape. The App Revenue Ecosystem map empowers marketers, developers, and businesses to find their ideal revenue and monetization partner, helping them drive app growth at scale in an increasingly competitive market.

• Revenue management (subscriptions and in-app purchases)
• Ad mediation
• Ad platforms/SDKs
• Rewarded
• Data monetization
• eCommerce monetization
• App funding

The App Revenue Ecosystem 2025 Market Map is the ultimate guide for navigating the intricate landscape of app monetization solutions.

Download the map as a PDF or PNG, including a landscape version for use in slides and presentations, and explore the key players driving innovation and change in the app revenue ecosystem.

The post The App Revenue Ecosystem 2025 Market Map is live appeared first on Business of Apps.

The countdown is on for App Promotion Summit London 2025. Launch tickets for the premier app growth event will close this Friday, January 17th. This is your chance to become part of the event that will help you learn how to grow and scale apps.

APS London 2025 will make a dynamic return to the Brewery on Thursday, April 24th. Set to welcome over 800 attendees, this year’s summit will feature 70+ industry experts across seven stages and offer a full day of actionable insights, industry-leading content, and unparalleled networking opportunities.

Attendees can save up to £1,000 by securing their spot before the January 17th deadline.

Partnership opportunities are also available, providing a platform for connecting with decision-makers from the world’s leading apps. Businesses can choose to reserve a spot in the exhibition area or contribute to the event’s agenda.

To secure your launch ticket, visit the official APS London 2025 website.

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Beyond Borders: Mobile Gaming Insights for Global Growth, a new interactive report by Moloco, reveals that mobile gaming app marketers tend to overfocus on large and well-established markets. By investing in a limited number of countries, marketers may be missing out on hidden opportunities in non-traditional markets, the report suggests.

Drawing on insights from thousands of mobile gaming apps, the report reveals where high-value users are located, how paid acquisition strategies can drive growth, and how opportunities shift across genres and operating systems.

Key findings include:

• 71% of mobile gaming app marketing spend is concentrated in just 10 countries, with the US alone accounting for 40%. The UK comes in second with 6% of the total spend, followed by Germany at 5%, and Japan at 4%.
• High-value users can be found across all markets and genres, with the top 10% of paying players contributing 70-85% of total in-app purchase revenue in each country.
• Paid acquisition strategies are key to finding these high-value users by understanding the dynamics between marketing costs, user value, and total revenue opportunity.
• Mobile gaming app marketers in China are leading the way in diversifying global marketing spend and growth.

Tom Shadbolt, Senior Insights Manager at Moloco, said:

“This research intends to inspire marketers to think outside of their comfort zone. The hyperconcentration of advertising spend in a few countries creates a huge opportunity to uncover high-value users in new global markets that can be unlocked through targeted user acquisition strategies. Perhaps there is some bias that is creating a self-fulfilling prophecy as marketers focus their spend too narrowly. The key learning from this research is that marketers may be missing out on opportunities to capture users of value and that constant experimentation of new audiences is essential as global markets evolve.”

Methodology:

For this research study, Moloco’s data scientists used performance data from thousands of mobile gaming apps, focusing on those that monetize primarily through in-app purchases (IAPs). Data was collected from 195 countries, and more than 4,000 gaming apps across key mobile gaming genres were analyzed. Data from data.ai, a Sensor Tower company, was also utilized.

To access and download the full report, visit Beyond Borders: Mobile Gaming Insights for Global Growth.

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MobileAction has announced a significant expansion of its Apple Search Ads ecosystem, integrating Skai‘s (formerly Kenshoo) Apple Search Ads business into its platform. The partnership positions MobileAction as a premier Apple Search Ads partner, offering app developers and marketers a comprehensive suite of tools and support for user acquisition and growth.

This strategic expansion enhances MobileAction’s capabilities, enabling it to deliver deeper insights and more robust solutions tailored to the needs of the app marketing industry. By incorporating Skai’s expertise and customer success team, MobileAction aims to provide unparalleled value across the entire lifecycle of Apple Search Ads campaigns.

Strengthening the MobileAction ecosystem

Aykut Karaalioglu, founder and CEO of MobileAction, said about the partnership:

“We’re thrilled to welcome Skai’s Apple Search Ads clients and customer success team to the MobileAction family. We offer a comprehensive ecosystem for app developers and marketers to achieve their goals – no matter where they are in their journey. This strategic partnership expands our Apple Search Ads business significantly. It cements our standing as the largest Apple Search Ads partner, empowering us to deliver even more innovative solutions and drive tangible growth for our customers.”

Skai’s existing client base, which includes leading global brands, will gain access to MobileAction’s advanced tools, insights, and experienced team of app marketing professionals. With this enhanced support network, MobileAction is well-positioned to help clients optimize and scale their Apple Search Ads campaigns.

A Commitment to innovation and growth

Yekta Ozcomert, co-founder and COO of MobileAction, commented:

“The driving force behind this acquisition is to bring more value to app marketers and developers looking to fully capitalize on the power of Apple Search Ads. We’re committed to providing round-the-clock support, seamless onboarding, and continued innovation. Our combined expertise will undoubtedly transform the experience for our expanded client base and deliver better, faster results in the ever-evolving app marketing space.”

The integration of Skai’s Apple Search Ads business underscores MobileAction’s commitment to setting new benchmarks for the industry. As the team focuses on delivering exceptional outcomes, customers can expect enhanced tools, richer insights, and unmatched support to navigate the competitive landscape of app marketing.

For more details, visit the MobileAction blog.

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Going into 2025, the app industry is on the cusp of a new wave of sustained progress.

At APS London on 24th April, we will be exploring the key trends driving app growth in 2025 with a range of talks, workshops, panels and roundtables (with plenty to get your teeth into).

Are you ready for the new app growth frontier?

Embedding AI in App Marketing – take your AI workflows to the next level and learn to apply AI across the app growth funnel

World Class Retention – understand the latest onboarding, activation, user journey and engagement tactics and strategies

User Acquisition 2.0 – Adopt privacy-centric strategies by leveraging first-party data and optimising for accurate attribution with the use of AdAttributionKit and Privacy Sandbox.

Channel Diversification – tap into the power of CTV, Web2App, OEM, OOH and retail media to maximise exposure and engage diverse app audiences

Product Excellence – creating an exceptional product experience including a seamless user journey, intuitive design and the use of user feedback, prioritising UX and user satisfaction.

Revenue Growth – optimize subscriptions and paywalls with the best pricing models, methods to reduce churn, and approaches to maximise LTV

Learn from app growth experts

We are excited to share that we have speakers confirmed from The Premier League, Wise, Memrise, Sweatcoin, Cleo AI, Trainline and Holland & Barrett.

In addition our keynote 2025 speaker Dmitry Gurski, CEO of Flo the 73m MAU will be sharing his lessons learned and insights on the main stage.

Partnership opportunities at APS London 2025

Do you want to connect with decision makers from the world’s leading apps in an environment that leads to authentic relationships? Get in touch to reserve your spot in our exhibition area or contribute to the agenda.

Launch tickets

We’re really looking forward to seeing you. Heads up, launch tickets end on 17th January 2025.

The post Explore app growth trends for 2025 appeared first on Business of Apps.

Data from the Influence of Music report underscores music’s significant impact on mobile app performance. According to Feed.fm’s new report, 76% of users are more likely to download an app if they can choose the music they hear.

76% of users are more likely to download an app if it allows them to choose the music they listen to, highlighting the importance of personalization in today’s competitive app market.

What’s more, 64% spend more time in apps that feature their favorite tracks. These findings highlight the growing importance of personalized music experiences in boosting user satisfaction and driving app engagement and retention.

When 64% of users spend more time in apps featuring their favorite music, it becomes evident that functionality alone isn’t enough — users value the overall experience.

The report draws on a comprehensive survey of US mobile app users aged 18-55, spanning industries like fitness, gaming, and entertainment. It further reveals that apps offering recognizable, popular music gain a competitive edge, with nearly 65% of users preferring apps with well-known songs over those with generic soundtracks.

Beyond user acquisition, music also enhances emotional well-being. Whether it’s boosting motivation during workouts or making the overall experience more enjoyable, the right music elevates users’ interactions with the app. In fact, 73% of respondents report that music improves their emotional state. In other words, adding music to an app is no longer a nice-to-have — it’s essential.

Customizable music options, such as letting users select genres or tracks, not only create deeper emotional connections with users but also help apps stand out in a crowded mobile marketplace. For app marketers and developers alike, these insights offer actionable strategies to boost session lengths, downloads, and retention.

To explore Feed.fm’s Influence of Music report in greater detail and access recommendations tailored for fitness, gaming, and entertainment apps, download the report here.

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The Health & Fitness App Market Map 2024 is now live and available to download. This infographic categorizes the health and fitness app sector into distinct subsectors and identifies the key players in each subsector.

With over 600 million users and $4.4 billion revenue, the health and fitness app sector is a popular category with lots of room for growth. While it has seen a slight downturn since the pandemic, many of the health and fitness habits picked up during that time have remained a part of people’s lives.

Quite a lot of the key apps in this sector are still startups and independent, such as Strava, AllTrails, Flo and Oura. It is also a low-cost app sector, as indicated by development houses such as Leap Fitness and Enerjoy operating several dozen popular health and fitness apps.

At the same time, plenty of users are accessing single feature apps instead of using a platform to track everything, as shown by the popularity of apps like MySwimPro, Yazio, and Sleep Cycle. This makes potential consolidation of the market into a few platform apps unlikely, as users are looking for targeted services.

The sector can be broken down into three main pillars: health, fitness and wellness. It can then be broken down further, for example fitness into activity tracking and workouts, health into calorie counters and fasting, and wellness into meditation and sleeping.

• Platforms: All-in-one tools like Apple Health, Google Fit, and Samsung Health track metrics via connected devices. Apps like Fitbit and Oura integrate with wearables for more targeted insights.
• Activity Tracking: Apps such as Strava, AllTrails, and Nike Run Club foster fitness through tracking and social engagement. Personalized training plans are offered by Apple Fitness+, Coopah, and MySwimPro. Reward-based exercise apps like Sweatcoin and WeWard sustain motivation.
• Health and Weight: Apps like MyFitnessPal, Lose It!, and Yazio help track calories, while guided programs like Noom, WeightWatchers, and BetterMe combine check-ins and fitness routines.
• Fasting: Apps like Fastic and Zero support intermittent fasting by tracking schedules and rewarding consistency.
• Workout and Gym: Home workout apps like 8fit, FitOn, and JustFit offer plans without equipment. Muscle Booster, Gymverse, and Fitbod provide gym-based routines.
• Women’s Health: Tools like Flo and Clue focus on period and pregnancy tracking. Apps such as Nanit and Wonder Weeks provide insights for baby care.
• Meditation: Wellness leaders Calm and Headspace offer guided meditations, music, and sleep aids to reduce stress and improve well-being.
• Sleeping: Apps like Sleep Cycle and ShutEye analyze sleep patterns and offer strategies to improve sleep quality.
• Self-Care and Habits: Self-care apps include Finch, Fabulous, and Me+ for habit planning, while Mental combines fitness and therapy for holistic wellness.

To download the Health & Fitness App Market Map 2024 as a PDF check out the link.

The post The Health and Fitness App Market Landscape appeared first on Business of Apps.

At Business of Apps, we are proud to unveil App Leaders 2024 — our annual spotlight on the individuals driving growth, innovation, and transformation in the app industry. These trailblazers consistently push the boundaries of what’s possible, from advancing ASO and user acquisition to redefining engagement and retention strategies.

This year’s App Leaders include a diverse range of professionals: from the C-suite executives of some of the world’s leading brands, apps, and service providers, to directors spearheading motivated teams, all the way to consultants, marketers, and developers solving the app industry’s toughest challenges.

In 2024, we featured a total of 44 exceptional individuals. Today, we take a moment to look back and celebrate their outstanding achievements and the impact they’ve made on the ever-evolving app landscape.

The 2024 App Leaders

• Günay Aliyeva, Co-Founder at Gamelight
• Ryan Angerami, Head of App Dev at Reddit
• Sue Azari, eCom Industry Lead at AppsFlyer
• Yves Benchimol, CEO & Co-Founder at WeWard
• Melissa Bohlsen, CMO at AVOW
• David Brown, Founder & CEO at Grohaus
• Jenniffer Camacho, Mobile Product Lead at Nespresso
• Phil Carter, Founder & CEO at Elemental Growth
• Megan Dean, Strategic Growth Director at Yodel Mobile
• Elizabeth Devine, App Growth Consultant at AppTweak
• Stacy Earl, Head of Marketing and Retention at KashKick
• Florian Elmies, Co-Founder at Gamelight
• Eric Futoran, CEO & Co-Founder at Embrace
• Jessica Gotti, Head of Performance Marketing at Paired
• Thomas le Hardy, VP Marketing & Growth at Tonsser
• Rodolphe Helderwerdt, Head of Marketing at Tandem
• Evelin Herrera, Head of Growth at Appvertiser
• Alejandro Hernandez, CRM Manager, Engagement & Loyalty at Babbel
• Janie Ho, Former Deputy Editor, Growth & Audience Development at New York Daily News
• Ioana Iordache, Head of Retention at Blacklane
• Ben Jeger, VP EMEA at Moloco
• Anastasiia Karlova, Head of Marketing at PlantIn
• Sherina Khalidi, VP Performance Marketing at Deezer
• Kevin Kinnison, Client Partner Lead at Adjust
• Taras Kiseliuk, CEO at ClickDealer
• Frederik Lanwer, Head of Customer Success, Europe at Adjust
• Tobias Lüder, Head of CRM at Delivery Hero
• Diogo Martins, Senior Manager, User Acquisition at DraftKings
• Steve Massaro, VP of Partnerships Headlight
• Mark Menery, VP, Global Head of Sales at Dataseat (Now Part of Verve)
• Talha Mumtaz, Growth Manager at Phiture
• Lomit Patel, Chief Marketing and Growth Officer at Tynker
• Vijay Ram, Head of Technology at ASOS
• Shamanth Rao, CEO at RocketShip HQ
• Saif Rasheed, Fractional Head of Growth at By Rotation
• Jeremiah Runser, Head of Marketing at Sandboxx
• Paul Sakhatskyi, Head of Product Marketing at Readdle
• Nicoline Strøm-Jensen, Head of Program Management at Adjust
• Jeff Sue, General Manager of Americas at Mintegral
• Ariel Sultan, Product Marketing Manager at Adobe
• Yaron Tomchin, CEO at Mobupps
• Steven C. Toy, CEO at Memrise
• Vitaliy Urban, CEO at Moonly
• Asaf Yanai, CEO at Alison.ai

As we close this year, we’re already looking ahead to 2025 — eager to discover and feature the next wave of innovators and leaders who will shape the future of the app industry.

The post App Leaders 2024: Celebrating innovation and excellence in the app industry appeared first on Business of Apps.

Discover why Telegram ads, PropellerAds’ new advertising format, is a revolutionary traffic source you should leverage in your campaigns right now.

PropellerAds has announced the launch of a new advertising format: Telegram Ads for Mini Apps. This innovation offers affiliates a fresh opportunity to tap into Telegram’s rapidly growing audience. This isn’t the usual run-of-the-mill traffic source; it’s a game-changing goldmine that enables affiliates to enjoy quality engagement and higher conversions from Telegram Mini Apps, which have become popular among users recently.

Telegram ads from PropellerAds: why is it the real deal?

Telegram Mini Apps represent a unique traffic source—one that combines affordability, high engagement, and scalability.

Unlike traditional traffic sources, which are often crowded and capital-intensive, this new format allows affiliates to connect with over 500 million users interacting with mini apps for various purposes, such as making transactions, shopping, gaming, and much more, every month.

PropellerAds found a way to let marketers seamlessly integrate their sponsored content into Mini Apps, displaying their offers to super-engaged users in a manner that motivates them to take action.

PropellerAds sponsored content integration into mini apps

Source: PropellerAds

While traditional Telegram ads (those offered by the messenger itself) as well as platforms like Google Ads Library and Meta are saturated and expensive, this new traffic source is fresh, cost-efficient, and laser-focused on engagement. It feels like leaving an overcrowded highway for a traffic-free express lane.

Here are a few reasons why PropellerAd’s new ad format is a game-changer:

• High Engagement: With Click-Through Rates (CTR) of 10-30% and Conversion Rates (CR) of 10-20%, Telegram Ads significantly outperform traditional display ads.
• Affordable Costs: The Cost Per Click (CPC) is as low as $0.06, offering incredible value for money.
• Diverse Niches: It’s perfect for different verticals, including gaming, health, finance, crypto, etc.

For affiliates looking to take their marketing campaigns to newer heights, here’s how to get started:

• Navigate to the PropellerAds website and start a Telegram Ads campaign

A quick tip: Keep the creatives native. Use clean visuals and snappy copy that blends into the platform’s minimalist vibe. Alternatively, you can rely on the platform’s ML-generated ones! 

• Nail your targeting: PropellerAds offers advanced targeting options to ensure your ads hit the right spot. You can target your audience based on platform, OS, browser, browser language, connection type, and more. Plus, zone white and black listings are available!
• Scale like a pro: After cracking Telegram Ads’ code, gradually increase your budget, test new offers, and watch conversions skyrocket.

Indeed, Telegram Ads in Mini Apps are fresh, powerful, and packed with potential for anyone ready to learn and leverage them.

Regardless of what vertical or sector you’re working with, Telegram Mini Apps traffic is your ticket to success.

Launch your campaigns with PropellerAds and embrace the best traffic revolution.

The post PropellerAds introduces Telegram Ads – a new ad format for affiliates appeared first on Business of Apps.

The App Engagement & Retention 2024 Market Map is now live. This comprehensive resource is designed to help app professionals and businesses alike navigate the dynamic and competitive world of app engagement and retention. As mobile apps become an integral part of everyday life, ensuring long-term user loyalty and maximizing user lifetime value (LTV) are essential for sustained success.

From engagement platforms and analytics tools to messaging, re-engagement, and leading agencies, this map is your go-to resource for creating meaningful connections with users and driving engagement and retention in 2025 and beyond.

Discover the ideal partners to elevate your engagement and retention strategies or explore the companies setting new standards in the industry—this map has it all.

The 2024 Market Map highlights every critical category within the app engagement and retention ecosystem, including:

• Engagement Platforms: From onboarding to loyalty, platforms like Airship, Braze, and CleverTap help you deliver personalized, omnichannel experiences that captivate users.
• Messaging: Tools like OneSignal and Sendbird keep your users informed and engaged through push notifications and in-app messaging.
• Re-engagement & Retargeting: Solutions like Adikteev and Remerge reconnect with lapsed users through data-driven campaigns that reignite interest.
• Product Analytics: Platforms like Amplitude and Quantum Metric provide actionable insights into user behavior, feature usage, and app performance.
• Consent Management: Tools like Axeptio and Usercentrics ensure compliance with global privacy regulations while maintaining seamless user experiences.
• User Research & Customer Feedback: Services like Qualaroo and Survicate allow you to gather insights directly from your audience to optimize app performance.
• No-code Development/UI & UX: Tools like Plotline and Stream empower teams to quickly prototype, refine user interfaces, and optimize app features without extensive coding knowledge.
• In-App Analytics: Real-time data platforms like Fullstory and Mixpanel help monitor user behaviors and identify areas for improvement.
• A/B Testing: Tools like Optimizely and SplitMetrics enable experimentation with features, layouts, and messaging for data-backed optimization.
• App Monitoring: Solutions like Embrace and Sentry ensure apps run smoothly by detecting performance bottlenecks and bugs in real time.
• Agencies: Specialists like Phiture and Yodel Mobile offer expert guidance for app growth and strategy, helping businesses scale efficiently.

The App Engagement & Retention 2024 Market Map is the ultimate guide to navigating this complex ecosystem. It empowers app professionals to choose the right tools and partners, ensuring long-term success and growth in a highly competitive environment.

The post Introducing the App Engagement & Retention 2024 Market Map appeared first on Business of Apps.

The highly anticipated App Growth Awards 2024 took place on December 5th, recognizing exceptional achievements and innovation in the global app industry. Held at the Hotel Adlon in Berlin, the event brought together industry leaders, visionaries, and rising stars to celebrate success across various categories.

This year’s awards featured a remarkable line-up of entrants who have all redefined excellence in their respective domains, driving growth, innovation, and creativity in the app ecosystem. An independent panel of judges, including representatives from the likes of Omdia, CCS Insight, Roku, Public, Sixt and more, evaluated over 200 entries to crown the winners.

So, without further ado, here are this year’s winners:

• App Growth Innovation: Purchasely’s Funnel Optimization in No Code
• App Marketer of the Year: Nathan Hudson, Perceptycs
• App Marketing Agency: Yodel Mobile
• App Marketing Platform: Appier
• App Store Marketing Campaign: ConsultMyApp & Macy’s
• Education App Campaign: Achieving High-Impact User Growth in Core Markets – Babbel & Thing02
• Entertainment App Campaign: HubX & UGC Ninja – Becoming Number 1 on TikTok
• Fastest Growing App: Localboss
• Finance App Campaign: AdQuantum’s Transformative Impact on GoMining
• Growth Team of the Year: Zigzag Puppy Coach
• Health & Fitness App Campaign: DocMorris’ Fully Digitalised Redemption Process
• Mobile Games Campaign: WeWard – Global Walk Cup 2024
• Retention Campaign: Kuda
• Revenue Optimization Campaign: Crea & madduck
• Social & Influencer Campaign: Ramped – Unlocking Growth in Hard-to-Reach Markets
• UA Manager of the Year: David Vargas, SplitMetrics
• User Acquisition Campaign: Tappx & Cooltra – Unlocking Success with Media Buying
• Outstanding Contribution: Moritz Daan

Big thanks to all of the entrants, finalists, judges, and winners. As always, the calibre and range of entries this year was amazing and every single entry deserves praise for their achievements over the past twelve months.

As we celebrate this year’s successes, we’re already holding our breath for next year’s event, eager to see the innovation and excellence that 2025 will bring.

The post App Growth Awards 2024 Winners Announced appeared first on Business of Apps.

Entravision, a leading media and advertising technology company, is pleased to announce the appointment of Jamil Downey as Vice President & General Manager, Americas for its mobile advertising and connected TV technology platform, Smadex. Reporting directly to Chief Revenue Officer Phil Gontier, Jamil will lead Smadex’s US expansion strategy, building on the division’s robust growth trajectory while leveraging Entravision’s extensive market presence and deep-rooted industry relationships to accelerate success.

Jamil brings a wealth of expertise from his tenure at Apple, where he spearheaded high-impact initiatives within the Apple Search Ads division. His exceptional leadership and strategic insight will be instrumental as Smadex continues to strengthen its reputation as a leader in programmatic advertising.

In his new role, Jamil will oversee strategic growth initiatives across the Americas, with a primary focus on the US market. Collaborating closely with the CRO and executive leadership, he will build on Smadex’s successes and drive broader adoption of its innovative ad solutions.

“As Smadex continues to execute on its ambitious growth plan, we are thrilled to welcome Jamil as the leader of our Americas team,” said Phil Gontier, Chief Revenue Officer at Smadex. “Jamil’s experience, strategic mindset, and deep industry knowledge make him the perfect choice to lead and accelerate our expansion. We are looking forward to the value he will bring to our team, clients and partners.”

Smadex continues to deliver exceptional revenue growth, significantly outpacing industry benchmarks. This performance reflects our commitment to innovation and delivering customer success. Jamil’s appointment underscores our dedication to sustaining this momentum and further solidifying Smadex as a leader in mobile and connected TV advertising.

“I’m excited to join Smadex at such a pivotal time of growth and opportunity,” said Jamil Downey, VP & GM, Americas at Smadex. “Smadex’s commitment to delivering impactful advertising solutions perfectly aligns with my vision for growth and innovation. I look forward to collaborating with the talented team to help accelerate success in the US market and beyond.”

Jordi de los Pinos, Founder and CEO of Smadex, also expressed his excitement about the appointment:

“Bringing Jamil on board is a significant step forward for Smadex as we expand our US presence. Jamil’s proven track record and expertise in driving high-growth initiatives will be instrumental  in taking Smadex to the next level. We are confident his leadership will make a lasting impact on our business.”

Entravision’s Smadex division continues to lead the way in mobile advertising innovation, delivering unparalleled solutions to brands domestically and internationally.

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The highly anticipated App Promotion Summit London is set to make a dynamic return to The Brewery on Thursday, April 24th, 2025. The summit will unite app marketing, growth, product, CRM and revenue leaders to share cutting-edge tactics and actionable strategies to grow and scale apps in 2025.

This year’s event promises an unparalleled opportunity for attendees to learn and network with top-tier app marketers and product experts. Featuring interactive workshops, engaging talks, panel discussions, and roundtable sessions, APS London 2025 is designed to spark innovation and foster collaboration.

2025 Keynote Address: Dmitry Gurski, Co-Founder & CEO of Flo

We’re also excited to announce that Dmitry Gurski, Co-Founder & CEO of the trailblazing health app Flo, will be the event’s keynote speaker. Flo’s meteoric rise, including its recent $1 billion valuation, stands as a testament to the transformative potential of apps in today’s market. Gurski will share insights from Flo’s journey, offering invaluable lessons for app developers and marketers.

Call for Speakers

Are you an industry expert with pioneering ideas and actionable insights? APS London is currently accepting speaker applications. Join an exceptional line-up and take the stage to inspire and educate our community of app innovators.

Partnership Opportunities

APS London offers unparalleled opportunities for partners to connect with decision-makers from some of the world’s leading apps. From showcasing your solutions in the exhibition area to shaping the conversation through agenda contributions, this is your chance to build authentic, impactful relationships. Get in touch to reserve your partner spot.

Don’t miss the chance to be part of APS London 2025.

Secure your ticket today.

The post APS London is BACK appeared first on Business of Apps.

Re-engaging iOS users remains one of the most effective ways to generate in-app revenue,  even after the rollout of Apple’s ATT framework. This audience has a higher life-time value (LTV) rate than Android users right now — and savvy mobile marketers are reaping the rewards.

Data shows that 50% of apps increased their overall advertising investments on iOS between Q1 2023 and Q1 2024. As 2024 progressed, AppsFlyer witnessed a 38% jump in advertising spend allocated to iOS remarketing campaigns, compared to the same period in 2023.

Learn more about the iOS re-engagement revival

Remerge, a demand-side platform (DSP) for global brands, and AppsFlyer, a leading Mobile Mobile Measurement Partner (MMP), have teamed up for a new report that analyzes the latest ad tech industry data and pinpoints what mobile marketers must consider when planning their 2025 strategies.

Roy Yanai, VP of Product at AppsFlyer, states in the report:

“As we approach 2025, we’re witnessing continued shifts in mobile advertising – where the strategies for user acquisition, engagement and monetization, user lifetime value and overall advertising ROI are increasingly connected. In particular, iOS users largely remain the golden geese of the mobile ecosystem, with their higher lifetime value and engagement rates making them a focus for ROI-centric advertisers.”

What’s inside the report:

• Expert advice on privacy, personalization, and market saturation from AppsFlyer’s VP of Product
• A go-live checklist for running high-performing iOS re-engagement campaigns
• iOS purchase data, ad spend and conversion metrics
• A guide to picking the right iOS retargeting DSP and Mobile Measurement Partner

Download your copy of the report today!

The post Remerge and AppsFlyer publish new report on iOS re-engagement for 2025 appeared first on Business of Apps.

App Promotion Summit Berlin 2024, set to take place on December 5th, promises to be a premier event for app marketing and growth professionals, offering cutting-edge insights into scaling and optimizing app performance.

Industry leaders will explore crucial topics, including leveraging AI in app marketing, privacy-first user acquisition, enhancing retention, and exploring subscription-based business models and new marketing channels.

The summit will feature over 60 speakers delivering more than 35 presentations, workshops, and interactive sessions across six specialized content stages: the Main Stage, Growth Zone, User Acquisition Zone, Product & Engagement Zone, Roundtable Zone, and App Talks.

Agenda highlights:

• Scaling with Meta Ads: Marcus Burke will explore how one of Europe’s leading apps successfully scaled to $5 million using Meta Ads.
• Influencer marketing insights: Dora Trostanetsky will host a discussion on the best practices and pitfalls of influencer marketing for user acquisition.
• TomTom’s growth success: Learn how TomTom’s “Growth Factory” drove a 300% increase in mobile revenue through rapid testing and streamlined processes.
• AI-enhanced Apple Search Ads: Babbel’s team will share how artificial intelligence revolutionized their Apple Search Ads campaigns.
• From app to web: A session on transitioning user acquisition strategies from apps to web platforms, featuring insights on mini landing pages and web onboarding.

With a strong focus on practical strategies and real-world success stories, App Promotion Summit Berlin 2024 is a must-attend event for app marketers and growth experts.

The post Learn how to grow and scale apps at APS Berlin appeared first on Business of Apps.

With over 1,000 mobile games and apps promoted through its rewarded user acquisition (UA) platform, Gamelight celebrates a key milestone in its journey. This success reflects the company’s commitment to supporting developers and game publishers globally. Using AI-driven tools, Gamelight has become a leading force in helping games thrive in a crowded marketplace.

Personalised player connections

At the heart of Gamelight’s platform is its ability to deliver personalised recommendations. By analysing user preferences and behaviour, Gamelight’s AI algorithm ensures that players discover games they’ll truly enjoy.

This not only enhances the player experience but also benefits developers by improving retention rates and creating more engaged audiences. With Gamelight, the right players always find the right games.

Expanding across global markets

Gamelight’s presence extends to some of the most influential gaming markets worldwide, including the United States, Europe, Japan, South Korea, and China. This global reach allows game publishers to explore new regions and audiences while introducing players from different cultures to a variety of games.

By working across such diverse regions, Gamelight offers a platform that bridges local expertise with global success.

Versatility across genres

One of Gamelight’s biggest strengths is its ability to work with all kinds of games. Whether it’s simple puzzle games, immersive RPGs, strategic titles, or merge games, Gamelight has established itself as a partner across nearly every segment of the mobile gaming industry.

Each campaign is carefully tailored to match games with players most likely to engage, ensuring game publishers achieve better results while users discover experiences they enjoy.

Proven industry leadership

The recognition from the latest AppsFlyer Performance Index highlights Gamelight’s position as a leader in mobile user acquisition. Ranked as the #1 rewarded UA source, the platform consistently delivers strong results for developers, particularly in regions like Western Europe, Japan, and South Korea, where it also ranks in the top two for multiple gaming categories, across all types of sources.

This achievement showcases Gamelight’s expertise in driving sustainable and impactful growth for game publishers.

Empowering developers with data

By leveraging advanced analytics and AI, Gamelight ensures game publishers get the most from their campaigns. Precise targeting translates to maximised return on ad spend (ROAS) and long-term player retention, regardless of the game’s genre or size.

With its focus on actionable insights and delivering high-quality users, Gamelight remains a trusted partner for game developers navigating the ever-changing mobile gaming market.

The post 1000 Apps and counting: Gamelight leads in mobile UA appeared first on Business of Apps.

Track up to 100 keywords across all countries and languages at no cost.

In a bold move to democratize App Store Optimization (ASO), APPlyzer is thrilled to announce that its state-of-the-art keyword tracking tools are now available for free, indefinitely, for up to 100 keywords. This unprecedented offer allows developers to monitor an unlimited number of apps and competitors across all countries and languages without any financial investment.

Barrier-free ASO tools for developers

In today’s hyper-competitive digital marketplace, accessing and leveraging accurate ASO keyword data is essential. Historically, the high costs and limited availability of effective tools have hindered many developers’ ability to optimize and grow their applications. APPlyzer dismantles these barriers by providing comprehensive, real-time ASO insights traditionally associated with premium costs—now available at no charge.

Developed by award-winning ConsultMyApp

Engineered for peak performance by the ASO Company of the Year, ConsultMyApp, APPlyzer is designed to empower ASO marketers with an intuitive platform equipped with essential tools to enhance app visibility and discoverability.

“Offering APPlyzer for free up to 100 keywords underscores our commitment to supporting the developer community with powerful, accessible tools that fuel growth,” said Mike Rhodes, CEO of ConsultMyApp & APPlyzer. “By optimizing our processes and infrastructure, we’re able to keep costs low and pass these savings directly to our users, without compromising quality.”

Key features of APPlyzer’s free plan include:

• Comprehensive tracking: Monitor keywords across unlimited apps and competitors in any country and language.
• Competitive analysis: View the number of apps ranking for specific keywords, competitor rankings, and keyword competitiveness.
• Hourly category rankings: Receive the latest updates on app store rankings every hour.
• Historical data access: Utilize one year of historical data for both keywords and category rankings for strategic planning.

Source: APPlyzer

• Relevancy scoring: Improve metadata accuracy with dynamic keyword relevancy scores.
• Share of voice: Measure your app’s visibility in comparison to top competitors with instant Share of Voice figures.
• Opportunity spotting: Identify and capitalize on missed keyword opportunities crucial to your market.

Source: APPlyzer

• Keyword universe generator: Automatically generate a comprehensive set of keywords, including competitors’ terms.
• Autocomplete generator: Explore visibility opportunities with autocomplete features for both the Play Store and App Store.

Source: APPlyzer

• In-app event keyword tracking: Track how in-app event metadata impacts keyword rankings and uncover competitors’ terms.

Source: APPlyzer

Try APPlyzer today — elevate your app’s growth

APPlyzer stands as the ultimate tool for tracking, managing, and maximizing your app’s data value. Start optimizing your app’s ASO strategy by visiting APPlyzer’s website and registering for free access.

About APPlyzer

APPlyzer is an all-in-one ASO tool built by ConsultMyApp, the ASO Company of the Year, tailored to meet the needs of today’s developers. Our mission is to provide high-quality, accessible ASO tools to help developers succeed in the competitive digital landscape.

For additional information on APPlyzer and to sign up for the free service, please visit our website.

The post APPlyzer now offers free ASO keyword and ranking tracking tools appeared first on Business of Apps.

We are excited to unveil the 2024 shortlisted finalists for the App Growth Awards, presented by Gamelight. This marks its eighth year of recognizing excellence in the global app industry.

Our expert panel of 18 independent judges whittled down over 200 submissions. The impressive variety of submissions from diverse companies underscores an industry full of innovation and ambition.

All of the shortlisted finalists will be celebrated and the winners announced at the ceremony taking place after App Promotion Summit Berlin on December 5th at Hotel Adlon.

The shortlisted finalists, organised by category, are as follows:

Health & Fitness App Campaign

• Flo Health & Ramped’s Breakthrough in Brazil
• DocMorris’ Fully Digitalised Redemption Process
• BetterMe Mental Health App
• WeWard’s Global Walk Cup 2024
• Lifesum’s Starter Kit for Success
• Adidas Running

User Acquisition Campaign

• Rethinking the Customer Journey – Webrepublic
• The F*** Club – Twigeo
• Unlocking Success with Media Buying – Tappx & Cooltra
• Driving Member Acquisition – Apadmi & Co-op
• Inspiring Path from Goals to the Winning Plan – Mobupps

Retention Campaign

• Starter Kit for Success – Lifesum
• Burger King & Jampp
• Kuda
• Big Huge Games & RevX
• Crea & madduck

App Store Marketing Campaign

• Veezu & Redbox Mobile
• ConsultMyApp & Macy’s
• Ecosia x Replug
• MonopolyGo & yellowHEAD
• Frank Energie & Wuzzon

Revenue Optimization Campaign

• Taimi’s Strategic Feature Substitution
• Crea & madduck
• Mindset & Conversion Rate Store
• Smadex’s Data Driven Revenue Growth
• Go1’s Embracing Local Moments

Social & Influencer Campaign

• FaceYogi’s Social Media Triumph
• Aix’s X InstantWin Campaign for Mafia 42
• Taimi
• Unlocking Growth in Hard-to-Reach Markets – Ramped
• heyroom

Finance App Campaign

• Curve & Incubeta
• ANNA & Growthcurve
• GoMining & AdQuantum
• Pockit & Addesu
• Exness Go & Persona.ly

Mobile Games Campaign

• Papaya & Smadex
• Global Walk Cup 2024 – WeWard
• Wargaming & SplitMetrics
• Grand Summoners & Persona.ly

Education App Campaign

• Splash Learn
• Headway
• Babbel & Thing02

Entertainment App Campaign

• HubX & UGC Ninja
• Shahid &Tappx
• Wavve & Persona.ly
• Disney & Creative Clicks

App Growth Innovation

• Purchasely
• Xeropan
• AppsFlyer’s Innovative Drive
• Headway’s Empathy-Based Onboarding
• Phiture’s Fully Autonomous Testing with GenAI

Fastest Growing App

• Localboss
• Wave AI
• Tappz
• WeWard
• Zumba

Growth Team of the Year

• Mimo’s Marketing Team
• ChatOn User Acquisition Team
• Zigzag Puppy Coach
• Yodel Mobile Team
• StillFront Marketing Hub

App Marketer of the Year

• Sergi Rodriguez, Bumble
• Allen Park, aix
• Nathan Hudson, Perceptycs
• James Ventris – ConsultMyApp
• Ekaterina Gamsriegler, Mimo

UA Manager of the Year

• David Vargas, SplitMetrics
• Antonio Gomez, Admiral Media
• Marcus Burke, SKAN Consultant

App Marketing Platform of the Year

• CleverTap
• OneSignal
• Appier
• MobileAction
• Adapty

App Marketing Agency of the Year

• ShyftUp
• Yodel Mobile
• AppAgent
• Creative Clicks
• Tatam

Outstanding Contribution to the App Industry

The winner will be announced on the night

Congratulations to all of the finalists, and commiserations to the entries that didn’t make it through.

The post App Growth Awards 2024 – Finalists Announced appeared first on Business of Apps.

Gamelight, the AI-powered user acquisition platform for mobile games, has been named the #1 rewarded source globally in the latest AppsFlyer Performance Index, reinforcing its position as a leading mobile marketing platform. This prestigious recognition highlights Gamelight’s success across multiple genres and geos, including its rapid expansion into Japan and South Korea, where it also ranks among the top platforms.

Dominating the rewarded user acquisition landscape

The AppsFlyer Performance Index is a widely recognised standard in mobile advertising, ranking the best-performing media sources annually. Based on extensive data analysis, this latest edition highlights Gamelight’s dominance as a rewarded source. With its advanced platform and innovative approach, Gamelight has transformed rewarded user acquisition (UA) into a key growth driver for game publishers across the globe.

This shift has led to Gamelight’s rise to the #1 spot in rewarded marketing, surpassing many established sources in the industry. Additionally, Gamelight has solidified its status as one of the top mobile marketing platforms, recognised for delivering exceptional results across various categories.

In the previous AppsFlyer Performance Index, Gamelight was already ranked among the top three platforms in several categories, demonstrating consistent growth and influence. This year, it has not only excelled in the rewarded space but has also achieved #2 rankings across all media sources in key verticals and geos, including Casual gaming in Western Europe, Japan, and South Korea. These accomplishments highlight Gamelight’s commitment to delivering high-quality user acquisition at scale.

Expanding into key markets: Japan and South Korea

Gamelight’s recent expansion into Japan and South Korea has resulted in top rankings across both regions. In these important mobile gaming markets, Gamelight has secured leading positions, particularly in the Casual gaming vertical, where it ranks among the best performers.

These achievements demonstrate Gamelight’s ability to successfully adapt its rewarded UA strategies to diverse markets, further strengthening its presence and influence on a global scale.

The Gamelight effect: Shaping the rewarded UA ecosystem

Since its launch, Gamelight has been a driving force in elevating rewarded UA from a secondary user acquisition channel to a primary focus for game publishers. Its innovative use of an advanced AI algorithm and data analytics has inspired new companies to adopt the model, driving a wave of growth in the rewarded marketing ecosystem.

Gamelight’s powerful AI algorithm meticulously analyses user behaviour and preferences, allowing Gamelight to deliver highly targeted and effective campaigns. This AI-powered precision targeting matches users with games they’re most likely to enjoy, boosting retention rates and maximising lifetime value (LTV). By prioritising key performance indicators (KPIs) like ROAS, LTV, and long-term retention, Gamelight consistently drives outstanding results, providing its partners with a competitive advantage in user acquisition and revenue growth.

The company’s influence has been particularly visible in bringing iOS to the forefront of rewarded advertising, expanding its presence across platforms and reshaping industry standards. Previously, iOS had a relatively small presence in rewarded channels. However, Gamelight’s impact has shifted the landscape, prompting more companies to adopt Gamelight’s product model and implement similar strategies.

The recognition from AppsFlyer’s Performance Index solidifies Gamelight’s role in reshaping the mobile marketing landscape, and we’re excited to keep pushing boundaries in rewarded user acquisition.

Conclusion: Gamelight at the forefront of mobile marketing

Gamelight’s recognition in the AppsFlyer Performance Index as the #1 rewarded source and as a top mobile marketing platform highlights its ongoing success and leadership. The platform’s rise in Japan, South Korea, and across Western Europe proves its ability to drive high-quality user acquisition and outperform major competitors.

As the rewarded UA landscape evolves, Gamelight continues to lead the way, helping game publishers worldwide optimise their campaigns and achieve significant growth. This latest achievement in the AppsFlyer Performance Index sets the stage for continued innovation and success in the mobile gaming industry.

The post Gamelight recognised as #1 rewarded source in latest AppsFlyer Performance Index appeared first on Business of Apps.

According to multiple industry forecasts, the fintech market is expected to exceed $900 billion by 2030. This growth is fueled by adoption and innovation in digital payment solutions, such as mobile wallets, blockchain tech, and contactless payments.

Machine learning-powered performance advertising solutions company Moloco has put together a fintech app marketing guide that covers open internet marketing channels.

With this guide, you will learn:

• Why walled gardens aren’t enough: Understand their limitations and explore the untapped potential of the open internet.
• Unlocking the open internet: Learn user acquisition strategies that extend your reach beyond walled gardens.
• Key pillars of success: Dive into performance optimization, incremental reach, and user-friendly marketing tactics.
• Fintech-specific creative best practices: Build high-performing ad creatives for banking, investment, payments, and crypto apps.
• Real-world case studies: Discover how other fintech apps achieved massive success using these game-changing strategies.

Download the guide to scale your fintech app on the open internet.

The post How to scale your fintech app on the open internet appeared first on Business of Apps.

App Promotion Summit returns to Berlin on Thursday 5th December and we’d love to see YOU there. Join 500+ app marketers and product leaders from the world’s leading apps and brands including:

Taxfix, Flo, Vinted, Clue, Babbel, FREENOW, Bonial, DocMorris, Funstage, Blinkist, EnBW, Zalando, adidas Runtastic, ParshipMeet Group, Deutsche Telekom, Yubo, Bitpanda, OpenTable, Lotum, Prematch, Kleinanzeigen, JAUMO, Fastic, calimoto, SYBO Games, NeuroNation, Skoove, IQ Option, Kolibri Games, The Telegraph, Readdle, Welltech, Outfit7, Trade Republic, idealo, BSH Hausgeräte, NordVPN, Futureplay Games, Flink, Bending Spoons, Mimo, LOTTO24, Kaspersky, Omio, PAYBACK, Zenjob, Freeletics and Delivery Hero.

Networking & Experiences at APS Berlin

It’s easy to make authentic connections at App Promotion Summit events with  lots of networking opportunities including Breakfast and Lunch brought to you by Customer.io, as well as a Morning Coffee Break, Afternoon Tea and then a Drinks Reception hosted by Gummicube. You’ll also get access to the App Promotion Summit networking app where you can connect with other attendees.

Learn how to grow and scale apps at APS Berlin

If you would like to join APS Berlin now is the time to get a ticket, the Early Bird discount will be ending on 8th November.  You can also join us as a partner.

The post Who’s coming to APS Berlin 2024? appeared first on Business of Apps.

The post Introducing the App User Acquisition Ecosystem Market Map appeared first on Business of Apps.

Today app marketers face a number of challenges with growing their app’s user base and retargeting is a proven solution to tackle them. As user acquisition costs continue to rise, retargeting existing app users provides a real cost-effective alternative.  Also, data-drive insights and personalization enable retargeting to bring back users who abandoned the app.

User data privacy regulations caused deprecation of third-party cookies and retargeting is the tool to use first-party data to run effective ad campaigns, while respecting users’ privacy. Finally, retargeting allows to extend the customer lifecycle, which directly impacts the Life Time Value of that customer.

In the new 2024 Retention Survey, leading app growth company Adikteev reveals:

• 75% of app marketers reported using retargeting as a key strategy
• 61.8% found it highly effective for re-engaging users

If you’re not fully optimizing your retargeting efforts, you could be missing opportunities to reconnect with high-value users.

Curious to see how your retention strategy compares?

Download the report now to discover insights that can elevate your approach.

The post 2024 Study: 75% of Leading App Marketers Report Retargeting as a Key Strategy appeared first on Business of Apps.

App Promotion Summit Berlin is the place to learn how to grow and scale apps and understand key topics including AI-enabled marketing, Product-led growth, Retention, AdAttributionKit and Subscriptions.

We’re excited to share a preview of the 2024 agenda, which will feature 6 stages of content, 50+ speakers, across 30+ sessions.

• App Promotion Summit Berlin will include some of the world’s top app growth and product experts including:
• Aitor Abonjo, Director CRM, Flink
• Ekaterina Gamsriegler, Head of Marketing, Product Growth, Mimo
• Roma Rey, Head of CRM, LOVOO
• Marta Ewa Fogel, Head of Marketing, NeuroNation
• Marcus Burke, SKAN User Acquisition & Growth Consultant
• Edwin McCormack, CMO, Skoove
• Jelena Zbijowski, Head of CRM & Product Marketing, Blinkist

Our agenda will feature upfront app growth content across the funnel including the following sessions:

• Transitioning User Acquisition from App to Web – Gessica Bicego, Fractional CMO, Ahead
• The Power of Paywalls: Using Cognitive Biases to Boost Conversions – Max Amelang, Product Marketing Manager, Prematch
• App Re-Engagement Mastery: Maximizing Growth and Retention Through Strategic Re-engagement Campaigns – Ali M., Senior Digital Marketing Manager, Vinted
• The Dos and Don’ts of Influencer Marketing – Dora Trostanetsky, Growth Marketing Lead, Trade Republic

We would love for you to join us at App Promotion Summit Berlin on 5th December at Hotel Adlon as we discover the future of app growth.

The post The App Promotion Summit Berlin 2024 agenda is live appeared first on Business of Apps.

One of the most impactful recent developments for the app industry was Apple’s introduction of the App Tracking Transparency (aka ATT) framework. It sent app marketers on a quest to find a new way for tracking mobile app users’ behavior.

To meet this demand, Apple had released SKAdNetwork (aka SKAN) which brought a new framework for app marketers to measure ad campaigns performance, while still respecting app user privacy.

Mobile growth platform Smadex has just released “A roadmap of iOS Advertising from SKAN to AdAttribuionKit” guide to help app marketers to learn about SKAN and use it efficiently for their mobile ad campaigns.

With this guide you will:

• Learn about the key concepts of SKAN such as App IDs, Source IDs, conversion values, and postbacks;
• Transition your existing campaigns to SKAN 4.0 to take advantage of its enhanced capabilities and ensure compliance with the Apple’s privacy standards;
• Optimize your current campaigns by mapping relevant variables using tools like Smadex’s Flexible Mapping to gain deeper insights into performance;
• Keep yourself up-to-date with the latest SKAN developments, including AdAttributionKit (AAK), and more.

Download the guide here.

The post Mastering SKAdNetwork for app marketing success [new guide] appeared first on Business of Apps.

The battle for the short-form video crown is still ongoing, with TikTok, Instagram and YouTube all battling for eyeballs.

According to research published in our Video Streaming App Report, TikTok and Instagram Reels are neck and neck in terms of app users. Both platforms handle about 1.5 billion active users a month.

Short-form video active users 2023 (mm)

TikTok was the original short-form video app, ballooning in popularity during the coronavirus pandemic. This led to Instagram, YouTube, Snapchat, LinkedIn and a few others to launch their own versions of short-form video, some of which have already been canned.

YouTube and Instagram Reels are the two main competitors to TikTok. YouTube Shorts, which is integrated into the YouTube app, has been accessed by two billion users, although we are not sure how many actively use Shorts in a similar way to TikTok and Reels.

Snapchat Spotlight is the other short-form video platform, although because of Snapchat’s smaller userbase it is not at the same level as the other three. It had about 350 million active users.

In terms of future growth, Instagram Reels has the advantage of the Indian market, where TikTok is banned. YouTube may also be able to add more users with a dedicated Shorts app, although it may be worried about splitting the YouTube audience.

TikTok is growing at a faster rate in mature countries, but faces potential future restrictions in the United States and other countries, as tensions with China continue to escalate. YouTube and Instagram, already banned in China, do not face these same pressures.

For YouTube and Instagram, the worry of diverting audiences from highly lucrative ad markets – in YouTube’s case longer form videos and in Instagram’s from Stories – has been placated by advertising industry’s interest in short-form video.

TikTok generated about $16 billion in 2023, primarily from advertising. Instagram Reels made close to $20 billion. YouTube has not broken down its advertising revenues by type, but we expect Shorts is a multi-billion dollar segment of it.

Want to learn more about the video streaming app industry? Check out our Video Streaming App Report

The post TikTok and Instagram Reels neck and neck in app usage appeared first on Business of Apps.

It’s been more than a year and a half since ChatGPT-4 demonstrated phenomenal advances in the AI tech. It impacted so many branches of economy, revolutionized digital marketing, visual production, scientific research, and much more.

This breakthrough technology transforms how mobile game and app marketing teams work around the globe. ChatGPT-4, Gemini, Anthropic demonstrate its efficiency in speeding up both text and visual creatives production, as well as ad campaigns analysis and forecasting.

Ad intelligence platform SocialPeta has just released its Mobile Games & Apps, H1, 2024 report. In its 130 pages, it provides deep analysis of the Generative AI impact on marketing of mobile games and app, the continuous rise of the short-form video content, and more.

Key insights

• Gaming Market Recovery: Revenue increased by 4.7% even as downloads declined, with strategy and hyper-casual games showing strong performance.
• Ad Spending Patterns: iOS accounted for 40% and Android for 60% of total ad spend.
• Emerging Segments: Mini-games and AI-Generated Content (AIGC) are becoming popular, especially in RPGs and strategy games.
• AI Innovation: AI is driving new developments, with social media boosting content virility.
• Short Dramas + TikTok: Emerging as key strategies for global market growth.
• Health Products: The U.S. remains the leader in this expanding market segment.

Download for free here

The post AI’s impact on mobile marketing: 130-page H1 2024 report appeared first on Business of Apps.

Discover how fintech app Bilt Rewards is enhancing user retention by delivering a consistent and personalized experience across multiple channels at scale.

In an insightful on-demand session from App Promotion Summit NYC 2024, industry leaders explore the strategies, technologies, and collaborative efforts needed to maintain unified messaging and precise targeting throughout the customer lifecycle.

This session offers valuable insights into how Bilt successfully engages users across various touchpoints, driving both adoption and retention.

Key learnings include:

• The strategy, technology, and teamwork it takes to orchestrate unified messaging and precise targeting across the customer lifecycle
• How the Braze customer engagement platform enables Bilt to orchestrate cohesive cross-channel user experiences across email, SMS/MMS, push notifications, in-app, and more
• The impact Bilt’s approach has had on engagement, adoption, and retention

Speakers include Kelsey Nelson, VP of Product Marketing at Braze, and Sean Collins, VP of Growth Marketing at Bilt Rewards, who bring their expertise on customer engagement and growth strategies.

Their discussion provides actionable strategies for anyone looking to enhance their app’s user experience and retention efforts.

Access the session here.

The post How to drive retention through cross-channel customer journeys appeared first on Business of Apps.

In the fast-paced world of app marketing, having the right tools can make all the difference. This year, Addict Mobile is leaping forward with the launch of the Addict Mobile Hub, a revolutionary platform designed to empower UA professionals to achieve superior results with greater efficiency and control.

This tool provides greater transparency and visibility into campaign performance. This approach is in line with Addict Mobile’s DNA, which is 100% focused on performance and delivering results for its clients.

Simplify campaign management with advanced technology

The Addict Mobile Hub revolves around 4 key features, each addressing specific challenges within UA management:

Addict Mobile Dashboard

The Addict Mobile Dashboard consolidates all campaign data into a unified platform, allowing you to retrieve all MMP (Mobile Measurement Partner) data from each source activated. It’s the essential tool for a complete and transparent view of performance. It stands out with its comprehensive data integration, processing of SKAN data with enhanced accuracy and customization to address recent privacy concerns for better visibility on iOS performance.

Unlike existing tools, it uses client-specific estimation models, offering unprecedented insights directly accessible on the platform. This customizable dashboard comes with numerous filters and breakdown options such as date, source, country, and OS, turning what used to take hours of data parsing into a streamlined process.

Creatives Performance

This is a unique tool on the market that centralizes all creative assets’ performance metrics. Thanks to estimation models and data collection, this feature offers a complete view of creative performance by channel.

Updated once a day, it improves transparency on key creative KPIs (CPM, CTR, CVR, IPM, CPA, ROAS), crucial for understanding how effective user acquisition efforts are and optimizing creative strategies.

Marketers benefit from insights typically fragmented across MMPs, sources, and SKAN networks, now consolidated for simplified export and data visualization.

Creative Performance feature

Click on image for full size

Source: Addict Mobile

Media Library

The Media Library acts as a comprehensive catalogue for all campaign creatives, offering visualizations in list and full-screen formats. It provides real-time visibility into the status and distribution of produced creatives with multiple filter options, making it easier to monitor and manage creative assets across different campaigns and channels.

Performance Forecast

This ultimate feature provides data projection of your performance up to 180 days in advance, leveraging organic and historical campaign data for proactive decision-making.

It analyses the last six months of real data to project into the long term by source and country over different time frames.

Daily updates ensure marketers can confidently plan using projected long-term performance metrics, bridging the gap between immediate action and future campaign strategies.

A Game-changer for marketers

There is no tool on the market today that can centralize all the data from diverse sources, MMPs, manual estimates, and projections into a single tool. This approach frees up time to focus on strategic planning and creative thinking, rather than on reporting and data mining.

“The Addict Mobile Hub improves the way our team plans, executes, and evaluates UA campaigns. By providing tools that streamline data analysis and improve operational efficiency, Addict Mobile ensures that our clients’ performance targets are not just met, but exceeded,” explains Manuel Pacreau, CEO of Addict Mobile.

The Addict Mobile Dashboard

Click on image for full size

Source: Addict Mobile

The company includes its Hub as part of its service, as well as creative production, at no additional cost for clients who entrust their UA budgets to them. This distinctive approach places Addict Mobile in a unique position within the market, highlighting its dedication to achieving top performance. The dedicated team works tirelessly to meet every client’s performance goals.

For more information or to schedule a demonstration of the Addict Mobile Hub, interested parties can contact the expert team here.

The post Addict Mobile launches its HUB to enhance visibility and data analysis for UA campaigns appeared first on Business of Apps.

The App Growth Ecosystem 2024 Market Map is now live. This comprehensive resource is designed to help app developers, marketers, and businesses navigate the ever-evolving landscape of tools and services that fuel app growth and success.

Whether your goal is to boost user engagement, optimize performance tracking, drive more installs, or maximize revenue, our market map provides a clear and strategic path forward with the industry’s top solutions.

The App Growth Ecosystem 2024 map is organized into key sectors vital for app growth:

• App engagement platforms: Enhance user retention with powerful engagement tools
• Subscriptions and revenue: Maximize earnings with subscription and revenue management platforms
• App metrics: Stay ahead with robust performance tracking
• Mobile measurement partners (MMPs): Optimize your marketing campaigns’ performance
• App store marketing: Boost visibility in app stores
• In-app analytics: Understand user behavior in-depth
• User acquisition: Drive user growth
• App advertising: Monetize effectively with powerful ad networks
• Agencies: Get expert support for your app strategy

The App Growth Ecosystem 2024 Market Map is the go-to resource for navigating the complex ecosystem of app growth solutions. It provides a clear and concise overview, helping app professionals select the right tools and partners to fuel their growth strategy.

Download the map now, connect with the industry’s top players, and supercharge your app growth in 2024 and beyond.

The post Introducing the App Growth Ecosystem 2024 Market Map appeared first on Business of Apps.

According to AppsFlyer, around 40% of iOS users now opt into ad tracking on their devices — and this number will continue to grow.

In a new episode of Remerge’s Apptivate podcast, Roy Yanai, the VP of Product at AppsFlyer, breaks down what the ad tech industry has learned after three years of the App Tracking Transparency (ATT) framework and how mobile marketers can increase user opt-in rates for their app.

The episode also covers:

• Roy’s secrets to staying on top of the latest industry changes
• Mobile ad spending trends
• The Android Privacy Sandbox and its Protected Audience API
• A definition of media mixed modeling

Listen to Apptivate episode 188: From ATT to AdAttributionKit and subscribe to the show via your preferred streaming platform to ensure you never miss an episode.

The post What have we learned after three years of Apple’s ATT framework? appeared first on Business of Apps.

The first look agenda for App Promotion Summit San Francisco 2024 is now live and covers the latest in app growth and product including AI-enabled App Marketing, privacy-centric user acquisition, retention, subscription business models, product-led growth and data-driven decision making.

The in-person conference at the W Hotel on September 26th will feature a main stage exploring app growth across the funnel plus a workshop room and a roundtable room allowing for in-depth discussions.

You will learn from speakers from Tynker, Public, Appmasters, Baz, Kongregate and more.

Some confirmed sessions include:

• Optimizing Decision-Making with A/B Testing: A Data-Driven Approach to Success – Tina Kim, Director of Product Management, Huckleberry Labs
• The Subscription Value Loop: A Framework for Growing Consumer Subscription Businesses –  Phil Carter, Growth Advisor, Elemental Growth
  
• The AI Edge: Revolutionizing Mobile App Promotion – Jenny Pollock, Mobile App Expert & Founder, Women and AI and Fabien-Pierre Nicolas-Kim, Co-founder & CEO, Titan AI
  
• DisAdvantage+: 10 Hot Fixes for App Marketers for Meta’s Broken Algorithm – Marcus Burke, SKAN User Acquisition & Growth Consultant
  
• Tips to Create a Holistic App Store Marketing Strategy – Elizabeth Devine, App Growth Consultant, AppTweak

Grab your tickets here if you haven’t already. We can’t wait to welcome you at the event.

The post The App Promotion Summit SF agenda is live appeared first on Business of Apps.

The summit will feature app marketers from top-tier companies such as Bumble, McAfee, Sephora, Pinger, Stash, Cronometer, The Miracle Morning, Sobeys, Poshmark, and LDS Church.

Attendees can look forward to insightful presentations from industry experts including Marcus Burke, Lomit Patel, Lenette Yap, Jenny Pollock, Steve Young, Alex Guerra, Hannah Parvaz, and Nathan Hudson.

In addition to these sessions, the event will host a marketplace where participants can connect with leading platforms and agencies like RevenueCat, Adobe, CleverTap, Appfigures, Gummicube, Appier, RevX, Amity, Creative Clicks, and Stream.

The post New setup and stellar lineup announced for APS San Francisco 2024 appeared first on Business of Apps.

IconPeak Digital announces the merger of IconPeak and Chinar Libertas, two performance marketing agencies. IconPeak, founded in 2013, and Chinar Libertas, founded in 2020, combine their expertise to form IconPeak Digital, committed to setting new industry standards with fresh management and innovation.

Abrar Qureshi will take on the role of CEO. He will be joined on the board by co-founders Antoine Moreau and Sebastien Balestas, who bring a combined 35 years of experience in digital marketing. Their leadership aims to drive new strategies and strengthen the company’s industry position.

IconPeak Digital will be based in Dubai, with offices in Srinagar, Lisbon, and Singapore. This strategic positioning enhances the company’s global reach and regional expertise.

The merger aims to improve IconPeak Digital’s competitive position. By combining IconPeak’s long-standing industry presence with Chinar Libertas’ innovative methods, IconPeak Digital plans to strengthen its market stance, expand its reach, and support its workforce in delivering continuous innovation and excellence.

In innovation and product development, IconPeak Digital plans to introduce new products and technologies to optimize partnerships. These initiatives aim to improve efficiency and enhance the monetization of mobile apps.

Market diversification is another key benefit of the merger. With teams operating in different regions and time zones, IconPeak Digital can better understand and meet the unique needs of each client, providing tailored solutions. The combined team’s diverse skills and experiences will help the company offer specialized services to clients. The merger also expands IconPeak Digital’s geographic reach, enabling services in the Middle East and South America, thanks to Chinar Libertas’ presence in Asia and IconPeak’s influence in Europe and the United States.

CEO Abrar Qureshi said, “We are thrilled to announce the merger of Chinar Libertas with IconPeak. This merger represents a new chapter, combining our strengths to create more value for our customers and stakeholders. I thank our employees for their hard work and my business partners Antoine and Sebastien for their support. Together, we are ready to achieve new heights and drive innovation in the app marketing industry.”

The post IconPeak and Chinar Libertas merge to form IconPeak Digital appeared first on Business of Apps.

On Sunday, England played the EURO 2024 final, where they narrowly lost against Spain. Although we missed out on victory, hundreds of thousands of hopeful Brits gathered to cheer on the Three Lions in anticipation. Whether hosting watch parties, coming back from the pub or staying in, Brits were ordering in their favourite takeaways for match day.

Leading analytics and attribution company Adjust looked at the install and session trends of apps during the first few weeks of the Euro and saw a general increase in food delivery app installs and sessions. The data showed that food delivery app installs increased by 42% year-to-date (YTD) on the first day of the Euro.

Football fans treated themselves to a takeaway for England’s first match of the tournament against Serbia as food delivery app installs were 40% above the 2024 YTD average.

App install growth

Click on image for full size

Source: Adjust

Not only did the number of installs increase for this match but so did the number of sessions. The England vs Serbia match saw food delivery app sessions increase by 15% YTD, and on the day of England vs Slovakia, sessions were up by 29%, revealing that Brits are increasingly turning to their favourite takeaways during the Euros.

App session growth

Click on image for full size

Source: Adjust

But it wasn’t only food delivery apps that cashed in during the games. Mobile gaming apps also saw an influx of users thanks to the hype around the competition. The biggest surge observed took place on the first day of the Euro, as sports gaming app installs were 454% above the 2024 YTD. This increase in installs began the day before the Euro began, with installs 78% above the 2024 YTD average, and it continued to the 15th, which saw a YTD increase of 133%.

Adjust also looked at installs and sessions of mobility apps such as taxi apps, as England supporters travelled near and far to watch with friends and family. The data saw that installs of these apps were 28% above the YTD average on the day of England’s first match against Serbia, whilst app sessions remained 14% above the YTD average for the following two England games against Denmark and Slovakia.

The post Euros 2024 sees a surge in food delivery, gaming, and mobility app usage appeared first on Business of Apps.

Braavo Capital, the leading financing partner for consumer subscription apps, announced today the successful closing of a $5 million Series B funding round. Led by existing insiders with participation from Series A lead investor Headline, and accompanied by a new $30 million debt fund with Upper90, this capital injection marks a significant milestone for Braavo’s continued expansion.

Established in 2015, Braavo has emerged as the global leader in financing solutions for founders seeking to scale their app businesses without resorting to unnecessary equity raises. Having facilitated over $1 billion in financing since inception, the company’s profitability in its core financing operations underscores its commitment to empowering the subscription app economy.

Mark Loranger, CEO & Co-Founder of Braavo, commented, “This new round of equity will fuel Braavo Growth Ventures, an initiative aimed at fostering innovation in the consumer subscription market. While we continue to grow our financing business, we are also excited to apply our years of experience and extensive relationships in the market to embark on this new venture.”

Operating as a distinct division within Braavo Capital, Growth Ventures focuses on strategic partnerships with app businesses to drive subscriber growth through web monetization (commonly known as web-to-app). Loranger elaborated, “Adding capabilities for web monetization in addition to in-app purchases presents a significant opportunity for subscription app businesses. However, for many, this transition can be daunting and costly.”

After operating in stealth mode for over a year to assemble a skilled team and develop its proprietary growth platform, Growth Ventures is now poised to unveil its web-to-app offering to a wider audience. Billy Libby, Founder & Managing Partner at Upper90, remarked, “Upper90 was an early credit partner and has been impressed with Braavo’s disciplined approach to underwriting and customer acquisition. We are excited to continue to partner with Braavo on their next phase of growth.”

Beyond web-to-app, Braavo envisions a broader investment strategy for Growth Ventures, as Loranger noted, “Our focus extends beyond subscriber acquisition. Over time, we aim to forge deeper partnerships with our most successful portfolio companies.”

The Growth Ventures team invites new app partners to join its latest cohort until June 30, 2024.

To learn more and submit an inquiry, visit Braavo Growth Ventures.

The post Braavo Capital closes $5 Million Series B to accelerate web-to-app subscriber acquisition appeared first on Business of Apps.

App Promotion Summit London took place on April 25th, 2024, drawing its biggest audience yet with over 700+ in-person attendees. To conclude this milestone in APS history, TikTok delivered the final talk of the day at APS’s main stage where Julia Dolzhenkova, Product Marketing Manager at TikTok UK, shared some fascinating insights regarding TikTok’s continued evolution and recent successes in adapting to customer needs in the digital age.

As part of their commitment to keeping audiences engaged and responsive, TikTok revealed that 76% of their users watch what the platform’s recommendation system suggests. Additionally, 69% of TikTok users are likely to download an app or follow a brand after encountering it on the platform, and an impressive 91% have taken action — be it liking, sharing, or making a purchase — after viewing content. These metrics underscore TikTok’s robust influence in driving user engagement, conversions, and brand awareness, making the platform a lucrative acquisition channel for mobile apps.

In 2023, TikTok launched numerous new solutions and anticipates more advancements in 2024, focusing primarily on bringing more automation and vertical solutions to the platform.

The talk also covered TikTok’s recent transition into a Self-Attributing Network (SAN) as part of its efforts to enhance its mobile measurement framework for app advertisers. TikTok’s SAN integration now gives advertisers more performance insights, enabling them to make more informed decisions, customize their attribution windows, and access enhanced performance solutions.

TikTok Creative Exchange

Source: TikTok presentation at APS London 2024

To conclude the talk, TikTok turned to its first-party Conversion Lift Study, an incrementality test measuring the true impact of TikTok advertising campaigns, and its bespoke Creative Exchange, which enables brands to produce engaging content at scale. Notable case studies include Bolt, which achieved a 20x relative lift in app installs and 95% incremental conversions, and Pret-à-Manger, which saw a significant reduction in costs, with an 89% decrease in cost per unique subscriber and a 39% reduction in cost per app install.

This wealth of data and new initiatives demonstrates TikTok’s commitment to maintaining its status as a leader in digital marketing and consumer engagement.

Sources

• TikTok Marketing Science Global Entertaining Ads Study 2022 (UK Results) conducted by Marketcast (> 76% follow the algorithm)
• TikTok Marketing Science EUI High-Value Audience Research 2023 (UK  Results) conducted by PA Consulting (> 69% likely to download an app)
• TikTok Marketing Science Global Time Well Spent 2021 (EU5 Results) conducted by Kantar (> 91% take action)

The post TikTok @ APS London 2024: The power of impactful entertainment appeared first on Business of Apps.

The Mobile Games Index report, powered by data from adjoe and Statista, is back for its fourth edition.

Last year, MGI highlighted a low point in user engagement – daily dedication to mobile games was dropping. This year, fortunately, the data shows that the length of daily sessions has rebounded, restoring monetization opportunities. Yet, the market landscape is not the same as it was a year ago.

This index benchmarks games using adjoe and Statista’s first-party data from 95 million interactions across 27 million users, shedding light on current and upcoming industry trends. With forecasts extending to 2028, this knowledge of the audience and its preferences starts a race to capitalize on these insights first.

Multiplayer titles are topping the engagement charts

Globally, “Call of Duty®: Mobile – Garena” by Garena Mobile Private leads the engagement charts with its action-packed multiplayer gameplay. Stepping on its heels is “Mobile Legends: Bang Bang” from Moonton, a game that has consistently made players clock in hours with its depth and multiplayer possibilities. Another notable mention is “Free Fire MAX” by Garena International I, which highlights the overall trend for multiplayer action dominating player engagement.

In North America, “Call of Duty: Mobile Season 1” by Activision Publishing, Inc. tops the list, aligning with the global preference for established, high-action multiplayer franchises. “Free Fire: Winterlands,” another title from Garena, also shows extreme popularity, along with “PUBG MOBILE” by Level Infinite, emphasizing the strong market for competitive shooter games in this area.

Europe shows a slightly different preference with “Brawl Stars” by Supercell leading. This is followed by “Survivor.io” and “Roblox”, making for a mix of action and adventure that resonates with European players. Yet, once again the top of the daily usage list is dominated by multiplayer experiences.

In Asia, similarly, “Mobile Legends: Bang Bang” by Moonton dominates, followed by “Call of Duty®: Mobile – Garena” and “Free Fire MAX. by Garena”

Africa and Oceania show more diversity in mobile games leading in engagement. In Africa, “Free Fire: The Chaos” leads, followed by “Car Parking Multiplayer”, which suggests a taste and market that extend beyond mainstream action games. In Oceania, “Call of Duty: Mobile Season 1” and “Roblox” top the charts, again pointing to a preference for strategy and action-packed gameplay.

In the Casual genre – which has seen the biggest growth in engagement over the year – the top spots by time spent are taken by established publishers like Outfit7 Limited with its “My Talking Tom” and “My Talking Angela” series, King with “Candy Crush”, and Playrix with “Homescapes” and “Gardenscapes”.

That’s just scratching the surface of the engagement data from the Mobile Games Index 2024 – the full version goes in-depth with extensive top lists by genre and region, allowing analysis of the preferences of all global audiences.

Time spent by region

Source: adjoe

Engagement trends by region – European players in the lead

The engagement patterns over the year reveal clear-cut trends of player preferences across the regions that are waiting to be used for precise UA and monetization strategies.

As the industry as a whole experiences an uplift in user activity, Europe leads in daily engagement, with players averaging 23.2 minutes on mobile games. The main driver for playtime in Europe was Adventure games, catering to the region’s high entertainment standards with engaging storytelling and deeper gaming experiences.

The dark horse of the report, the region of Oceania, is experiencing a rapid increase in engagement, with the highest climb in daily usage rates among all regions – 35% – now at 22.6 minutes per day. This substantial growth positions Oceania as an emerging market – still small, but with clear potential that could strengthen your app growth strategy. Developers and marketers should view these statistics as a promising trend and a green light for expansion.

In contrast, Latin America shows the most modest growth at 8% since last year, with an average engagement time of 18.6 minutes per day. While this increase might seem less dramatic, it suggests a market that may benefit from mobile games designed for shorter, more casual play sessions.

Changes in engagement across different demographics

The engagement trends through different demographics have changed drastically since last year.

Generally, the casual genre shows the most growth across all age groups at +41%. Adventure and board games recorded the longest average daily sessions – 26 and 25 minutes, respectively.

The 40-49 age group has emerged as the most active globally, with their engagement time increasing by 33% since last year to an average of 23 minutes per day. This age group’s preference is for Card, Board, and Casual games.

On the other hand, the previously dominant younger demographic of 0-to-19-year-olds has taken a 180-turn, performing the shortest daily mobile gaming time among all ages at 20.6 minutes on average.

If the attention of the youngest players is fleeting from mobile gaming, this finding might indicate that game developers and UA specialists may need to explore new marketing tactics or even gaming formats to recapture the engagement of the under-twenties.

What hasn’t changed over time is women’s lead in gaming engagement – it’s continuously higher than men’s, now at 21.4 minutes daily. Women have demonstrated a higher average daily usage across most genres, particularly leading in Adventure, Board, and Card games. Conversely, men have shown a preference for Strategy and Action games.

The global mobile game market is expanding

The global mobile gaming market is still on a trajectory of growth, projected to expand from $166.1 billion in 2024 to $227.0 billion by 2028, marking a compound annual growth rate of 7.28%.

Interestingly enough, the card genre is experiencing the most rapid growth, with its market size expected to nearly double by 2028, compounding an explosive 13.8% CAGR – providing ample room for experimenting and launching new projects in the genre. Similarly, board and puzzle games are also set to see major growth – the evidence is right in the MGI 2024, which suggests these genres are driving some of the biggest engagement across regions.

The MGI 2024 clearly underscores that genre preferences vary from region to region – from RPGs in Asia to Strategy and Casual games in North America – highlighting the need for targeted marketing and game development strategies. With these insights, it is now possible to capitalize on specific market dynamics and tailor offerings to meet the preferences of global audiences.

How will you adapt your strategy?

Now that the insights are out, it’s up to you how to take action. The complete report goes granular allowing you to benchmark your projects against the expectations of each genre’s players and the best-performing titles across geos.

Data is power, and these insights can be the competitive edge you need to win over the desired audiences.

Access the full Mobile Games Index 2024 report for free here.

The post adjoe launches Mobile Games Index ‘24: 40-49 age group leads engagement appeared first on Business of Apps.

Remerge and Verve Group are among the first mobile DSP/SSP partnerships to work with Google on building and testing the Android Privacy Sandbox.

The companies came together to explore the integration of the Privacy Sandbox in real-world use cases, using Remerge’s demand-side platform (DSP) capabilities and Verve Group’s on-device SDK.

Running a successful “bidding proof of concept” test

Explaining how the test worked, Luckey Harpley, Remerge’s Staff Product Manager, said:

“We set up a test in the form of an on-device, single seller, single buyer auction using the Sandbox’s Protected Audience API (PaAPI). With an emulated device and Verve Group’s test app and SDK, we joined the device to a Remerge custom audience via custom audience delegation. Verve Group initiated an auction which Remerge won, allowing us to successfully render a banner ad via Verve Group’s SDK.”

Gaylord Zach, Head of Mobile Product at Verve Group, added:

“We also initiated efforts to address ‘frequency capping’ within PaAPI. The absence of advertising IDs presents a challenge for implementing frequency capping on the buy side, as actual user information is unavailable – so frequency capping will be transitioned to the device level to ensure effective control and management of ad exposure.”

Positive signs for the Android Privacy Sandbox rollout

The test marks a major milestone in the Android Privacy Sandbox rollout and highlights the progress industry players are making:

“This is great validation for all parties involved”, said Luckey. “Not only does it prove that our products work, but it shows that the Privacy Sandbox’s APIs are working too – which is evidence that in-app retargeting will continue to thrive in the privacy-first era.”

Gaylord stated:

 “For us, the test symbolizes a collaborative effort towards innovation, privacy, and industry progress. The successful execution of these tests demonstrates the feasibility of integrating Privacy Sandbox technologies into real-world applications.”

Check out the full interview for more insights

Read the full interview with Remerge and Verve to learn more about their progress with on-device bidding, and get industry perspectives from both the sell side and buy side.

The post Remerge and Verve Group pioneer on-device bidding for Android Privacy Sandbox appeared first on Business of Apps.

In an exciting development for mindfulness and technology enthusiasts, Moonly, a popular app known for blending psychology, spiritual practices, and the lunar calendar, has unveiled a significant update that is set to revolutionize the way users interpret their dreams. This latest feature, a cutting-edge online dream dictionary, employs artificial intelligence (AI) to provide users with immediate psychological insights into their dreams.

The app, which boasts over 6 million downloads, now allows users to input their dreams into a designated field and receive a detailed interpretation within seconds. Each interpretation is not only text-based but is also accompanied by a unique image that visually represents the dream, enhancing the user experience. This innovative use of AI in dream analysis is powered by ChatGPT for text generation and the Stable Diffusion model for image creation. These technologies work together to analyze dreams following the psychoanalytic approach pioneered by Sigmund Freud, offering users a modern twist on traditional dream interpretation methods.

Moonly’s founder, Vitaliy Urban, emphasized the app’s mission to aid in personal development and self-awareness through the new feature. “The implementation of artificial intelligence in Moonly allows users to gain insights into the meaning of their dreams immediately upon waking up,” Urban stated, highlighting the convenience and depth of understanding that the app aims to provide its users.

The dream interpretation feature, named “The Dreamer,” is readily accessible on the app’s home screen under the Calendar section. Users are allowed one interpretation per day, with the feature resetting at 12pm. Although currently exclusive to iOS users, an Android version is expected to be released soon. The free version of the app permits up to two dream interpretations, with additional usage available through a paid subscription.

The post Moonly for iPhone updated with AI dream interpretation appeared first on Business of Apps.

As we navigate the evolving landscape of the app industry, the need for innovation, strategic insight and community has never been more crucial. That’s why we would love to invite you to join us at App Promotion Summit London on April 25th.

This year, we will explore the themes that are supercharging a new wave of app growth and enabling apps to grow and scale in the new app environment:

Unleashing AI for App Marketing: Step into the future with AI-driven marketing strategies, leveraging predictive analytics and data-driven insights to revolutionize user engagement and drive significant growth.

Improving Retention: Find out how to create that brand loyalty and increase retention rates by monitoring user behaviour, adapting quickly and cultivating long-lasting relationships with your customers.

Driving Product-led Growth: Discover how leveraging the unique features of your mobile offerings can naturally attract, activate and retain a sophisticated user base through outstanding experiences and seamless onboarding processes.

SKAN 4.0 Enabled User Acquisition: As we anticipate the arrival of SKAN 5.0, gain clarity on navigating the complexities of the current landscape, optimizing acquisition strategies within the SKAN 4.0 framework to ensure precise attribution while respecting user privacy.

Subscription Business Models: Gain insights into the dynamic subscription-based app market, exploring effective tactics for acquisition, retention, innovative pricing structures and maximizing customer lifetime value.

New Channels: Explore new marketing channels, from Connected TV (CTV) and Web2App advertising to leveraging Out-of-Home (OOH) advertising, to maintain a competitive advantage.

Why join us?

• Network with top-tier industry professionals and peers
• Gain insights from leading app growth experts and product leaders
• Make connections with potential partners and innovative service providers

Secure your spot here.

For every ticket registered, we will plant a tree.

The post Explore the 6 themes driving app growth in 2024 appeared first on Business of Apps.

Digital Turbine and Apptopia today announced the launch of the BRAG Index IV, pivoting the Index’s scope to focus specifically on the “Brands in Games” (B.I.G.) opportunity. The B.I.G. BRAG Index marks a pivotal moment for brand advertisers seeking to capitalize on the explosive growth and untapped potential of mobile gaming.

With leading publications heralding mobile gaming as a pivotal advertising frontier for 2024, the B.I.G. BRAG Index lists the brands consumed more by gamers than the general population. This fills a crucial void by identifying who is poised to harness this dynamic platform across various brand categories and game genres.

From Airlines to QSRs, Brick-and-Mortar Retailers to Beauty & Cosmetics, the B.I.G. BRAG Index IV highlights over 100 brands with untapped advertising potential in mobile games. Whether targeting fitness enthusiasts, adventure seekers, or beauty aficionados, the index offers invaluable insights for crafting tailored marketing campaigns in 2024.

The B.I.G. BRAG Index is based on a survey of 1,200 U.S. mobile gaming consumers’ brand interest and purchase intent in Q4 of 2023. From these responses, the following interests and brands were found to be the most over-indexed by players of the four most popular categories of mobile games—Puzzle, Word, Card, and Action:

• Word Gamers show an affinity for fitness and travel, with top brands including Red Bull, Delta Airlines, and Panera Bread.
• Puzzle Gamers gravitate towards beauty and adventure, favoring brands like Aveeno, Travelocity, and Lululemon.
• Card Gamers exhibit a penchant for beauty and DIY projects, embracing brands such as Tarte Cosmetics, Ace Hardware, and SHEIN.
• Action Gamers also love action offline, enjoying adventure sports and outdoor activities, aligning with brands like Jordan, Levi’s, and Travelocity.

Jon Hudson, VP of Global Sales at Digital Turbine, remarked: “The B.I.G. BRAG Index is an indispensable resource for brand advertisers navigating the ever-evolving landscape of mobile marketing. Armed with comprehensive insights from the B.I.G. BRAG Index, advertisers across all brand categories can seize untapped opportunities and unlock the full potential of mobile gaming in their 2024 marketing strategies.”

Mobile gaming presents an unparalleled opportunity for brands to connect with consumers at scale. With over 150 million players in the USA alone, mobile gaming boasts a larger audience than top social platforms like Instagram and TikTok combined. US consumers spend an average of 28 minutes daily immersed in mobile games, surpassing engagement on any social platform except YouTube.

The B.I.G. BRAG Index also reveals the profound impact of in-game advertising, which averages up to 22 seconds of attention—nearly ten times the engagement of popular social media platforms. Moreover, mobile gaming offers advertisers access to a unique audience segment, with 21% of mobile gamers eluding traditional social media outreach efforts.

Despite this staggering appeal, brand advertisers have been slow to capitalize on the mobile gaming phenomenon. While nearly 11% of app usage occurs within mobile games, advertising spending in this space languishes at less than 4% of total ad spend.

Download the full report here.

The post Digital Turbine’s new report highlights brands’ with “BIG” opportunities in mobile games appeared first on Business of Apps.

Welcome to the February edition of App Charts: Risers and Fallers where we detail three winners and three losers on app downloads. Data for this series was provided by AppMagic.

Risers

X (Twitter) +20

Microblogging app X doubled its monthly downloads in February, from 11 million to 23 million. There isn’t a definite reason as to the surge in downloads, although Super Bowl LVIII, the Grammy Awards, Africa Cup of Nations and Asia Cup all happened last month.

Microsoft Copilot +602

Microsoft Copilot doubled in monthly downloads, primarily through Microsoft promoting Copilot in Windows and its cross functionality on Android and iOS. It was downloaded 8.2 million times in February.

BHIM UPI +516

The UPI app provided by the National Payments Corporation of India saw its downloads almost quadruple in February, with most of the surge coming from worried Paytm customers. The Indian Enforcement Directorate opened an investigation into Paytm for foreign exchange violations, and barred Paytm from onboarding new customers to its banking app.

Top 10 apps by downloads and consumer spending February 2024

Fallers

Bing -185

Bing monthly downloads halved in February, dropping to five million. Possibly a bit of disinterest or fatigue with the search engine, following its 1933% surge in annual downloads in 2023 after adding ChatGPT to its search.

Paytm -237

Even though Paytm’s main app is not under investigation, the taint of Paytm Payments Bank has led to a slowdown in downloads for the main app. It was downloaded 4.5 million times in February, its lowest monthly downloads since May 2021.

Peacock -692

In the crowded US video streaming market, Peacock is struggling to generate the same amount of buzz as the titans of the streaming world. It still holds seven percent market share in the US streaming market, behind five streaming services.

Want to track the top apps and games by downloads and consumer spending? Check out our App Rankings page

The post App Charts: Risers and Fallers (February 2024) appeared first on Business of Apps.

Adsterra is happy to announce its Sports Marathon. As a top traffic source for iGaming campaigns, Adsterra gives advertisers an opportunity to earn enhanced cashback for their ad campaigns targeting selected GEOs.

Sports season is gaining momentum, and avid sports fans are eagerly waiting for their favourite teams and players to shine on the podiums. It’s a great time for advertisers to promote their campaigns, as the traffic numbers typically soar during tournaments and championships.

Here’s a real quick fact file about Adsterra Sports Marathon:

• Who can join: all Adsterra advertisers (new and active ones)
• Dates to run ad campaigns: February 10 – March 10, 2024
• GEOs to buy traffic from: the USA (US), Brazil (BR), Mexico (MX), the UK (GB), India (IN) or South Africa (ZA)
• Pricing models: CPM or CPC (prepay only)
• Best verticals to advertise: iGaming, VPN, Utility, Subscriptions (other offers are also welcome)

Tips to make a good campaign

With such a variety of sports events unfolding, it may be hard to choose the ones that are really worth considering for campaigns. Hence, Adsterra has carefully chosen matches and fights that consistently attract high-intent audiences, leading to increased traffic and conversions on publishers’ websites. The table below shows select events that are bound to bring traffic to respective GEOs.

Adsterra Sports Marathon calendar

Source: Adsterra

Marathon registration

Registration is open at any time during the marathon, as well as all participants’ activities will contribute to calculating their rewards. However, registration is a mandatory condition for participation. Full details here.

The post Adsterra launches Sports Marathon for advertisers appeared first on Business of Apps.

Welcome to another Wednesday and another edition of App Engagement Weekly!

In this edition, we’re charting a course through the ever-shifting currents of app engagement, offering insights and strategies to steer your app towards long-term success.

From deciphering activation benchmarks to crafting compelling reactivation email campaigns, I am poised to uncover the keys to sustained user engagement. And with user privacy taking center stage with Apple’s Privacy Manifests, we’ll navigate the choppy waters of data protection and its impact on customer engagement.

So, join me as we embark on a journey filled with insights, strategies, and actionable tips designed to elevate your app’s performance and secure its success in the year ahead. Let’s dive deep and uncover the secrets driving app engagement excellence in February 2024!

Mobile lifecycle benchmark: Activation

Curious about what unfolds after users tap that “Download” button? Dive into Airship’s latest benchmark report unveiling the Activation phase of the user lifecycle. Gain insights into industry-specific benchmarks, characteristics of top performers, and actionable strategies for enhancing activation rates.

Attention, Retention! 2023 App retention benchmarks report

In today’s fast-paced app world, retaining users is crucial. The latest insights from AppsFlyer reveal key trends and strategies for keeping users engaged. From the pandemic’s impact to privacy changes, you’ve got everything you need. Ready to boost your app’s retention rate? Let’s dive in!

Apple’s Privacy Manifests: What they mean for user privacy and customer engagement

In the realm of data privacy, a seismic shift is underway. From GDPR to CCPA, regulations and user expectations are reshaping engagement. Tech titans like Apple and Google are leading the charge with features such as Hide My Email and cookie deprecation. Now, Apple’s Privacy Manifests promise to give users more control over app data sharing. So, let’s find out together what Privacy Manifests mean for your customer engagement efforts.

Reactivation email campaigns: Strategies for bringing dormant users back to your app

Ever felt like your users slipped through the cracks? If you have, you’re not alone. Time to find out how email can salvage those relationships. Discover segmentation secrets, personalized messaging tips, and more to win back your dormant users. It’s not goodbye, it’s see you later!

Increasing retention with the NCAM framework

Learn more about the NCAM framework (freshly coined, so you know it’s hot ) and how it can be leveraged to increase W4 retention by 10%.

App Engagement Buyer's Guide

Download our App Engagement Buyer’s Guide, covering all the trends, strategies, and metrics you need to know to ace app engagement in 2025.

App Engagement Titbits

• [GUIDE] App market trends and predictions for 2024
• [VIDEO] Mastering LTV and its prediction
• [PODCAST] Boosting user engagement and app retention
• 2024 Guide to mobile loyalty program: A Customer-centric approach
• Top 2024 mobile marketing KPIs you should be tracking

If you enjoyed what you just read, sign up here to have the App Engagement Monthly email beamed directly to your inbox every second Wednesday of the month. And don’t forget to share with friends and colleagues.

The post February App Engagement Roundup: Retention benchmarks, user privacy, and reactivation appeared first on Business of Apps.

Mobile marketing platform Gamelight is set to achieve an impressive $1 billion annual revenue in 2024, just one year after its launch. The secret to Gamelight’s success lies in the award-winning AI algorithm, which revolutionizes the way mobile marketing campaigns are being executed.

Gamelight’s co-founder Günay Aliyeva shares: “How did we achieve this? We built a hyper-effective AI algorithm that reaches partner goals without any human intervention, skipping months of manual optimizations. This helps game publishers achieve x4-5 times higher ARPU and scale massively within the shortest time.”

The platform utilizes data points for actionable insights and is optimized to:

• Utilize ML and execute precise AI targeting
• Enhance user engagement and retention
• Drive high long-term ROAS and ARPU

By leveraging its extensive user base across 10 self-published game recommendation platforms, the platform consistently manages to deliver high-quality users to top-grossing mobile game publishers worldwide. Within its first year, Gamelight had already become one of the largest game recommendation platforms in North America, Europe, Australia, Japan, and South Korea.

Gamelight is proud to have hit multiple impressive milestones:

• Covering 12% of ad spend of all Match-3 games globally according to the Singular market overview
• Being ranked as the TOP 3 advertising source on the AppsFlyers Index across multiple game verticals and regions
• And being awarded the “Best AI Tool” and “Best Mobile Marketing Platform” titles from multiple organizations

Co-founder Florian Elmies shares what more is coming for Gamelight in 2024: “The upcoming projects that we are working on will revolutionize mobile advertising as a whole, making it more fun for users and more lucrative for advertisers. I am talking about completely new things that have not been seen before. More on that in the upcoming months!”

To sum up, Gamelight is set to reach $1 billion in revenues in 2024, only one year after its debut, because of the cutting-edge AI algorithm. The platform has quickly made a dent in the mobile marketing landscape, providing game developers with a unique strategy to engage users and drive revenue growth. In 2024, Gamelight promises to keep delivering exceptional results, surpassing industry standards and reshaping conventional norms in mobile marketing.

The post Gamelight set to reach $1 billion annual revenue in 2024 appeared first on Business of Apps.

AdMaven is shaking up the affiliate marketing game by launching its new tool: Content Locker. This ingenious solution unlocks the hidden potential within your content to capture more leads and drive higher engagement.

Integrated directly into the AdMaven platform, Content Locker temporarily restricts access to content until users complete a desired action, such as submitting their email address or participating in a promotion.

AdMaven’s senior management reaffirms that Content Locker aligns with their commitment to innovation and excellence: “Content Locker empowers our partners to achieve new heights in terms of user engagement and revenue generation.”

The power behind Content Locker

Content Locker checks every box for a top-tier affiliate marketing solution by offering an integrated link shortener and user-friendly design.

Here’s why:

• Versatility across content types: Whether it’s multimedia or downloadable resources, Content Locker is compatible with various content formats.
• Integrated link shortener: Simplifies content sharing while capturing valuable user data, which is crucial for crafting targeted marketing strategies.
• Exceptional user experience: Content Locker turns passive browsing into an active experience, increasing conversion rates.

Content Locker unlocks the true profit potential hidden within your content by turning passive readers into active, high-value leads.

Getting started with AdMaven’s Content Locker is simple:

• Step 1: Shorten links with the integrated tool and share them across channels.
• Step 2: Users who click links must complete a task before unlocking content.
• Step 3: Get paid according to user performance and new traffic.

Want to see how simple it is to use Content Locker? Read our recent blog that talks about Telegram monetization.

The innovation continues

The launch of Content Locker kicks off an exciting new era of innovation at AdMaven.

Continually pushing the boundaries of marketing technology, AdMaven empowers publishers and affiliates with tools to tap into buyer psychology to incentivize engagement over passive consumption.

Try Content Locker now!

The post AdMaven launches Content Locker appeared first on Business of Apps.

This shall be my last post for BusinessofApps. After a decade of sharing insights, trends, and stories from the world of mobile apps, it comes with a mix of gratitude and sadness. If the app world teaches us anything, it’s that things move incredibly fast. So in the spirit of dynamic shifts, let me leave you with an overview of the top trends of 2023.

In 2023, the mobile app industry faced a range of challenges and opportunities that shaped its trajectory. From a decline in app install ad spending to the resurgence of iOS non-organic installs, here’s AppsFlyer’s  overview of the top five predictions that defined the year:

1. App install ad spend declines by 6% to reach $82 billion

The global economic downturn cast a shadow over mobile app user acquisition budgets in 2023, resulting in a 6% year-over-year decline to a total of $82 billion worldwide. Interestingly, this decline was more pronounced for Android, with a 10% decrease, while iOS experienced a 2% growth.

Share of non-gaming app install ad spend trend and % change by category

Source: AppsFlyer

2. iOS non-organic installs rebound with a 9% YoY increase

After enduring a 15% drop in iOS non-organic installs (NOI) in 2022, compared to the previous year, 2023 witnessed an impressive rebound. NOI experienced a 9% year-over-year increase, outpacing Android’s modest 3% growth. This resurgence can be attributed to a 10% reduction in media costs on iOS, along with improved adaptability among marketers and ad networks to the changes brought about by ATT and SKAdNetwork.

3. Total app downloads increase by a modest 2% in 2023

While 2022 saw a robust 10% rise in total app downloads, 2023 experienced a more subdued 2% increase. This slowdown was primarily due to a 4% decline in non-gaming Android apps, driven by declines in India, Indonesia, and Brazil. However, Android gaming installations increased by 6%, and iOS non-gaming installs grew by 7%.

YoY % change in total app installs by country

Source: AppsFlyer

4. In-app purchase revenue thrives in both gaming and non-gaming apps

In-app purchases (IAPs) made a strong comeback in gaming apps, registering an 11% increase in 2023. This resurgence was driven by gains in casino and casual games, while midcore games saw slight declines. In the realm of in-app advertising (IAA) revenue in gaming, there was a 4% year-over-year increase, primarily driven by casual games.

YoY % change in revenue from in-app purchases and in-app advertising among gaming apps

Source: AppsFlyer

Among non-gaming apps, IAP consumer spending surged by an impressive 19% year-over-year. Travel, food & drink, utility & productivity, and lifestyle apps led the charge in this growth. Subscription revenue also soared, jumping 30% in 2023, emerging as a key revenue stream for non-gaming apps.

5. Android remarketing conversions decline by 9% YoY

Remarketing faced headwinds in 2023, particularly on the Android platform, where conversions dropped by 9% year-on-year. This decline was closely linked to the decrease in app install ad spend due to the economic downturn. While India and Brazil experienced declines, the United States witnessed an uptick in remarketing activity, particularly in entertainment, finance, and food & drink apps.

Looking toward the future, the state of the global economy will play a pivotal role in budget allocation for app install ad spending in 2024. Encouragingly, economic parameters like GDP growth, inflation, and market performance are showing improvement, fostering cautious optimism for increased budgets.

The digital marketing industry also continues to grapple with privacy-driven challenges following iOS 14.5. With Android’s Privacy Sandbox and Chrome’s cookie deprecation on the horizon, marketers will need to adapt to a shifting landscape.

The integration of AI will undoubtedly disrupt many industries. And such changes may be disruptive and aren’t always going to be positive.

Stay tuned and keep watching this space. And as always: thanks for reading!

The post The key data trends shaping the app industry in 2023 appeared first on Business of Apps.

When it comes to in-app audio advertising, research conducted by Odeeo, an Israel-based in-game audio ad platform, found that more than 90% of audio ads manage to capture gamers’ attention without being skipped. This percentage jumps even higher, exceeding 95%, when it comes to shorter ads. Let’s take a look.

First ads have the highest click-through rates

Based on an analysis of 75 million ad impressions and a collaboration with 400 game partners, these findings shed light on optimal audio ad lengths, volumes, and other critical factors.

Unlike some other forms of advertising that can disrupt the user experience, in-app audio ads can be seamlessly integrated into the app’s content. This allows advertisers to reach their target audience without causing irritation or disruption.

Odeeo’s approach to audio ads is designed to maintain uninterrupted gameplay, presenting players with non-intrusive ads in the form of clickable icons that do not take over the screen.

The research highlights a fascinating trend: the first ad encountered by players boasts the highest click-through rate, with a mere 6% skip rate. This emphasises the significance of a brand’s ad being the first to appear, although it’s not the sole determinant of success.

Time to realising it’s an ad

Source: Odeeo

Turning up the volume

The research also indicates that a majority of mobile gamers prefer to have their volume settings above the standard 10% mark during gameplay. Surprisingly, click-through rates on ads actually increased as players’ volume settings went higher, peaking at 60% before stabilising.

In addition to volume considerations, shorter ads demonstrated greater success, experiencing fewer skips and higher engagement. This trend suggests that shorter ad formats are often more effective in most advertising scenarios.

Odeeo CEO Amit Monheit commented on these findings, saying: “Over the past few years, we’ve had the privilege to run thousands of campaigns for major advertisers all around the world. As our offering has started to mature, we’re now able to quantify the impact of different drivers of ad performance at scale, and it’s exciting to share these insights with our partners.”

Odeeo has established its presence across the Middle East, Europe, and the Americas, gaining a reputation for in-game advertising that seamlessly integrates with gameplay.

Key takeaways

• Over 90% of audio ads in apps capture gamers’ attention, rising to over 95% for shorter ads.
• The first ad encountered by players achieves the highest click-through rate, emphasizing its importance.
• Gamers prefer higher volume settings, with click-through rates peaking at 60%, especially with shorter ads.

The post Over 90% of app gamers engage with in-app audio ads appeared first on Business of Apps.

For many years, app stores were the go-to places for finding, selling, and making money from apps. But today, game and content creators want more flexibility and options. They’re looking for ways to sell their content in a more versatile manner that can reach a broader audience while giving them direct feedback from customers. New research from content monetisation solutions expert Coda and Niko Partners sheds light on what’s happening.

Out-of-app monetisation

The report highlights the increasing importance of digital distribution and monetisation methods for mobile game publishers. To meet growing demand, developers are turning to different approaches.

One is first-party web stores, where creators sell directly on their own websites. Another is third-party web stores, where they team up with other online marketplaces. These new methods are not only cheaper than using traditional app stores but also open up exciting opportunities to make money outside of those familiar platforms.

The report also points out the growing trend of out-of-app monetisation, particularly through web stores. This trend is gaining traction in regions with limited credit card access, such as Southeast Asia, which accounts for 21% of global mobile game revenue. In certain markets, like China, third-party distribution contributes to 53% of app monetisation.

“Out-of-app monetisation helps to unlock revenue in markets where gamers have different options compared to Western markets, from alternative payment methods to tighter budgets for game spending,” said Lisa Hanson, President and CEO of Niko Partners.

Web and alternative app stores

Source: Coda

Adapting payment methods

Recognising the diverse payment options in various markets, the report emphasises the importance of adapting payment methods, including e-wallets and phone carrier billing. In Asia, first and third-party web stores have been the norm for over a decade.

With the Southeast Asian games market generating $5.8 billion in revenue in 2023 and expected growth, Coda plans to expand its global reach through partnerships with publishers. The report predicts an increase in mobile gamers from 286 million in 2023 to 326 million in 2027.

Despite challenges posed by a significant “unbanked” adult population, around 40-50%, and over 100 payment methods and providers, the report advocates for diverse payment options. Collaboration with partners who have local expertise, diverse marketing channels, and influencer networks is highlighted to unlock the potential of Southeast Asian markets.

How out-of-app monetisation works

Source: Coda

To make the most of this chance, it’s vital to create a campaign that convinces users to start shopping on a web store.

At the same time, gamers also win when they buy things outside of the app because publishers offer them enticing incentives. These perks can include exclusive bonuses, one-of-a-kind in-game items, cashback deals, special promo codes, and more – all designed to make customers more engaged and excited about their purchases.

Key takeaways

• Publishers are adopting web stores to diversify revenue streams, reflecting a shift away from traditional app stores.
• Web stores are gaining traction, particularly in regions like Southeast Asia, responsible for 21% of global mobile game revenue.
• To succeed, publishers must adapt to diverse payment options, with Southeast Asia’s games market predicted to grow from 286 million to 326 million mobile gamers by 2027. Collaboration with local experts and influencers is crucial.

The post Out-of-app monetisation and new payment methods are emerging trends appeared first on Business of Apps.

TikTok has just become the first non-gaming app to rake in an impressive $10 billion in consumer spending, as reported by data.ai. This year, the app has crossed the $1 billion mark for earnings during Q1 to reach $10 billion by the end of the year.

TikTok joins rank of highest-grossing apps

TikTok joins an exclusive club of top-grossing mobile apps, including Candy Crush Saga, Honor of Kings, Monster Strike, and Clash of Clans, all of whom have also crossed the $10 billion revenue milestone.

What’s all the more noteworthy is TikTok’s growth story, with a remarkable 61% increase in consumer spending throughout 2023, surpassing its 2022 earnings by a whopping 15%. Impressively, TikTok even outshone heavyweights like Tinder and YouTube, maintaining a substantial lead of $2 to $3 billion in revenue.

Source: data.ai

The boom in revenues is driven by the US and iOS users in China, both contributing around 30% each, forming a substantial 60% chunk of the app’s total earnings. Notable contributors to TikTok’s coffers also include Saudi Arabia, Germany, the United Kingdom, and Japan, collectively chipping in about 13% of the app’s in-app purchase revenue.

The secret sauce behind TikTok’s financial success?

It’s none other than TikTok coins, a virtual currency. Users opt for one-time in-app purchases, with the popular 1,321 coins bundle at $19.99 leading the way, constituting a whopping quarter of the app’s IAP revenue. These coins are used by users to lavish virtual gifts on content creators, fostering a vibrant ecosystem of digital giving.

Looking forward, TikTok’s financial future appears brighter than ever, with a projected $15 billion in consumer spending expected in 2024. This forecast, coupled with TikTok’s diversified revenue streams, including in-app advertising and the recent addition of TikTok Shop for eCommerce, firmly positions TikTok as a frontrunner in the race to become the world’s highest-earning mobile app.

Source: data.ai

According to Lexi Sydow, Head of Insights at data.ai, “TikTok’s extraordinary success is set to scale new heights, inching closer to the $15 billion milestone in 2024. The app’s innovative monetisation strategies and user engagement showcase its potential to outshine even the most lucrative mobile games, establishing a new industry standard.”

Key takeaways

• TikTok joins elite club: Becomes first non-gaming app to hit $10 billion in consumer spending
• TikTok coins fuel growth: Virtual currency, virtual gifting, and diverse revenue streams contribute to success
• Bright future ahead: Projected $15 billion consumer spending in 2024 cements TikTok’s lead in mobile app earnings

The post TikTok achieves $10 billion in consumer spending appeared first on Business of Apps.

Chinese app developers are not only thriving internationally but also reshaping the global app ecosystem. Based on new data from Adjust, Chinese-developed apps are making significant inroads into various countries. Let’s dive in!

India Emerges as Key Market for Chinese Export Apps

While India wasn’t traditionally considered a dominant market for Chinese export apps, recent data highlights its significant presence. In 2023, India stood out with an impressive 50% availability rate for Chinese apps, signalling a growing appetite for these offerings among Indian users.

Chinese apps availability overseas

Source: Adjust

Kenya’s Share in Chinese Entertainment Apps

In the same year, Kenya claimed a noteworthy share of the Chinese entertainment app market, with a 33% installation rate. This suggests a substantial user base in Kenya engaging with Chinese entertainment content.

India’s Remarkable Hold on Chinese E-commerce Apps

India made an even more remarkable impact in the realm of Chinese e-commerce apps, securing a remarkable 72% share of installations in 2023. This underscores India’s growing role in the global e-commerce landscape and its embrace of Chinese platforms.

Chinese e-commerce app install share by country 2023

Source: Adjust

Rapid App Session Growth in Emerging Markets

The global app landscape is witnessing a surge in overall app session growth, surpassing the rate of app installations in several regions, including INSEA (India, Southeast Asia), LATAM (Latin America), and MENAT (Middle East, North Africa, and Turkey). This trend reflects the increasing engagement of users with existing apps, indicating a maturing user base.

App installs and sessions

Source: Adjust

Explosive Growth in Casino Gaming Apps in Brazil

Brazil experienced a notable spike in casino gaming app installations in Q3 2023, with a staggering 168% year-over-year increase. This surge suggests a growing interest in casino gaming within the Brazilian market, presenting opportunities for developers and operators.

These developments demonstrate the dynamic nature of the global app ecosystem, with emerging markets like India and Kenya playing pivotal roles in shaping the preferences and trends in app usage.

Key takeaways

• India emerges as a significant market for Chinese export apps with a remarkable 50% availability rate in 2023.
• Kenya establishes a notable presence in the Chinese entertainment app market, boasting a 33% installation rate.
• India’s dominance extends to Chinese e-commerce apps, capturing a remarkable 72% share of installations in 2023.

The post Chinese aps are reshaping the global market appeared first on Business of Apps.

Generative AI start-up, Titan AI, has just secured over $500,000 in pre-seed funding, led by Berkeley SkyDeck. This investment underscores the growing interest in generative AI, particularly within the gaming industry.

Cheaper mobile game development

Creating mobile games can be a costly endeavour, with some projects exceeding $250,000. Titan AI has devised an innovative approach to this challenge.

The company is a generative AI gaming company that aims to streamline the production of 2D and 3D content for games, reducing both cost and development time.

Leveraging image generators like Stable Diffusion and DALL-E, the company crafts 2D graphics. It then employs proprietary technology to seamlessly integrate these elements with 3D models. Furthermore, Titan AI is actively training its AI to design game levels of varying difficulty, ranging from easy to hard, a task that typically demands significant human effort.

The studio’s primary objective is to create more inclusive gaming experiences, addressing underrepresentation in the gaming world.

Three prototypes in the making

One of Titan AI’s inaugural games, “Aztec Spirit Run,” challenges the prevailing trend by featuring a protagonist racing against Conquistadores to protect the temple’s treasure, offering a fresh perspective on Mesoamerican culture.

In addition to “Aztec Spirit Run,” Titan AI has introduced three other game prototypes: “KPop Dream Run,” “Reptile Dream Run,” and “Holy Bible Run: Jesus Miracles.”

While the runner game template may seem familiar, Titan AI brings its generative AI prowess to the table, offering hundreds of in-game character customisation options, including outfits and tattoos. Future plans involve enabling characters to run faster and collect more items, such as golden skulls.

Titan AI’s decision to pursue endless runner games aligns with research indicating that many underrepresented players enjoy this genre. However, the company remains open to exploring other possibilities within generative AI gaming, such as allowing players to design their own in-game avatars from scratch.

To ensure accessibility for underserved audiences, Titan AI has made all its games free to play, generating revenue through in-app advertisements and paid features.

According to co-founder Fabien-Pierre Nicolas, Titan AI’s funding round signifies “a story of hope and optimism in the current ‘doom and gloom’ in the gaming industry: a new studio raising money with a positive mission for the world”.

Key takeaways

• Titan AI secures $500,000 in pre-seed funding, highlighting the rise of generative AI in gaming.
• Titan AI aims to reduce mobile game development costs and time by harnessing generative AI for 2D and 3D content.
• The studio’s inclusive approach challenges gaming norms, offering unique game prototypes and customization options for underrepresented players.

The post Titan AI secures $500,000 in pre-seed funding for gaming app development using generative AI appeared first on Business of Apps.

While social media is not playing a dominant role in online shopping in Western markets (yet), a new study shows that it has caught on in the UAE. Let’s explore.

Social media usage

According to the RetailX Middle East Ecommerce Region 2023 report, many people in the Middle East use social media, with Qatar having nearly 98% of its population on at least one platform.

TikTok is gaining popularity rapidly, while Facebook and Instagram’s reach for advertisers is declining.

In Turkey, TikTok ads reach about 75% of the population, and Facebook has around 32.8 million users. However, Facebook’s advertising reach dropped by 4.7% in 2022-2023, while TikTok’s increased by 12.4%.

Countries with fastest mobile and app shopping growth

Source: RetailX

In the UAE, people are active on social media, spending almost three hours a day. They use it to research products, with 79% looking for brands or things to buy. UAE consumers are also into social commerce, with 59% saying they’ve purchased through social media in the past year.

Growing social commerce

Social commerce is expected to grow as more people shop online, especially using mobile devices. The market is predicted to increase by 35% in 2023, reaching $1,338 million in Saudi Arabia alone. New players like live streaming platforms are entering the market, trying to attract retailers, brands, and shoppers.

Shopping devices

Source: RetailX

One such platform is Hoods, which combines shopping and entertainment. Content creators can tag products, turning them into shoppable links within videos. This trend is driven by younger generations who seek entertainment and interaction in their online shopping experiences.

Customer services are also using social media, with brands using chatbots and platforms like WhatsApp to handle customer inquiries efficiently.

Key takeaways

• In the UAE, social media is a dominant force in online shopping, with nearly three hours spent daily. 79% use it for product research, and 59% have made purchases via social platforms
• TikTok is rapidly gaining popularity, with ads reaching 75% of the Turkish population. Facebook’s advertising reach has declined by 4.7% in 2022-2023
• Social commerce is on the rise, with a projected 35% growth in 2023, reaching $1,338 million in Saudi Arabia alone. Innovative platforms like Hoods are combining shopping and entertainment to cater to younger generations. Customer service is also leveraging social media for efficient inquiries

The post Shopping on social apps is on the rise in the UAE appeared first on Business of Apps.

Adsterra is bringing a new game-changer to the stack of its famous Social Bar format: Interstitials are available for Self-Serve Platform advertisers!

Interstitials used to be a privilege for managed accounts, but even so they reached an impressive  50% of ad demand among Social Bar users. Now, they’re not just an exclusive feature anymore: they are ready for action by all the savvy advertisers registered on Adsterra’s SSP.  

What are Interstitials?

Interstitials are full-screen ads that overlay a webpage with a large visual and vignetted background, appearing on top of the content to ensure users can’t ignore the message. The visuals are strategically designed to cover 45% to 80% of the screen, making them impossible to overlook.

The key elements of Interstitials are:

• Large picture or text area containing the main ad message.
• Optional heading and description.
• Darkened full-screen background.
• Call-to-action (typically a button).
• A corner “Close” icon or alternative option for ad closure.
• Extra layout elements to add a spark.

Intrigued? Take a glance at Adsterra’s Interstitials and set up a campaign here.

The perks of Interstitials: Social Bar subformat

Before revealing all the alluring details behind Adsterra’s Interstitials, it’s worth mentioning that they are released under the umbrella of the incomparable Social Bar format. Second to none, Social Bar shook the ad market in 2020, presented by Adsterra, and it keeps growing and gaining popularity, now expanding its stack of subformats to include Interstitials. 

Here’s what Interstitials bring to the table:

• UX guidelines compliant.
• Brand-friendly.
• Easy creative uploads.
• Extraordinary viewability.
• Securing prime ad position. 
• Potentially eliminating the need for prelanders due to delivering the entire message.
• Excelling in CPI, CPD, and CPL conversions.
• Competitive CPM rates, saving you from overpaying for superior ad placement.

All of this sounds attractive enough already, but stick until the end of the article, as we are about to give you some Pro Tips to squeeze the maximum out of your Interstitials from the very beginning.

Adsterra’s Interstitials: Pro Tips to skyrocket

No surprise Adsterra has a wide variety of smart tools integrated to its SSP platform; after all, they make it stand out. These tools help advertisers to optimize their campaigns and achieve ROI beyond expectations. Now that Interstitials are up and running, a new list of tips is due to enhance the performance of this new ad format:

• Smart Bidding Magic: Let the real-time auction-savvy Smart CPM algorithms bid for optimal traffic based on your targeting.
• Conversion Boost: Optimize CPM traffic by activating CPA Goal.
• Test Wisely: Begin with broader targeting during the test period; narrow down based on high-converting placements.
• Go Diverse: Add numerous creatives using various skins/templates.
• Offer, Don’t Just Tell: Use discounts, bonuses, and bargains for engagement.
• Visual Power: Don’t burst into long texts on your images, keep them concise.
• Clickbait Done Right: Think of headings that grab attention.
• Numbers Speak: Back your claims with stats for credibility.
• Urgency Wins: Limit offers by time for a conversion boost.

High-time to implement these tips! With them, you’re bound to achieve remarkable results, so wait no more, and try Interstitials on Adsterra.

Summarizing

Adsterra’s Interstitials are here for each and every advertiser, registered on SSP. Interstitials will elevate your marketing success by expanding Popunder campaigns with high-value traffic, introducing innovative creativity to Social Bar campaigns for top-tier leads, and re-engaging users with an attractively redesigned ad message. They’ve proved to enhance CTR and CR, meeting agency or affiliate KPIs, ensuring a friendly and smooth user experience that outshines traditional pop-up windows.

Oh, and did we mention you can snag $200 by sharing your results running an Interstitial campaign? Now you know, so fetch your Interstitials case study to Adsterra, and it could well become the next big thing on the blog!

Try Interstitials NOW!

The post Adsterra’s Interstitials bring new definition of sparking your audience’s interest appeared first on Business of Apps.

The advertising world is facing some tough challenges as its growth slows down by 5.3%. One big problem on the horizon is something called “invalid traffic” or IVT. Let’s take a closer look at the impact of IVT on ad waste and efficiency.

33% rise in fake traffic

According to Lunio, a company that helps advertisers be more efficient, in 2024, advertisers might waste more than $71 billion on fake or invalid traffic. That’s a whopping 33% increase from 2022.

Lunio studied 2.6 billion paid ad clicks and 104 billion impressions on major platforms like Google, Meta (formerly Facebook), LinkedIn, X (used to be Twitter), and TikTok. They found that 8.5% of all paid traffic is fake. So, basically, one out of every 12 visits to a website is not real.

This is a big problem not just because it’s a waste of money, but it also messes up how advertisers plan their budgets and predict how much money they’ll make. Lunio says that in 2024, this could lead to a staggering $204.8 billion in lost revenue.

Invalid traffic by channel

Source: Lunio

Meanwhile, annual viewability averages on mobile and desktop web and video worldwide have risen 9% between 2019 and 2022. The upward trend has pushed average viewability levels to hover between 70% and 75% for several years, with the global average reaching 73.6% in H2 2022.

Platforms with the highest fake traffic

One surprising finding is that LinkedIn has the highest fake traffic rate at 25%, which means over $1.43 billion of ad spending could be a waste. Other platforms like Meta, Bing, X, and Pinterest also have high fake traffic rates, costing around $54.8 billion.

On the other hand, Google’s platforms have a lower fake traffic rate of 5.5%, which is still a significant $16.6 billion.

If we add up the money wasted on fake traffic for Google and non-Google platforms, it’s a massive $71 billion.

Some 65% of advertisers said they actively reduced wasted ad spend by applying exclusion audiences to campaign types while 69.7% acknowledge that there are issues with spam or fake lead submissions.

Advertiser concerns

Source: Lunio

So, in this tough advertising landscape, one of the most important things for advertisers is to fight against fake traffic and minimise its impact.

Marketers need to prioritise addressing this issue in their campaign strategies across all channels.

Key takeaways

• Invalid traffic (IVT) is a major challenge for the advertising industry, with a projected $71 billion wasted in 2024 due to a 33% increase from 2022
• Platforms like LinkedIn, Meta, Bing, X, and Pinterest have high fake traffic rates, costing advertisers billions, while Google fares better with a lower fake traffic rate
• Marketers must prioritize combatting fake traffic across all channels to protect budgets and campaign efficiency

The post The growing threat of invalid traffic – a $71 billion problem in 2024 appeared first on Business of Apps.

Migrating to SKAN 4 led to a reduction in the cost per acquisition and an increase in conversion rates, according to a new report from Adjust in collaboration with TikTok, which sheds light on the impact of iOS SKAdNetwork (SKAN) campaigns for mobile marketers.

SKAN 4 reduces cost per acquisition

The reduction in acquisition cost leads to greater scalability on iOS to benefit marketers aiming to refine their optimisation strategies.

Adjust’s SKAN 4 was officially launched in October 2022, introducing features like conversion mapping, value optimisation, and enhanced privacy measures. This launch coincided with a growing emphasis on user and data privacy in the tech world. Consequently, post-ID attribution on iOS has been gaining traction, as Apple has gradually reintroduced analytics opportunities.

The new report by Adjust offers practical tactics to maximise success on iOS and provides valuable insights for mobile marketers aiming to enhance conversion rates for their apps. The study involved collaboration with TikTok and examined 37 apps in TikTok’s beta testing phase across the UK, US, and Japan. It focused on understanding how SKAN 4’s extended 35-day attribution window impacted conversions.

Source: Adjust

Conversion rates surge 220% on TikTok

The results of the study were impressive, with TikTok’s overall cost per acquisition improving by 37%, and conversion rates surging by a substantial 220%. These outcomes represent significant advantages for mobile app developers and marketers utilising SKAN 4. Additionally, these improved metrics enable more precise evaluations of campaign effectiveness.

Out of the 37 apps analysed in the beta test, TikTok confirmed that 17 were from mobile gaming clients.

Katie Madding, Chief Product Officer at Adjust, commented on the findings, saying: “Mobile app marketers are eager to refine their iOS campaign measurement and optimisation strategies with privacy-centric attribution, but there’s still hesitancy about moving to SKAN 4. With the continued industry shift toward prioritising user and data privacy, now is the time for a shift in mindset toward the possibilities of post-ID attribution on iOS. The data-backed insights detailed in our guide empower growth marketers to dig into and embrace SKAN 4’s functionality.”

Adjust’s comprehensive report delves deeper into optimising campaigns and enhancing their performance on iOS. It also offers a sneak peek into SKAN 5.

The introduction of SKAN 4 last year coincided with Android’s dominance, accounting for over 70% of ad creatives. Apple aimed to simplify iOS campaigns in response to this trend.

Key takeaways

• Migrating to SKAN 4 lowers cost per acquisition, benefiting iOS marketers’ optimisation efforts
• The study reveals impressive results with increased acquisition cost and soaring conversion rates
• Adjust’s report highlights the shift towards post-ID attribution on iOS for privacy-centric campaign optimisation

The post SKAN 4’s game-changing effect on mobile apps appeared first on Business of Apps.

SuperScale, a company based in London that helps mobile games grow, recently published a report based on interviews with 500 game developers in the UK and US. It found that 43% of mobile gaming apps do not make it past the development stage. Let’s take a look.

Many games stuck in development stage

The fact that 43% of mobile games don’t make it past the development stage highlights the high level of risk and uncertainty in game development. It might also raise concern over a high portion of resources invested in game creation going to waste.

The report also found that among the games that do get released, a whopping 83% stop getting updates and services within three years.

The short lifecycle of games is a serious challenge for developers who are already struggling to maintain relevance and profitability in the highly competitive mobile gaming market.

This is a tough situation for game developers. Many of them prefer working on new games rather than improving existing ones. However, 62% of their most profitable games rely on constant updates and engagement with players.

So, even though developers want to create new games, it might not be as financially rewarding, especially when so many games fail even before they’re launched.

Economic challenges

The report also cites economic difficulties and job layoffs in the gaming industry this year. In fact, 32% of the developers who were interviewed had to let go of employees, and 40% had to hire external help for tasks, especially in hypercasual and collectable card game studios.

Nearly 25% of developers came close to shutting down completely in 2023.

Ivan Trancik, the founder and CEO of SuperScale, acknowledged that these are tough times for the gaming industry. He mentioned challenges like competition, economic conditions, and changes like the ATT (App Tracking Transparency) policy. However, he also sees an opportunity for the industry to revisit and revitalize existing gaming content.

SuperScale’s report also provides insights into current trends, how developers measure their game’s success, and the ways they make money from their games.

Key takeaways

• 43% of mobile games face uncertain futures, raising concerns about resource wastage and industry risk
• A staggering 83% of released mobile games stop receiving updates within three years, posing a challenge to sustained profitability
• Layoffs, outsourcing, and nearly 25% of developers facing shutdown highlight economic challenges in the gaming industry’s volatile landscape

The post Troubling stats: almost half of mobile games fail to make it past development appeared first on Business of Apps.

Roku and Unity have announced a strategic collaboration aimed at assisting mobile app businesses in expanding their app installation campaigns to TV streaming platforms. This partnership, currently in beta testing, brings together Roku’s premium TV inventory and Unity’s user acquisition technology. The goal is to offer mobile app marketers a more efficient way to run TV streaming campaigns.

Growing competition

Miles Fisher, Senior Director, Head of Emerging and Programmatic Sales at Roku, emphasized the importance of TV streaming as a performance channel for mobile app marketers.

“Mobile app marketers seek to maximize their budgets and ad opportunities. TV streaming has become the right performance channel to enable growth and provide channel diversity in a highly competitive market,” he said. “Roku’s scale, tech, and direct connection with the viewer are uniquely positioned to make the largest screen in the home work harder for mobile performance marketers on Unity.”

The collaboration links Roku’s premium TV streaming inventory to Unity’s Luna app marketing platform. This integration enables mobile app marketers to seamlessly incorporate connected TV into their user acquisition strategies. It not only improves campaign measurement and optimisation but also allows marketers to use Roku’s Action Ads for a smoother user experience.

Multi-channel app marketing

Viewers can easily initiate game downloads on their mobile devices using their Roku remote and then return to their TV streaming content seamlessly. Additionally, app marketers gain the ability to measure the entire journey of their TV streaming campaigns, from the initial exposure to TV ads to the ultimate app downloads, making their growth strategies more cost-effective.

Omer Kaplan, SVP Revenue and Operations for Unity Grow, emphasized the goal of turning Connected TV (CTV) into a high-scale performance channel for apps and games. This partnership aims to tap into the vast potential of CTV as an untapped opportunity for app marketers, providing unique value and growth opportunities.

After the beta testing phase, Luna will collaborate with a select group of partners to expand their presence on the Roku platform. Roku has also recently partnered with Spotify for video ads on the popular music and podcast platform.

Key takeaways

• Roku and Unity’s partnership enhances app marketers’ ability to expand to TV streaming, optimizing user acquisition and ad campaigns
• The collaboration uniquely combines Roku’s premium TV inventory with Unity’s technology for a streamlined advertising experience
• This partnership empowers app marketers to measure and optimize TV streaming campaigns while improving user engagement and cost-efficiency

The post Roku and Unity join forces to revolutionise mobile app advertising appeared first on Business of Apps.

The mobile app media landscape felt the repercussions of the economic downturn in 2023, with nearly all major media sources witnessing declines. In the third quarter of 2023, app install ad spend budgets were slashed by 20% when compared to the same period in 2022. That’s according to the latest Performance Index by data analytics firm AppsFlyer.

Apple Search Ads and Meta lead in iOS gaming and non-gaming

The objective of the Index is to aid marketers in making informed choices when selecting partners for app advertising, with outcomes differing significantly depending on the platform in question.

“Only four of the top 20 media source players saw budget increases this year, costs of media continue to fluctuate and channels like CTV are leading ecosystem players to quickly adapt and think outside of the box to reach consumers,” aid Shani Rosenfelder, Director of Content and Market Insights at AppsFlyer. “For marketers, selecting the best media partners is particularly important on iOS because of its high quality audience. However, privacy-driven fragmentation in measurement has only created more uncertainty, increasing the need for accurate performance rankings for the platform.” 

AppsFlyer’s new SSOT iOS index reveals that Apple Search Ads (ASA) is the top iOS media source for both gaming and non-gaming apps. ASA dominates in most rankings across regions and categories.

Meta ads, though not as dominant as before iOS 14.5, holds the second spot, excelling in non-gaming apps.

iOS Power ranking

Source: AppsFlyer

In third place in the rankings is Google Ads, primarily due to its widespread adoption among non-gaming apps. It’s worth noting that iOS serves as a secondary focus for Google compared to its primary emphasis on the Android platform and web-based services.

AppLovin and Unity Ads shine in gaming, while in non-gaming, Meta ads, Google Ads, Snapchat, and Moloco stand out for their quality.

Google Ads dominate Android mobile ad rankings

Google Ads continues to dominate both Android gaming and non-gaming categories, widening its lead over second-place Unity. In fact, it secures the top spot in power and volume rankings across every category in Android gaming, except for hypercasual, where it comes in second.

Unity Ads maintains its second-place global power ranking but slips one spot in the volume ranking to fifth. Its success is primarily seen in Match genre games, where it ranks second, and in Puzzle, Shooting, and Tabletop game apps, where it secures a third-place global ranking.

Android Power ranking

Source: AppsFlyer

IronSource experiences significant growth in the global rankings, surging to third place in both power and volume rankings, a notable jump of three positions compared to the previous Index edition.

Meta ads climbs to the fourth spot in the global power ranking, up one position from 2022. This success is attributed to its top ranking in the casino category and second-place positions in midcore games (RPG, Shooting, Strategy genres), as well as in puzzle, and sports & racing games.

It’s important to highlight that the differences in power rankings between Unity, ironSource, and Meta are relatively minor.

Key takeaways

• The economic downturn in 2023 had a significant impact on mobile app media, with major media sources witnessing declines and a 20% reduction in app install ad spend budgets in Q3 2023 compared to the same period in 2022
• AppsFlyer’s Performance Index helps marketers choose partners for app advertising. Apple Search Ads leads in iOS, while Meta remains strong in non-gaming
• Google Ads dominates Android mobile advertising, leading in both gaming and non-gaming categories. Unity Ads, IronSource, and Meta also perform well, with minor differences in rankings

The post AppsFlyer’s latest Performance Index shows impact of economic downturn on mobile advertising appeared first on Business of Apps.

A recent study conducted by the Pew Research Center has revealed a significant shift in news consumption habits among TikTok users in 2023. According to the study, the percentage of users accessing news through the app has surged from 22% to 43%. What’s happening?

More users are checking news on TikTok

According to the study, which was based on a survey of 8,842 US adults conducted between September 25 and October 1, 2023, a growing number of social media users are checking the news on these platforms.

While traditional news websites and apps continue to be popular, with 67% of respondents indicating their usage, the remarkable increase in news consumption on TikTok highlights the platform’s ability to shape narratives and engage users with current affairs.

This could raise some red flags among critics particularly when it comes to the spreading of fake news and news manipulation. TikTok is primarily a short-form video platform, which may not always provide in-depth or reliable news coverage. Users may be exposed to sensationalized or misleading information. The rapid spread of news on TikTok could also make it susceptible to manipulation and the dissemination of fake news, which can have real-world consequences.

What’s more, its user base is predominantly younger, and they may have less experience discerning credible news sources from unreliable ones, making them more vulnerable to misinformation.

Social media used for news access

Source: Pew Research Center

In the realm of social media platforms serving as sources for news, Facebook maintains its top position as the most popular choice among Americans, with 30% of the population reporting regular access to news content on the platform. Not far behind is YouTube, with a close 26% following, while Instagram and TikTok trail with 16% and 14%, respectively. Despite Meta’s efforts to reduce the prevalence of news content across its platforms, Facebook continues to demonstrate robust news consumption, underscoring its enduring relevance in the media landscape.

Who’s consuming news on social media?

The study also sheds light on distinct demographic patterns in news consumption across various platforms. Women are more likely to be regular news consumers on platforms like Nextdoor, Facebook, Instagram, and TikTok. Conversely, men tend to dominate platforms such as Reddit, X, LinkedIn, and YouTube. Of particular interest, X, formerly known as Twitter, presents a balanced political split among its regular news consumers, with 46% identifying as Republican or Republican-leaning and 49% as Democrat or Democratic-leaning. This reflects the platform’s diverse user base and political engagement.

Platform preferences among app users

Pew Research Center

As social media platforms continue to play a pivotal role in shaping how audiences access and engage with news content, news organisations are adapting their strategies to capture the attention of TikTok’s substantial Gen Z audience. This highlights the dynamic nature of the digital news landscape and the evolving strategies needed to remain relevant.

In another notable shift, Gen Z’s approach to discovering groceries is increasingly turning to digital channels. Recent research indicates that a significant 28.0% of Gen Z consumers have adopted search engines as their primary resource for exploring grocery items, showcasing the evolving consumer behaviour in the grocery sector.

Key takeaways

• TikTok’s news consumption doubled from 22% to 43% in 2023
• 30% of Americans access news on Facebook, maintaining its top position
• Women prefer Nextdoor, Facebook, Instagram, and TikTok for news, while men dominate Reddit, X, LinkedIn, and YouTube

The post Number of users who access news through TikTok doubles to 43% appeared first on Business of Apps.

Amazon appears to be bolstering its in-app shopping partnership. In two separate news pieces emerging over the past week, the eCommerce giant has struck a deal with both Meta and Snap to feature in-app shopping capabilities. We’ll take a closer look.

Meta and Amazon

Although Meta dropped its live shopping efforts on Facebook and Instagram, the company still sees potential for shopping on its apps. Now, it’s collaborating with Amazon, enabling users to link their Facebook and Instagram accounts to Amazon for in-app shopping.

Customers can shop Amazon ads on these platforms, check out using their Amazon payment info, and ship to their Amazon address without leaving the social apps. Amazon’s spokesperson, Callie Jernigan, confirmed this, adding that users in the US will see real-time pricing, Prime eligibility, delivery estimates, and product details on select Amazon product ads on Facebook and Instagram.

This in-app shopping feature applies to select products advertised on Facebook or Instagram, sold by Amazon or independent sellers on Amazon’s platform.

Linking Instagram and Amazon accounts

Source: LinkedIn

Users link their Meta account to Amazon once, and then they can seamlessly check out with Amazon, using their default shipping address and payment info.

Meta is shifting its Shop sellers to its own checkout experience, with processing fees remaining unchanged. Amazon, on the other hand, benefits from this collaboration as it seeks a foothold in social apps and e-commerce platforms.

The partnership was initially revealed by Maurice Rahmey, a Meta and Google Ads partner and co-CEO of Disruptive Digital. Rahmey emphasized the benefits of better targeting, optimisation, and conversion rates for Meta by leveraging Amazon’s data. This partnership also avoids challenges posed by Apple’s App Tracking Transparency policy.

Snap wants in on the Amazon craze

This week, Amazon revealed a similar partnership with Snap, which lets users purchase its products directly from ads on the social app.

As with Meta, Amazon’s ads on Snapchat will feature real-time pricing, delivery estimates, product details, and Prime eligibility.

The process to sign up is much the same as with Meta.

The partnership allows Amazon to tap into Snapchat’s user base, particularly younger millennials and Gen Z users. By exposing its products to this audience, Amazon can potentially reach customers it might not have reached otherwise and showcase products they may not have considered during their usual Amazon purchases.

This move comes as Amazon has been attempting to establish its own social apps similar to Instagram and TikTok. While it has a TikTok-like shopping feed, it has faced challenges in making its social apps as engaging for shopping as other platforms.

The partnership with Snap is not only advantageous for Amazon but also beneficial for Snap’s advertising business, which has faced difficulties in recent years.

Following the announcement, Snap’s shares saw a jump of over 9%.

This collaboration strengthens both Amazon’s and Snap’s positions in the competitive social commerce landscape and offers new opportunities for both companies.

Key takeaways

• Amazon is intensifying its social commerce efforts through partnerships with Meta and Snap, enabling in-app shopping experiences on popular social platforms
• These collaborations allow Amazon to tap into younger user bases, potentially expanding its reach and showcasing products to new audiences
• These strategic partnerships signify Amazon’s commitment to compete in the social commerce space, while also benefiting Snap by bolstering its advertising business

The post Amazon partners with Meta and Snap in push to expand in-app shopping appeared first on Business of Apps.

AppsFlyer, the mobile measurement, attribution, and data analytics solutions, just announced its acquisition of devtodev, a comprehensive data analytics solution designed for game and app developers. This strategic move is likely to boost AppsFlyer’s core offerings and bolster the development of the AppsFlyer Privacy Cloud Marketplace.

Empowering user experiences

Founded in 2014, devtodev specialises in assisting developers in analysing their games and apps, providing data-driven insights to optimise user retention, maximise conversions, and create personalised user experiences. The integration of AppsFlyer and devtodev technologies consolidates the entire customer data set into a robust measurement and data analytics platform.

The move brings with it a range of powerful tools, insights, and experiences aimed at enhancing the user lifecycle and driving business growth.

It also strengthens AppsFlyer’s capabilities to cater to the evolving requirements of modern gaming and digital businesses while serving as a natural extension of the AppsFlyer for games suite of products and resources tailored to gaming companies.

“Devtodev’s technology, team, and expertise are a perfect match for AppsFlyer, creating a synergy that fuels not just business growth, but a visionary approach to the future,” said Oren Kaniel, CEO and Co-founder of AppsFlyer. “This collaboration fosters a spirit of unity among marketing, product, and monetisation teams, empowering them with a fully integrated data ecosystem.”

Digital transformation in fast spin

Digital transformation is in fast spin and has brought with it an increased complexity to the role of marketers, underscoring the significance of product-led growth in the gaming and app sectors.

Marketers are now placing greater emphasis on retention and customer lifetime value (LTV), leading to a surge in demand for advanced data analytics. Simultaneously, the focus on privacy measures and recent signal loss issues has exacerbated data silos and inconsistencies, complicating the marketing decision-making process.

The acquisition addresses these challenges, providing gaming and app developers with access to unified data analytics and actionable insights, unlocking efficient growth opportunities.

“Our vision at devtodev has always been to empower gaming and app developers to make the best data-driven decisions,” said Dmitry Kravtsov, Founder and CEO of devtodev. “By joining forces with AppsFlyer, we will provide developers the ability to leverage integrated data, AI, and insights to create powerful, captivating experiences that drive efficient business growth.”

Devtodev will be integrated into AppsFlyer’s Privacy Cloud Marketplace. AppsFlyer’s Data Clean Room will serve as an open and interoperable platform.

The inclusion of devtodev underscores AppsFlyer’s commitment to a future where businesses can seamlessly integrate third-party services and AI models from various providers while safeguarding data privacy and operational efficiency.

Key takeaways

• AppsFlyer’s acquisition of devtodev strengthens mobile analytics, offering comprehensive data-driven insights for user retention and growth
• Amid rapid digital transformation, marketers prioritize retention, data analytics, and privacy, making devtodev’s integration crucial for efficient growth
• Devtodev’s inclusion underscores AppsFlyer’s commitment to a future of seamless, privacy-conscious third-party integration for mobile businesses

The post AppsFlyer acquires devtodev to boost data analytics of mobile apps and games appeared first on Business of Apps.

TikTok‘s $1 billion creator fund will close on December 16, 2023, according to the company’s announcement. What’s happening and where should existing creators move?

Creativity Program

As of mid-December, the Creator Fund won’t be available in the United States, United Kingdom, France, and Germany. Creators who are currently part of the Creator Fund will have the choice to switch to the Creativity Program.

The creator fund began in 2020 with the promise to give $1 billion to people who create popular content on the platform over three years. However, many creators have been unhappy with the small payments they received, even for videos that got millions of views.

In February of this year, TikTok rolled out an updated way for popular creators to earn money, known as the Creativity Program. Unlike the original fund, this program requires creators to make longer videos, a change from the platform’s initial focus on short clips. Additionally, in this new program, creators’ earnings are determined by the number of views and engagement metrics on their videos, rather than a fixed pool of money set aside for payments.

Higher earning potential

Since the introduction of the Creativity Program, TikTok has been inviting eligible creators to switch over. To qualify for this program, creators need to be at least 18 years old, have a minimum of 10,000 followers, and at least 100,000 views on their videos in the past 30 days.

TikTok claims that eligible creators who post high-quality, original videos longer than one minute can potentially earn up to 20 times more than what the Creator Fund used to offer.

The Creativity Program is an important part of TikTok’s efforts to help creators make money, along with features like LIVE subscriptions and TikTok Pulse. The platform also offers ways for creators to earn money through tips, gifts, and a Series feature that lets eligible creators share content that people can access by paying.

A recent report suggests that TikTok users are shifting from buying physical products to making in-app contributions to content creators, possibly indicating a larger trend towards in-app sales. In the third quarter (Q3), TikTok users sent over $250 million in digital gifts to live-streamers within the app, which has the potential to boost TikTok’s revenue from in-app sales.

Key takeaways

• TikTok’s Creator Fund ends December 16, 2023; creators have the option to join the more lucrative Creativity Program
• Creativity Program rewards longer videos and engagement, potentially offering creators up to 20 times more earnings
• TikTok users’ shift towards in-app contributions hints at a trend in favour of in-app sales, boosting TikTok’s revenue

The post TikTok’s creator fund closure: What’s next for creators? appeared first on Business of Apps.

ByteDance, the parent company of TikTok, has been working to propel its Pinterest-Instagram rival, Lemon8, but their ambitions have not materialised as planned. Recent data from Appfigures, an app store market intelligence provider, reveals that since its US launch earlier this year, the Lemon8 app has accrued a mere 2.6 million total downloads.

Influencer push

This lacklustre reception is particularly perplexing given the substantial influencer marketing campaign that accompanied its introduction. Several TikTok creators enthusiastically endorsed the app to their followers, a move that coincided with speculation about a potential TikTok ban in the US. Nevertheless, Lemon8‘s ascent in the American social media landscape remains an elusive goal.

The strategic timing behind ByteDance’s promotion of Lemon8 appears far from coincidental. With potential uncertainties surrounding TikTok’s US audience, ByteDance seemed to view Lemon8 as a viable contingency plan, capitalising on TikTok’s massive user base to fuel its growth.

In the first quarter of the year, influencers on TikTok enthusiastically embraced the app, painting a rosy picture of the lifestyle community it offered, using descriptors like “cute” and “aesthetically pleasing.” Comparisons to a fusion of Pinterest and Instagram were also not uncommon.

Lemon8 had been available in Japan since 2020, finding success in various Eastern markets such as Thailand and Indonesia. However, it wasn’t until April 2020 that the app experienced a substantial uptick in installs, going from less than a thousand per month to an impressive 13,000.

Subsequently, the app achieved its first-ever record high in monthly downloads, peaking at an impressive 292,000 in July 2021, as per Appfigures’ data. The app’s expansion continued into 2022, reaching another peak with a staggering 1.5 million downloads in July 2022, ultimately amassing a total of 10.6 million downloads for the entire year.

Source: Appfigures

ByteDance’s marketing push

Since launching in February, ByteDance paid creators to generate Lemon8 content, fostering its US presence. The following month, TikTok creators began promoting Lemon8 in positive videos. Within 24 hours in late March, over 350 Lemon8 videos appeared on TikTok. Strikingly, none of these videos were labelled as sponsored, implying organic growth through word-of-mouth.

Despite this effort, TikTok wasn’t banned in the US, except for specific cases, including Montana from January 2024 (subject to legal challenge). Even if TikTok were to face a ban or sale, Lemon8 wouldn’t necessarily replace it. Most Lemon8 installs came in spikes, possibly due to TikTok’s influence.

iOS dominated US downloads at 2.5 million, securing Lemon8 the second spot in the Lifestyle category on the US App Store. However, its overall ranking fluctuated, reaching No. 90 Overall during data collection and now at No. 70 on the Top Apps Chart in the US. Yet, these rankings fall short for an app positioned as a TikTok alternative.

In September 2023, Lemon8 had its peak month with 525,000 US installs, but downloads don’t guarantee active users. In contrast, TikTok boasted 150 million monthly active U.S. users as of March 2023.

There’s still potential for ByteDance to leverage TikTok to boost Lemon8. Watchful.ai uncovered TikTok’s feature development allowing users to sync Lemon8 posts and use TikTok’s editor, although TikTok hasn’t commented on it.

At the time, Lemon8 had about 25 million worldwide downloads. Its biggest markets are Japan (7.6 million), Thailand (6.5 million), and the US (2.6 million). However, Lemon8 faces challenges in becoming a TikTok replacement, especially in the US.

Key takeaways

• Lemon8’s influencer-backed US launch with TikTok creators didn’t yield expected success despite a potential TikTok ban scenario
• ByteDance strategically timed Lemon8’s promotion, using TikTok’s user base as a growth catalyst
• While successful abroad, Lemon8 faces challenges in the US market, with TikTok’s shadow looming large

The post Lemon8 struggles to kickstart in US despite influencer marketing push appeared first on Business of Apps.

We are excited to unveil the 2023 shortlisted finalists for the App Growth Awards, marking its seventh year of recognizing excellence in the global app industry.

Our expert panel of 12 independent judges whittled down over 250 submissions. The vast array of entries from a multitude of companies highlights the size and calibre of an increasingly sophisticated app growth ecosystem.

All of the shortlisted finalists will be celebrated and the winners announced at our ceremony on November 30th at Hotel Adlon in Berlin.

The shortlisted finalists, organised by category, are as follows:

App Advertising Platform
– SplitMetrics
– Bidease
– InMobi
– Moloco
– Gamelight

App Analytics Platform
– Apptica
– Swaarm
– Appfigures

App Data Platform
– Data.ai Intelligence
– AppTweak
– Apptica
– APPlyzer
– Adapty

App Engagement Platform
– MoEngage
– EMMA
– OneSignal
– CleverTap
– Upshot.ai
– Airship

App Messaging Platform
– CleverTap
– Airship
– Upshot.ai

App Revenue Platform
– Adapty
– RevenueCat
– Glassfy
– Digital Turbine
– Purchasely
– AdInMo

MMP of the Year
– AppsFlyer
– Kochava
– Adjust

ASO Company
– AppTweak
– Redbox
– REPLUG
– AppAgent
– ConsultMyApp
– Aix

User Acquisition Company
– Wuzzon
– Phiture
– AVOW
– AppAgent
– REPLUG

App Marketing Agency of the Year
– Yodel Mobile
– AVOW
– ARKANA
– Kurve
– Rocket10

App Growth Innovation
– Sweatcoin Growth Engine
– ShareTheMeal Video In-App Impact Loop
– SplashLearn Product Funnel
– Persona.ly’s ML Journey
– Gamelight AI Platform

App Marketer of the Year
– Saif Rasheed
– Marcus Burke
– Rosie Hoggmascall
– Megan Dean
– Natalie Rozenblat
– Nathan Hudson

Fastest Growing App
– Fairo
– The ChatOn App
– Duolingo
– Reframe
– VPN – Super Unlimited Proxy

Growth Team of the Year
– Redbox Mobile
– ZigZag Puppy Coach
– Splashlearn
– Sweatcoin
– Apps With Love

App Marketing Campaign of the Year
– Gamelight and GOAT Games
– Burger King and CleverTap
– Caliber’s Viral App Install Campaign on Reddit
– TATAM x Babbel: Unlocking the Power of Data
– In-app Events Engagement at Taimi LGBTQ+ Dating App
– REPLUG & Jelly Juice

Outstanding Contribution to the App Industry
– The winner will be announced on the night

Congratulations to them all, and commiserations to the entries that didn’t make it through.

The App Growth Awards 2023 winners will be announced at App Promotion Summit Berlin on Thursday 30th November 2023.

The post App Growth Awards 2023 – Finalists Announced appeared first on Business of Apps.

India’s economic outlook for the year remains optimistic as consumer spending on in-app purchases rose during the first half of 2023. That’s according to the India Festive Report for 2023, an effort between AppsFlyer and Meta Platforms which highlights signs of economic recovery. Let’s take a look.

Festive season boost to IAPs

Consumer spending has been on the rise in India, leading to an impressive 71% increase in in-app purchase (IAP) revenue during the first half of 2023. This growth in IAP spending is expected to continue with the approaching festive season.

IAP revenue trend on Android

Source: AppsFlyer

“The festive season in India promises robust growth for mobile ecommerce. Projections from Redseer hint at a spectacular 18-20% growth this year, translating to an astounding GMV of INR 90,000 crores. With the surge, we anticipate nearly 140 million eager online shoppers gearing up for festive purchases. While Shopping and Food & Drink apps will undoubtedly see a spike, Gaming isn’t far behind in capturing user engagement,” says Aditya Maheshwari, Director of Customer Success at AppsFlyer.

India’s festive season is usually a good opportunity for marketers across various app categories. App installations follow a pattern, starting in August, peaking in October, and reaching the highest point in December.

Overall install trends by category

Source: AppsFlyer

September tends to see activity rise across sectors as users prepare for festivities. Marketers focus on installations and reserve later efforts for remarketing conversions. So, it’s wise for marketers to start user acquisition early and increase efforts as the festive season nears. Finance, Food & Drink, and Gaming apps are popular in October.

Remarketing dominance during the festive season

Leading up to Diwali, non-organic installs (NOIs) take the spotlight, especially for Shopping apps, which see an early increase, while Travel apps begin their upward trajectory in August. Timing is crucial for NOIs, with campaigns typically kicking off three to four weeks before Diwali.

Remarketing conversions on Android

Source: AppsFlyer

Remarketing conversions shine during the festive season, outperforming non-organic installs. In the first half of 2023, these conversions showed impressive year-over-year growth, with Android conversions rising by 24%. Interestingly, Shopping apps record their highest non-organic share, indicating that consumers tend to plan their shopping activities well in advance of the festivities.

However, the festive season also sees a rise in fraudulent activities, particularly on Android apps, with a 47% year-on-year increase in fraud rates. Finance apps are particularly vulnerable, necessitating stronger anti-fraud measures.

App install fraud

Source: AppsFlyer

During this season, consumers shift their focus from online to offline activities, emphasising family time. Insights reveal that messaging and video content have become vital channels for consumer engagement, with content creators and partnership ads playing a significant role in influencing purchasing decisions.

“The festival season always brings a buoyancy in consumer demand and marketers look to tap into the same,” says Arun Srinivas, Director & Head, Ads Business India at Meta. With increased digital penetration, and upbeat consumer sentiments this year, there is good scope for businesses to tap the right audience and unlock growth. Brands should focus on full funnel strategies, influencing the consumers at each stage of the funnel to take full advantage of this opportunity.”

Key takeaways

• India’s economy shows resilience with a 71% increase in in-app purchases during H1 2023, expected to continue during the festive season
• India’s festive season offers a strategic window for marketers, with app installations peaking in October and early planning in September. Finance, Food & Drink, and Gaming apps are favourites
• Remarketing conversions dominate during festivals, with a remarkable 24% growth in Android conversions. However, a 47% rise in fraud rates calls for stronger anti-fraud measures

The post Festive boost: 71% surge in Indian in-app purchases appeared first on Business of Apps.

Daily time spent on social media has decreased in 36 out of 48 markets tracked since 2022, according to the latest GWI social media trends report. This marks only the second time since tracking began in 2012 that global usage has declined year-on-year, with average daily usage in Q1 2023 falling below that of 2019. Has social media usage reached a plateau?

Gen Z spends more time on social media but eyes reduction

While some emerging regions like the Middle East & Africa experience more significant fluctuations, most other regions have seen minimal changes in daily usage over the past three years. Notably, North America is an outlier, with usage continuing to rise beyond its lockdown peak.

While the pandemic induced a surge in social media usage, this has now largely levelled out. For brands and businesses, the key takeaway is that changes are less about the duration consumers spend online and more about how and where they choose to spend their time.

Across the world, Gen Z spends an average of 2 hours and 51 minutes on social media daily, surpassing older generations. However, Gen Z is starting to consider reducing their time spent online and shifting their focus to offline activities. In 2023, 30% of Gen Z express concerns about their social media usage, leading to efforts to limit their time online. Notably, Gen Z is the only generation whose daily time on social media has decreased since Q1 2021, likely influenced by the disruptions caused by the pandemic.

Gen Z aspirations

Source: GWI

In certain APAC and Western markets, users are also increasingly setting their social media profiles to private due to concerns about personal privacy. Younger age groups are particularly inclined toward this trend. This shift can limit brands’ access to user data, necessitating the development of trust and authentic relationships with customers.

Content length varies, YouTube and WhatsApp dominate

While short-form content platforms like TikTok are on the rise, longer-form content remains prevalent. YouTube, with 67% of consumers, overshadows TikTok’s 45% reach. Instagram Live and Reels are also expanding content length options. WhatsApp continues to dominate as a favourite platform, especially among older age groups.

The top social apps haven’t changed all that much

Source: GWI

Changing Motivations for Social Media Use

Consumers’ motivations for using social media are evolving, with differences observed across regions. Western consumers, like baby boomers, are diversifying their reasons for using social media. TikTokers in the West now use the platform to stay informed about news and products, while Instagram’s focus shifts from personal sharing to entertainment. Twitter is also evolving, with video becoming a primary focus.

Privacy is shifting into focus

Source: GWI

While social media is a primary tool for product discovery, brands need to keep up with cultural trends to resonate with their target audiences and answer their questions effectively. Trends like #QuietLuxury on TikTok reflect changing consumer preferences, as people seek minimalist styles and neutral palettes. This shift is driven by economic factors and a decreased desire for flashy outfits.

Brand discovery happens on social media

Source: GWI

Key takeaways

• Daily social media usage dropped in 36/48 markets since 2022
• Gen Z spend 2h51m daily but aims to cut usage by 30% in 2023
• More users set profiles to private due to privacy concerns, impacting data access for brands

The post Social media usage declines on the back of evolving user motivations appeared first on Business of Apps.

71% of those playing games on mobile and other devices say that it reduces stress in just a few minutes. That’s according to the “Power of Play 2023” report, released by the Entertainment Software Association (ESA), which highlight the multifaceted advantages of gaming that reach far beyond mere entertainment. Let’s take a look.

Gamers report boosted health

The report finds that the majority of gamers said they noticed some stress reduction within just a few minutes of engaging in gaming. 61% reported feeling less anxious and 58% said they felt less isolated.

What’s particularly noteworthy is that this stress-relieving effect is not limited by factors such as age, location, or cultural background. Gamers around the world are experiencing the therapeutic benefits of gaming.

Gaming reduces stress

Source: ESA

However, the benefits of gaming extend even further. Mobile gamers are constantly refining their skills while enjoying themselves. Whether it’s through improved reading comprehension, enhanced communication, or sharpened problem-solving abilities, gaming serves as a dynamic and effective learning platform.

Some 64% said it provided a healthy outlet for daily challenges while 63% said they felt happier after gaming.

Gamers feel happier

Source: ESA

The social side of gaming

What’s driving some of this increased satisfaction is the fact that gaming can be a good way to connect to other gamers. Approximately half of gamers say they play video games online with others each week.

One of the primary motivations for playing is of course fun. But Italy distinguishes itself as a unique outlier in the world of gaming with Italian predominantly viewing games as a means to “pass the time”. This distinction sets Italy apart from other countries like Australia, France, the UK, or Japan, where the quest for enjoyment remains a universal driving force for gamers.

Reasons to play

Source: ESA

The findings underscore that mobile gaming is not merely a form of entertainment but a tool with diverse benefits, bringing joy, stress relief, skill development, and social connection to people across the globe.

Key takeaways

• Gaming, regardless of age or location, offers a quick and effective way to reduce stress, with 71% of players experiencing relief in just minutes
• Gamers report feeling less anxious (61%) and less isolated (58%), highlighting the positive impact of gaming on mental well-being
• Italy stands out as a nation where gaming is predominantly viewed as a way to “pass the time,” distinguishing it from countries where the primary motivation for gaming is pure enjoyment

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Role-playing games (RPGs) now dominate the South Korean gaming landscape, comprising 60% of mobile game sales. That’s according to new Sensor Tower data which shines a spotlight on RPGs and their subgenres in the country.

Why are people playing RPGs?

RPGs as a mobile game genre stand out due to their focus on character control, customisation, and story-driven progression, often involving battles with foes.

Within the mobile RPG genre, various sub-genres exist, including Idle RPGs, Action RPGs, MMORPGs, Fighting RPGs, and Puzzle RPGs. Japan and South Korea are among the countries with the highest affinity for mobile RPGs.

Among RPG subgenres, Massively Multiplayer Online Role-Playing Games (MMORPGs) reign supreme, making up 69.5% of 2023 sales.

While MMORPGs have consistently led South Korea’s RPG subgenres, this represents a 9.6% dip from 2019’s 77%.

Global mobile game sales in 2023 so far

Source: SensorTower

Squad RPGs, exemplified by titles like Goddess of Victory: Nikke and Cookie Run: Kingdom, saw a remarkable 39% surge in market share between 2019 and 2023, climbing from 12.7% to 17.7%, securing their position as the second highest-grossing RPG subgenre in the country.

Idle games experienced substantial growth during the same period, increasing by 159%, rising from 1.7% market share in 2019 to 4.4% in 2023.

A separate study by Udonis found that 57% of South Koreans play RPGs to relieve stress. A third play to pass the time and as much as 40% will abandon a game if it gets too boring or in-app purchases are being pushed too aggressively (36%).

South Korea’s top squad RPG is…

Goddess of Victory: Nikke emerges as the leading squad RPG in South Korea from January 1 to August 31, 2023. It achieved a remarkable feat by securing the 10th spot in the country’s overall RPG charts, standing alongside only one other non-MMORPG title, Honkai: Star Rail, in the top 10.

Squad RPGs emphasise team-building with synergistic characters, leading to a trend of character collection as a meta feature. Frequent character releases and character-centric events contribute to genre sales. For instance, following the introduction of the character Modernia, Goddess of Victory: Nikke saw a staggering 372% increase in daily sales on January 1. Similarly, the launch of new cookies Stardust and Alien Donut boosted Cookie Run: Kingdom’s sales by 148% on March 9.

Mobile game sales by country

Source: SensorTower

Legend of Slime: Idle RPG dominated idle RPG sales, generating $77 million globally and $10 million in South Korea since its August 2022 release. Although it excelled in revenue, the game reached only 36th place in the overall charts.

Its success is attributed to effective advertising, a unique storyline, and an accessible learning curve. Legend of Slime led ad share on ironSource, ranked second on TikTok, and seventh on Unity in January 2023.

Five Minutes to Battle, released on July 28, 2023, emerged as a strong contender in the idle RPG market. Between its launch and the end of August, the game secured fourth place in year-to-date idle RPG sales charts and reached 65th place in the overall RPG charts.

Key takeaways

• RPGs dominate South Korea’s mobile gaming, comprising 60% of sales
• MMORPGs lead subgenres at 69.5% sales but are down 9.6% from 2019
• Squad RPGs surge by 39%, while idle games grew 159% from 2019 to 2023

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In the third quarter of 2023, hypercasual game downloads hit the 3.5 billion mark, as indicated by a recent report from Appmagic. That’s an 8% drop from the 3.8 billion in the second quarter of 2023. What’s happening?

Hypercasual downloads down 12.5%

According to figures from Appmagic, hypercasual game downloads were down 12.5% compared to the same timeframe the previous year.

The dwindling numbers in hypercasual game downloads have been noticeable over recent years.

Hypercasual downloads

Source: Appmagic

Despite an overall slump, Tier-1 East experienced a 7% sequential quarter rise in hypercasual downloads, amassing 113 million. Yet, this uptick was insufficient to balance out the declines elsewhere. Tier-1 West encountered a 10% drop, dipping to 529 million, while there was a 7% decrease, down to 2.8 billion, in the remaining global regions.

Top hypercasual apps

The My Perfect Hotel app maintained a steady performance, solidifying its position as the most successful hypercasual game of the quarter worldwide. The game garnered an impressive 31.5 million downloads and generated a remarkable $2.47 million in revenue. Notably, My Perfect Hotel stands out with a cumulative revenue per install of $0.06, surpassing all other games in the top ten, which averaged below $0.05.

Top hypercasual titles

Source: Appmagic

In a close second place for downloads, we find Race Master 3D – Cat Racing, boasting 30.32 million downloads. However, the game’s revenue falls considerably short, amounting to just $291,341, resulting in a meagre revenue per install of only $0.009.

Among the top 10 charts, My Perfect Hotel is part of a trio of newcomers. Magic Piano Tiles: Music Game secured the seventh spot with 23.25 million downloads and $298,492 in revenue, while Twerk Race 3D – Running Game claimed the ninth position with 22.71 million downloads and $6,805 in revenue.

Interestingly, AppMagic’s report highlights the absence of specific trends influenced by social media within the top ten, a noteworthy observation. Nonetheless, the report underscores the persistence of clones of existing game titles.

Furthermore, the report points to an emerging trend of hybridcasual titles and notes that some previously prominent games have made a resurgence in the rankings. This resurgence is attributed to their efforts in refining game mechanics and creative elements, allowing them to reclaim their positions on the charts.

Key takeaways

• Q3 2023 saw an 8% drop in hypercasual game downloads compared to Q2, totalling 3.5 billion downloads
• My Perfect Hotel leads with 31.5 million downloads and $2.47 million revenue, achieving a remarkable $0.06 revenue per install
• Hybridcasual titles rise, and refinements propel previously successful games back into the top rankings

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Huawei’s mobile advertising ecosystem, Petal Ads, had a productive time at DMEXCO this year, engaging advertisers and offering valuable insights for crafting effective digital campaigns in the ever-changing digital marketing landscape. DMEXCO 2023 attracted a global audience, with 800 international speakers, 40,000 international trade visitors, and 650 exhibiting companies and partners. It was an enlightening experience for everyone as they rubbed shoulders with industry experts and marketing professionals.

Alongside leading players in digital business, Petal Ads hosted a masterclass that offered a peek at their strategies for connecting with high-value audiences in the Chinese market or Chinese consumers on international travel. Attendees had the opportunity to experience Petal Ads’ advertiser solutions firsthand at their booth, and an MMA Panel discussion on capturing the attention of high-value
audiences.

Jaime Gonzalo, VP Huawei Mobile Services Europe, said, “DMEXCO 2023 united people from all over the world to explore the latest ideas and trends in digital business. Petal Ads was thrilled to feature their two key business priorities at DMEXCO: helping brand advertisers craft compelling digital campaigns while imbuing them with the tools to connect with high-value international audiences, mainly from China.”

Petal Ads Masterclass

Helmed by Jaime Gonzalo, the Petal Ads Masterclass emphasised the importance of targeting high-quality users over aiming for sheer user volume. The masterclass left no doubt: companies that dared to set their sights on the vast potential of the Chinese market reaped success. It cited market leaders across various sectors, including retail and automotive, who successfully blazed trails into China.

He explained that companies who hope to enter the Chinese market will be in good hands with the help of Petal Ads, the ticket to thriving in the bustling Chinese landscape. Huawei’s mobile advertising ecosystem has a deep understanding of the Chinese market, owns the exclusivity of a large amount of high-value users in this demographic, and exerts significant influence in this market.

Huawei commands the top spot in China in terms of popularity, according to YouGov Global Best Brand Ranking 2022. It is a force to be reckoned with in the high-end smartphone space, with an impressive 47.4% market share in the foldable phone segment, and over 115 million users wielding devices valued at over 800 euros.

Being part of Huawei, Petal Ads offers partnering brands exclusive access to over 500 million active users in China every month, all through the mobile advertising platform. Beyond that, brands who advertise with them can enjoy a holistic journey. From language and visuals to setup, Petal Ads offers unwavering support with a dedicated team in Europe by your side. It is an all-in-one solution for connecting with this vast user base.

MMA Panel

Moderated by Peggy Anne Salz, a writer with Forbes.com, the MMA panel featured a lineup of industry experts. Attendees heard from industry experts such as Alessandro Schintu, the Director of Ecosystem Development & Operations at Huawei–Petal Ads, Jan Heumüller, the Managing Director of Ogury, and Anna Keller, the Marketing Director at Bayer, who came together to discuss the dynamic landscape of business and communication.

Their insights resonated with the audience, emphasising the importance of connecting with high-value audiences. During the discussion, they delved into how to identify and target high-value users, stressing that using first-party data is crucial for achieving a highly granular segmentation. Drawing from their deep industry knowledge, the panel’s conversation served as a wellspring of guidance for anyone aiming to reach and sustain excellent audience engagement. It was an enlightening conversation that transformed the way many approached audience engagement strategies.

Petal Ads Booth

Located in the bustling international hall, right alongside other major advertising platforms in the industry, the Petal Ads booth was a hub of activity. The team of seasoned experts held court, engaging with hundreds of advertisers, agencies, and networks. These conversations delved deep into insights into branding and app campaigns, as well as tactics for overseas expansion.

Visitors were in for a treat as they got hands-on experience with some of Huawei’s most innovative devices, including the HUAWEI P60 Pro, the HUAWEI Mate X3, and the HUAWEI Matepad 11.5-inch. The Petal Ads team also shared their own success stories that featured partnerships with top international brands across various industries, highlighting their dedication to delivering effective, game-changing business resources and solutions. It was a showcase of innovation and collaboration that left a lasting impression.

Satisfaction with Petal Ads–A genuine partnership

About their partnership with Petal Ads, both Simone Renna, Marketing and Partnerships Manager at Mediaset, and Johan Othelius, CEO at Squid, shared positive sentiments.

Simone Renna said, “It was a genuine partnership between the companies, as it involved not only the investment in advertising but also comprehensive strategy development. We really found the best people to work with and achieved all our goals, leaving us very satisfied.”

Meanwhile, Johan Othelius shared, “The excellent cooperation and support from the team in helping us achieve our metric targets allowed us to concentrate on our core responsibilities and focus on innovating and continuously improving our product.”

Petal Ads at DMEXCO

DMEXCO 2023 left an indelible mark, reinforcing its position as the leading event for the digital industry and Europe’s digital hotspot. With diverse global attendance and fruitful networking opportunities, the event proved to be an unmissable experience.

At the event, Petal Ads showcased its steady growth since 2020, empowering advertisers, marketers, and publishers to expand their businesses and connect with bigger audiences. The platform has witnessed a 9-fold growth in its advertiser network, reaching over 730 million monthly active users globally in 170 countries.

If you missed out on the event, you can watch the Highlights video here and the Petal Ads Masterclass hosted by Jaime Gonzalo here.

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In 2023, mobile gaming is poised to claim a 56% share of gaming revenue, as per data from data.ai and IDC. Now a new study sheds light on the differences in mobile gaming behaviours between East and West. Let’s dive in.

Where preferences diverge

A recent study by Coda Payments, which examines the spending behaviours of mobile gamers in Eastern and Western regions found that while more than 90% of mobile gamers in both regions are open to making in-game purchases, significant disparities exist in where consumers choose to allocate their funds.

In Eastern countries, gamers prioritise customisation and collectables, investing in cosmetics for personalisation. In the West, gameplay and progression matter most, with spending on unlocking features.

In the West, consumers spend an average of $72.47 monthly on direct purchases, significantly more than the $30.70 spent in the East. This discrepancy is attributed to the stronger currency in the West, providing users in countries like Britain and the USA with greater spending power.

In-game spending habits

Source: Coda Payments

Interestingly, the report reveals that female gamers in Western countries outspend their male counterparts by an average of $22.93, underscoring the growing popularity of mobile gaming among women.

Additionally, payment preferences vary between regions. E-wallets are favoured in the East, while Western consumers predominantly opt for debit and credit cards when making payments for mobile gaming.

What about time in-game?

The report also noted that gamers in the East dedicate more time to mobile gaming, with 40% playing for over 16 hours weekly, compared to 33% in the West.

Thailand leads with 45% highly engaged gamers, followed by Indonesia (43%) and the Philippines (40%) in the East.

In the West, Brazil stands out with 36% of gamers playing for over 16 hours, surpassing Mexico (33%) and the USA (30%).

Time spent in games and user payment preferences

Source: Coda Payments

The finding underscores Latin America’s prominence in the rapidly expanding mobile market, particularly in Brazil, a mobile gaming powerhouse responsible for 38% of all domestically developed games.

The nuanced distinctions underscore the diversity in motivations and spending habits among mobile gamers in Eastern and Western regions and highlight the necessity for game developers to tailor their in-game offerings to align with these regional preferences and inclinations.

Key takeaways

• Mobile gaming claims 56% of 2023 gaming revenue, outshining consoles and desktops
• Eastern gamers focus on customisation; Western gamers prioritise gameplay and spend more
• Eastern gamers play longer, with Thailand leading; in the West, Brazil emerges as a highly engaged market

The post Mobile gamers in the West spend twice as much in-game as those in the East appeared first on Business of Apps.

A recent analysis conducted by Niko Partners has taken a closer look at the mobile gaming market in India, highlighting significant growth in both revenue and the number of gamers. India’s gaming industry is on an upward trajectory, with projections indicating a revenue increase to $868 million in 2023, representing a 21.2% year-on-year growth. Let’s take a closer look.

Gaming community surges 12%

India is now one of the fastest-growing mobile gaming markets globally, seeing exponential growth in both gamer population and revenue. The forecasts suggest that by 2027, the overall Indian gaming market could achieve a staggering valuation of $1.6 billion, reflecting a compound annual growth rate (CAGR) of 10.1% over a five-year span.

The number of gamers in India is poised to reach 444.4 million in 2023, marking a robust 12.1% year-on-year upsurge.

Looking ahead, the Indian gaming community is expected to swell to an impressive 641.2 million by 2027, maintaining the same CAGR of 10.1%. This astonishing growth signifies a staggering 343% increase from the 144.9 million Indian gamers recorded in 2017.

Overview of India’s gaming market

Source: Niko Partners

Mobile gaming commands the lion share

Mobile gaming reigns supreme in India, commanding a whopping 96.8% share of the nation’s gaming landscape. Several factors contribute to this dominance, including the affordability of mobile devices compared to other gaming platforms and the vast availability of diverse game titles, including free-to-play options.

Additionally, the increasing accessibility of the internet across the nation has ushered in a wave of new users into the realm of mobile gaming.

The popularity of mobile gaming is further underscored by the fact that an estimated 31% of Indian mobile gamers are expected to invest money in video games in 2023, with an average revenue per paying user reaching $6.38. This surge in spending among gamers hints at substantial revenue potential, especially considering India’s penchant for free-to-play games.

Key takeaways

• Indian gaming surges with 12% more gamers, eyeing $1.6 billion revenue by 2027
• Mobile gaming dominates with 96.8% market share, driven by affordability and diverse titles
• 31% of Indian mobile gamers spending, average user revenue at $6.38, indicating substantial profit prospects

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CapCut, ByteDance’s video editing app, has achieved a staggering milestone, surpassing $100 million in consumer spend across iOS and Android devices, according to data.ai. Let’s dive in.

CapCut by the numbers

Originally launched in China in 2019, CapCut quickly gained momentum on the international stage, riding on the coattails of its wildly popular sibling, TikTok. The app’s seamless integration with TikTok has played a pivotal role in attracting users from TikTok’s vast global audience, propelling CapCut to new heights of success.

As of August 2023, CapCut boasts a user base of 490 million across both iPhones and Android phones. This figure accounts for nearly a quarter of TikTok’s user base, which stands at a staggering 2.1 billion individuals worldwide.

CapCut’s ascent to the summit of the video editing app world has been nothing short of meteoric. In the first half of 2023, the app surpassed Splice to claim the title of the most profitable video editing app globally for the first half of the year. During this period, CapCut recorded an astonishing $50 million in consumer spending, setting a new industry standard.

Top video editing apps H1 2023

Source: data.ai

Notable expansions include a 51% increase in the UK and a 99% surge in Egypt. In H1 2023, China, Indonesia, and Brazil led in downloads.

The app’s monetisation strategy is driven by subscriptions, with the “One-year PRO” option at $74.99 accounting for 34% of consumer spending, followed by the $7.99 Monthly Subscription at 26%.

What’s behind CapCut’s rise?

CapCut’s growth has been fuelled by its user-friendly interface and a suite of editing tools that have resonated with a diverse range of creators worldwide. Its close connection with TikTok allows users to seamlessly transition from editing their videos to sharing them on TikTok.

CapCut versus other apps – usage

Source: data.ai

Analysts anticipate that CapCut’s ascent is far from over, as the app continues to innovate and expand its features, attracting a growing number of content creators and enthusiasts.

The $100 million milestone signals not only CapCut’s remarkable growth but also the enduring influence of ByteDance’s suite of creative and social platforms on the global digital landscape.

Key takeaways

• ByteDance’s CapCut achieves $100M in consumer spending, marking its digital content industry impact
• CapCut boasts 490M users worldwide, nearly 25% of TikTok’s user count, strengthening its global influence
• CapCut’s success is rooted in subscriptions, with “One-year PRO” at $74.99 and Monthly Subscription at $7.99 leading revenue

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In a study that pulls back the curtain on the escalating cybersecurity challenges of our digital age, a staggering 57% of monitored apps were found to be at risk of cyber threats. This recent data comes from a comprehensive survey carried out by Digital.ai, who gleaned insights from their global application security clientele.

App popularity does not equal higher risk of attacks

Gaming apps, which constitute a significant portion of the digital landscape, seem particularly exposed, with 63% reporting attacks. Financial Services apps, intricately tied to the world’s financial arteries, are not far behind at 62%. These numbers underscore the mounting pressures these sectors face in ensuring user trust and data integrity.

Interestingly, an app’s standing in popularity charts doesn’t necessarily equate to its vulnerability. The survey revealed a disconnect: there’s no consistent correlation between an app’s popularity and its likelihood of facing an attack.

However, the operating system appears to play a significant role in an app’s security paradigm. Android apps, for instance, find themselves more frequently housed in riskier environments, with 76% at potential risk compared to iOS apps, which stand at 55%. This trend is consistent with the observation that Android apps have a 28% likelihood of operating with altered code, a stark contrast to the 6% probability for their iOS counterparts.

Android apps more likely to see attacks

Source: Digital.ai

The statistics presented are based on point-in-time data, curated between February 1 and February 28, 2023. As the digital realm continues to expand and mutate, these insights offer a telling snapshot of the challenges — and imperatives — facing developers and businesses today.

Multiple factors raise risk of cyper attacks

A combination of factors is increasing the likelihood of cyber attacks in 2023.

• Tools in the Wrong Hands: Hacking tools are getting better and more accessible. Tools like Ghidra and Frida are becoming more sophisticated, making it easier for cybercriminals to carry out attacks.
• Cryptocurrencies and Easy Cashouts: Cybercriminals find it simpler to cash out from their schemes, especially when using ransomware, thanks to cryptocurrencies and P2P payment apps.
• Nationalisation of Attacks: Cyberattacks are not just isolated efforts anymore. Some may have backing from governments, giving hackers more resources and power.

Gaming apps and fintech apps more likely to be attacked

Source: Digital.ai

This growing threat highlights the need for strong cybersecurity measures.

“Application owners know all too well the pressures of creating more apps, faster, especially with the addition of AI-code assist tools,” said Derek Holt, CEO, Digital.ai. “This leads to security getting short-changed; it is often not included the DevOps process or it is seen as an impediment without an obvious starting point. Digital.ai’s platform enables teams to inject security capabilities and procedures early into the development cycle, without blocking innovation or slowing down the development and delivery process. This means security teams can monitor applications in production for better visibility into when apps are at risk.”

Key takeaways

• A staggering 57% of monitored apps are at risk of cyber threats
• Android apps face a higher risk (76%) compared to iOS apps (55%)
• Gaming apps (63%) and Financial Services apps (62%) are particularly exposed to attacks

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More and more people around the world care about their digital well-being. One out of every four consumers is using apps to reduce how much time they spend on screens or to avoid annoying interruptions. That’s according to new research shared by Airship.

Digital wellbeing

While users are looking to reduce the time they spend online, ever more folks are turning to Apple’s Focus and Live Activities features – tools that help them stay focused on important information and apps during different parts of their day, all while minimising distractions.

Since it was introduced in September 2021, 56% of iPhone users have used Apple’s Focus feature to choose which apps, people, and notifications can get through to them at different times of the day. Among those who haven’t used Focus, 42% are unaware of it, and 29% feel they don’t get interrupted enough to need it.

Surprisingly, 41% of respondents have already tried Live Activities with their apps, while 35% haven’t and only 24% remain unaware of this new feature. What’s worth noting is that global consumers seem quite pleased with Live Activities, with 62% of users who’ve tried it rating their experience as “Good” or “Exceptional,” and only 6% rating it as “Poor” or “Bad.”

Why people continue to use apps

Source: Airship

“It’s no surprise that Apple is looking to double down on the success of Live Activities with new updates that will transform the lock screen into something that closely resembles a remote control for your life,” said Thomas Butta, Chief Strategy and Marketing Officer, Airship. “Now more than ever, brands can gain front-and-centre visibility by simplifying customers’ lives and saving them time – rather than commanding or demanding their attention. That’s key to unlocking a valuable new era of customer experience.”  

Convenience is still king

Consumers are downloading more apps than ever, and what keeps them using these apps might surprise brands. While brands may expect consumers to be drawn by deals or loyalty rewards, the key reasons for continued app use are actually about ease and convenience. Most users rely on apps because they find them easy to use (35%) and because they simplify their lives (31%). This desire for convenience and efficiency is far more significant than other reasons. “Saves me time” (27%) comes in third place among 11,000 global respondents.

But even in our uncertain economy, convenience remains king. However, “saves me money with the best deals” ranks as the fourth most important reason for using apps (23%). Deals, rewards, and targeted offers have also seen significant growth as reasons for opting into notifications from mobile apps, as we’ll discuss later.

Ease of use and convenience are primary motivations

Source: Airship

Convenience and efficiency are important to all age groups. “Ease of use” was the top factor for app usage among all generations, and it’s particularly noteworthy that 43% of boomers ranked it as their top factor. The second-highest factor for boomers was “saves me time,” whereas for other generations, it was “simplifies my life.”

From onboarding customers to getting them to come back for more, it’s crucial to build an app experience that’s intuitive and easy to navigate, while delivering value. The app experience should make an otherwise time-consuming and laborious task be as simple as clicking a button — and feel intuitive and effortless too.

Key takeaways

• 25% of consumers prioritize digital wellbeing, using apps like Apple’s Focus and Live Activities
• 66% value app ease of use and simplification of life, while 27% use apps for time-saving
• 23% consider saving money with deals a key app benefit, showing its importance

The post Adoption rate of Apple’s Focus and Live Activities rises to 56% as users prioritise digital wellbeing appeared first on Business of Apps.

As the holiday shopping season approaches, retailers face the challenge of adapting to shifting consumer behaviour, with a strong emphasis on mobile app shopping. Shoppers are now more deliberate, with 74% planning their purchases in advance, managing budgets, and conducting thorough research and 42% consider holiday shopping easier thanks to apps and websites. That’s according to a survey of 450 retail app decision-makers by Google and Ipsos. Let’s dive right in.

Investment in mobile apps vital for success

Mobile apps are vital for retailers, driving profitability (74% agree) and boosting online sales (42%). App users tend to spend more (72% higher average basket ring), making apps a top ROI channel (44%).

So it comes as little surprise that the majority of retailers (85%) view investing in mobile apps as crucial for long-term success. These apps bolster customer retention and loyalty, especially in uncertain economic times.

Reaching customers where they are is important for holiday retail success, and apps offer a versatile omnichannel solution. Most retailers (77%) believe apps drive store and website traffic, with 93% reporting in-store app usage for tasks like product info, payments, price comparisons, and loyalty rewards.

The convenience of mobile apps in-store

Source: Ipsos

Seamless omnichannel experiences enhance brand building and customer satisfaction, leading 75% of app-enabled retailers to believe their app customers are more content. Additionally, 90% plan to increase or maintain mobile app promotion investments, seeing it as a path to future revenue growth and customer loyalty.

Integrating online and offline channels simplifies the customer journey, aligning with their habits and lifestyles. Prioritising mobile app investments becomes essential for retailers navigating the holiday season amid economic uncertainty, ensuring long-term marketing channel value.

Focus on loyalty

Retailers who prioritise brand loyalty for long-term success can benefit from loyal customers becoming brand advocates.

When customers trust a company, they recommend it to others (88%). Retailers see a direct link between app customers and brand loyalty, with 85% reporting app customers stick around longer. Indeed, app users make more purchases, repeat purchases, and buy more items. They offer immediate and long-term value, remaining loyal even when prices change (62%). By nurturing relationships through mobile apps, retailers can build a dedicated customer base resilient to economic shifts.

The survey also highlights that retailers can use their mobile apps to gather consented first-party data, enabling personalised shopping experiences during the holidays and beyond. This data enhances customer insights, refines future marketing campaigns, and boosts sales.

Brand loyalty as most important reason for business success

Source: Ipsos

Due to stricter privacy regulations and evolving user expectations, retailers now rely on consented first-party data instead of third-party data for understanding customer behaviour. Mobile apps provide a direct channel for customers to willingly share personal information, offering retailers insights into buying habits without violating privacy rules.

While some retailers are already using mobile apps for data collection and customer feedback (39%), those who do recognise its value (34% plan to invest more in mobile apps next fiscal year). This approach is especially relevant as consumers become more deliberate in their spending.

Making the most out of the holiday season

As the holiday season approaches amid economic uncertainty, retailers can thrive by prioritising their mobile apps and investing in effective promotions. Paid promotion methods, including social media ads, search engine ads, and app store ads, offer benefits beyond organic methods, with 85% of retailers already investing in paid promotion.

Paid promotions

Source: Ipsos

With tighter budgets, mobile apps become extremely valuable (75% of retailers agree) and essential for customer retention (88% agree). Retailers should boldly embrace paid promotions to harness the full potential of their apps, fostering loyal customers, collecting first-party data, and establishing market leadership.

Key takeaways

• 85% of retailers recognize the pivotal role of mobile apps in long-term success
• App users tend to spend 72% more, are 62% less price-sensitive, and demonstrate higher brand loyalty
• 85% of retailers invest in paid app promotions, underscoring their importance in driving sales and customer retention

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Google has partnered with ten mobile game developers following the successful launch of its Play Live event. The partnership aims to provide players with exclusive in-game items, accessible through Play Points and underscores Google’s commitment to enhancing the gaming experience for its users.

Google partners with game developers

The selection of games in this collaboration includes popular titles like Lord’s Mobile: Kingdom Wars, Match Masters, Evony: The King’s Return, PUBG MOBILE, and Clash of Clans. Additional surprises await gamers, promising to add an extra layer of excitement to their virtual experiences.

To kick things off Google is granting all users a seven-day Play Points booster. This allows players to accumulate eight times the points for each in-game item they acquire in the specified games. For devoted gamers, this enhancement is akin to advancing to a higher level within their gaming journey.

But the excitement doesn’t stop there – Google is expanding the horizons of its Play Points rewards program. In the near future, Platinum members will enjoy the opportunity to exchange their diligently earned points for rewards extending beyond the realm of gaming. These offerings encompass benefits from Walmart Plus, Instacart, and Discord, rendering Play Points even more versatile and valuable in everyday life.

What rewards will be available?

Google is also enhancing the gaming experience with a range of deals and offers. Fans of Candy Crush Saga can now enjoy double the rewards value, while RAID: Shadow Legends provides a limited-time chance for 50% more materials and vital resources. Gardenscapes is offering substantial discounts of up to 80% on special events, offering bundles that accelerate progress with in-game treasures like coins, boosters, extra lives, and event tickets.

Bumble is extending its Spotlight special, granting users an extra hour to connect with potential friends or romantic interests. Meanwhile, Duolingo is providing a one-month free trial of “Super Duolingo” to supercharge language learning.

All these opportunities are available from August 31st to September 6th. Players can access the offers and events within their favourite gaming apps or through the Google Play Store.

In addition to Google’s Play Live event, which allowed fans to engage with top content creators and delve into their preferred games, these fresh deals and in-game rewards are part of Google’s Labor Day Deals Week, with more exciting offers on the horizon for gamers and tech enthusiasts alike.

Earlier this year, Google hosted its annual Google I/O developer conference, unveiling new features for Google Play developers, including AI-powered tools. It also introduced the initial beta of Google Play Games on PC in January 2022, enabling users to play popular Android games on Windows devices.

Key takeaways

• Google’s collaboration with 10 mobile game developers follows the success of Play Live event, aiming to offer exclusive in-game items through Play Points
• Google broadens Play Points rewards for Platinum members, allowing redemption for offers beyond gaming, adding versatility to its program
• From boosted rewards in popular games to extended app benefits and language learning trials, Google’s efforts enrich the gaming experience for users

The post Google partners with game app developers to boost in-game rewards appeared first on Business of Apps.

In an effort to diversify and generate more cash from subscriptions, apps are turning toward premium tiers. Dating apps such as Tinder, Match and Bumble are leading the way by introducing premium tiers that could run as high as $500 a month.

Weekly isn’t enough

Earlier this month, Tinder announced that it was to launch premium tiers for its membership subscriptions. And it’s far from the only one.

Notable dating platforms such as Match and Bumble are actively seeking ways to sustain their revenue growth, as they’ve seen users opting for paid features flatline.

According to Bloomberg, a tactic that’s gaining traction involves the introduction of weekly subscription plans in order to attract a larger audience towards paid offerings.

Match Group saw robust interest in its recently unveiled weekly subscription models. In the UK, there’s been a noteworthy 73% upswing in the adoption of paid plans by Gen Z women on Tinder ever since its introduction in April. A similar trend was observed on Hinge, another app within the Match Group umbrella as well as Bumble.

Bumble app paying users and revenues per user

Source: Bumble

There’s just one problem: weekly subscriptions often result in less predictable revenue as users may subscribe for short periods and then cancel.

Bring on premium

To address this issue, companies are exploring premium tiers at higher price points. Match Group, for instance, is preparing to launch a subscription tier priced at $500 per month in the upcoming months. Bumble, which already offers weekly subscription options, intends to test a premium tier later this year, alongside a more budget-friendly choice specifically tailored for Gen Z users. Grindr is also seeing favourable results from its new weekly subscription option and is contemplating the introduction of more affordable choices as well as a premium tier.

These premium tiers cater to individuals seeking a more personalised and precise matchmaking experience. Whitney Wolfe Herd, CEO of Bumble, noted during a recent earnings call that some users consider spending $40 to $50 per month to find a meaningful connection as a worthwhile investment.

While introducing these high-priced tiers, both Bumble and Grindr are also exploring the possibility of offering new tiers at lower costs compared to their current subscription plans.

Dating apps aren’t the only companies striving to adapt to the preferences of Gen Z users. In April, YouTube announced two new advertising alternatives aimed at making it easier for advertisers to connect with this demographic.

Key takeaways

• Dating apps like Tinder, Match, and Bumble are introducing premium tiers to diversify and enhance subscription revenue
• Weekly subscriptions face challenges due to unpredictable user retention, leading companies to explore higher-priced premium tiers for stability
• Match Group and Bumble are preparing to launch high-priced premium tiers, aiming to offer more personalized matchmaking experiences while also considering lower-cost options

The post More apps are embracing premium tiers to boost revenues appeared first on Business of Apps.

August is an interesting time for the app industry, with the summer holidays throwing into disarray usual app usage patterns. That being said, most of the top apps retained their position as the most downloaded of the month, with TikTok in pole position and Meta Platforms’ Instagram, Facebook, and WhatsApp rounding out the top four.

Outside of the usual top four, there have been some risers and fallers this month. One of the biggest talking points of the month has been the decline of both Threads and X (formerly Twitter) in usage and both have seen declines in downloads, but they still both managed to feature in the top 50.

If you want to see the full list of apps by downloads and in-app revenue, visit our App Rankings page.

Risers

ChatGPT (up 36)

ChatGPT had a bit of a slump in downloads last month, dropping 23 per cent. This month was much better for the AI chatbot, even though web usage has reportedly dipped.

Duolingo (up 7)

Duolingo has had two months of increased downloads, which is to be expected in the summer holidays. India is the app’s largest market in terms of downloads.

JioCinema (up 65)

JioCinema is aiming to overtake Disney’s Hotstar in India as the premier video streaming service. It received a decent boost in downloads in August, after a two-month slump following the end of the Indian Premier League.

Telegram (up 3)

At fifth in monthly downloads, Telegram is meeting a need for many people as an alternative to WhatsApp and Facebook Messenger. Almost half of its monthly downloads came from India.

Shopee (up 11)

Shopee has seen a lot of growth in the Indonesian market over the past year. It has been attempting to expand to more locations to offset ending operations in India.

Fallers

Threads (down 8)

Threads dropping eight places might not seem that worrying, but it is a significant decline of over 40 million downloads. More troubling, interest in Threads’ key market, the US, appears to be waning at a faster rate than other countries.

X (down 22)

While it may seem like X has had an even harder decline than Threads, it has only dropped about four million downloads in comparison to July. This is the lowest monthly downloads total in 2023.

Amazon Prime Video (down 21)

There doesn’t appear to be a reason why Amazon Prime Video has seen a downturn in downloads, as it has some of the most popular TV shows available on its platform. May just be due to the summer holidays, and fewer people watching TV.

Remini (down 24)

AI photo-enhancing app Remini has dropped 24 places in the charts, dropping back to its usual download rate of 8 – 12 million. It had a large spike in downloads last month.

That’s all for this month, come back next month to see the top risers and fallers! And if you want to check out the charts at any time, head over to App Rankings.

The post App Charts – Risers and Fallers (August 2023) appeared first on Business of Apps.

Supercell’s Clash Royale game achieved the milestone of $4 billion in total revenue. The accomplishment is quite the rarity, shared by only 15 other mobile games. It solidifies Clash Royale’s position as a standout in the industry.

Rising through the ranks

New data from Sensor Tower shows that Clash Royale managed to achieve the revenue highlight in just 92 months, joining other titans of gaming.

Notably, Genshin Impact shines in this group, accomplishing the impressive feat of reaching $4 billion in revenue within just 26 months from its late 2020 launch.

In comparison, PUBG Mobile achieved this milestone in 32 months, while Clash of Clans, the predecessor to Clash Royale, took a comparatively longer 43 months to reach the same level. While it may not have led the pack in terms of speed in generating revenue, its steady performance spanning 7 years has been impressive. In Q4 2021 it brought in a substantial $160 million in revenue.

Top rankings of mobile games by revenue

Source: Sensor Tower

Opportunities in mobile gaming

The achievement underscores the lasting profitability of the mobile gaming market and the strong demand for captivating app gaming experiences. It also points out the key role of consistent updates, well-crafted mechanics, and live events in ensuring sustained success in mobile gaming.

What Clash Royale has accomplished shows that combining these elements can lead to continued player interest and financial growth. This success confirms the effectiveness of smart game design and long-term player engagement strategies in the competitive world of mobile gaming.

In addition to Clash Royale, Clash of Clans has given rise to two spinoffs: Clash Quest and Clash Mini. However, Clash Quest was discontinued after making just $4 million in total revenue over 18 months.

Clash Mini, which launched in November 2021, earned a modest $2.7 million up to now. When compared to Clash Royale’s impressive $1.7 billion in revenue during the same period after its launch, it’s clear that Clash Mini faces a significant challenge in achieving similar profitability.

While the potential for Supercell’s third success remains uncertain, their past achievements hint that placing a bet on Supercell might be a winning move.

Beyond merely arranging cards, Clash Royale has stacked up an impressive $4 billion in total revenue, securing its position among the top players in mobile gaming. Ultimately, the mobile gaming landscape is ever-evolving and there’s a lot of space for innovative game design.

Key takeaways

• Clash Royale’s $4 billion revenue cements its mobile gaming dominance, spotlighting consistent performance and player engagement
• Genshin Impact’s rapid ascent signals the potential for quick revenue growth in the industry
• Clash Mini’s struggle highlights the challenge of replicating Clash Royale’s financial triumph

The post Clash Royale hits $4 billion revenue milestone, joins elite ranks in mobile gaming appeared first on Business of Apps.

Creators have flocked to TikTok Shop to offer up their products just two weeks ago after TikTok officially unveiled its shopping platform poised to reshape social commerce. But what’s in store for creators and app marketers?

Why launch TikTok Shop?

TikTok’s motivation behind this move is clear: it’s all about boosting the earning potential of its creators who are the main drivers behind the app’s success. Instead of the usual route of linking to external websites or dealing with the intricacies of third-party platforms like Amazon or Facebook Marketplace, TikTok Shop provides a streamlined space for creators to sell their goods, free from added fees or binding contracts.

That’s not exactly a new concept, but unlike its predecessors such as Instagram, Facebook, YouTube, and Snapchat, TikTok has taken its time to roll it out. The app introduced shoppable ads initially.

TikTok Shop feedback

Source: TikTok Shop

How Shop works?

TikTok’s new features bring influencers closer to their audience’s purchasing decisions. For influencers accustomed to swift product pitches in short videos, this transition to self-directed sales on a virtual store seems seamless.

Shops were initially trialled in November 2022 in the UK and US with limited users.

Notably, TikTok Shop features an affiliate program, allowing creators to earn commissions for promoting products. These commissions can range from 1% to customised percentages set by brands and the company.

In this evolving landscape, TikTok Shop bridges creators with commerce, enabling them to monetise their creativity and brands while refining the shopping experience for its users.

At the same time, it gives creators greater freedom in exactly how they wish to promote products.

Surely, it was only a matter of time before the app would jump on the commerce bandwagon but what sets TikTok apart is its precise algorithm that guides users to products featured in videos, a contrast to platforms like Facebook. TikTok’s strength lies in its ability to help users find not only mainstream products but also offerings from small businesses.

Key takeaways

• Just two weeks post-launch, creators rush to reshape social commerce on TikTok’s new platform
• TikTok Shop boosts earnings, offering direct selling minus third-party complexities, with a customisable affiliate program
• Gradual rollout, influencer-driven promotion, precise algorithm: TikTok bridges creativity and commerce, guiding users to products

The post TikTok launches its own Shop allowing creators to sell products directly appeared first on Business of Apps.

Disney has seen a massive drop off in the number of subscribers to its Indian streaming service Disney Hotstar over the past 12 months, with 12.5 million fewer subscribers in July 2023 than at the same point last year.

In the company’s latest quarterly financial statement, it removed the ‘total Disney’ paid subscriber count from its reporting to emphasize the separation between Hotstar and the core Disney+ service. Disney+ core, which includes domestic and international subscribers, increased by 0.7 percent year-on-year.

Hotstar, while potentially of immense value in the future for Disney, is currently responsible for three percent of Disney+ total revenues. It also has a much lower average revenue per user than the core Disney+ product, at $0.59 in the most recent financial quarter to Disney+ core’s $6.58.

Disney+ vs Netflix subscriber count 2020 to 2023 (mm)

Disney was riding high off the back of successive quarters of growth for the company’s streaming service, with news articles declaring Disney+ likely to surpass Netflix in overall subscribers by 2024. However, it was only through beefing the subscription numbers with Hotstar that it was able to come close to Netflix’s 238 million subscriber count.

Now, as Hotstar starts to falter, Disney is trying to make sure investors see the two services as separate.

Disney was already warning of a downturn in subscribers following Hotstar losing the rights to stream the Indian Premier League (IPL) cricket matches, which was a major selling point for the service with most advertising in the country mentioning IPL.

On top of that, India’s largest company by market capitalisation, Reliance Industries, has started aggressively promoting JioCinema, its competitor to Hotstar. It acquired the rights to stream the IPL and is currently offering it for free on its platform, to get more users to sign up.

Outside of Hotstar, Disney is seeing its subscriber count grow for Disney+ but at a much slower rate than in 2021 and 2022. At the same time, Netflix’s new lower cost subscription service with ads, alongside its password sharing ban, has led to an eight percent year-on-year increase in subscribers.

The post Disney’s Hotstar audience cratering, with 23.6% drop in subscribers appeared first on Business of Apps.

Changing strategy, social media platform X, aka Twitter, has opted to pull the plug on advertisers using its timeline to push their accounts and reel in fresh followers. The development was noticed by Axios, quoting an email dispatched to advertising clients.

What’s X doing now?

According to the report, these boosted accounts, coined as “Follower Objective” ads, contribute a whopping $100 million in revenue annually to X’s coffers worldwide.

In simple terms, “Follower Objective” ads involve a unique type of advertisement wherein a tweet is shown on a user’s timeline even if they’re not following the advertiser’s account. Complete with a clickable “follow” button, this ad format encourages users to become followers themselves. X posits that this ad type offers a straightforward method to rapidly up the follower count.

Despite still showcasing the Follower Objective format as an advertising avenue on its business portal, a communication from August 10, acquired by Axios, spilt the beans that X plans to gradually dial down the prominence of the “Followers Objective” ad component, with the process having kicked off last week.

Why promoted ads matter

X has acknowledged the deprecation of the ad unit, saying that. The platform is suggesting clients try different ad types. One is the engagement campaign, which highlights the advertiser’s name and account in the ad for more interaction. Another is the reach campaign, where advertisers pay for more people to see the ad. These options aim to help advertisers connect better with their audience and get more visibility.

Promoted follower ads have played a significant role for advertisers in connecting with their audience and fostering business growth on the platform. These ads serve as a tool for companies to target specific groups of users.

One of the primary advantages of promoted follower ads is their capability to target specific groups of users. Advertisers can fine-tune their campaigns to reach individuals based on various demographics, interests, behaviours, and other data points. This granular targeting lets companies direct their promotional efforts towards the individuals most likely to resonate with their brand or product.

Key takeaways

• X, formerly Twitter, alters strategy, reduces timeline ads, and explores novel advertising avenues for engagement
• “Follower Objective” ads boost X’s revenue, now transitioning to alternative methods
• Advertisers embrace targeted engagement and reach campaigns post-X’s timeline ad shift

The post X stops advertisers using timeline for promotion, prioritising new approaches appeared first on Business of Apps.

Within just three weeks, Threads seems to have gone from formidable Twitter rival to just another social app. Similarweb, the data aggregation and software firm, recorded a drastic decline of nearly 80 percent in daily user numbers, indicating a significant setback for the app. Could this spill the end for Threads?

Capturing attention

Similarweb data recorded a drop in daily active users on Android mobile devices, plummeting from 49 million to 11 million. But this analysis didn’t encompass user figures for Apple’s iOS mobile platform.

The count of global users on Android devices surged from 6 million on July 5, the day of Meta’s app launch, to 41 million the next day. It then reached a peak of nearly 50 million on July 7, equivalent to around 45 percent of Twitter’s usage on that particular day.

Threads vs Twitter change in usage

Source: Similarweb

Threads previously managed to capture more attention than its Twitter rivals such as Mastodon and Bluesky, but the steep decline in user engagement underscores the difficulties in attracting and retaining users in a highly competitive social media landscape.

Quick to rise, quick to fall

Threads quickly amassed 100 million users within just five days, a milestone that took Twitter 5.4 years to accomplish. A crucial factor in this achievement was Instagram, also a Meta-owned entity, which leveraged its existing audience of 1.4 billion to facilitate the recruitment of users for Threads.

However, it’s worth noting that Threads currently lacks a number of fundamental features and still needs to provide a compelling incentive for users to transition from Twitter or adopt Threads as their preferred social media platform.

App engagement on Threads

Source: Similarweb

Consequently, usage of the app has steadily dwindled since its launch, with daily active users on Android devices remaining at around 11 to 12 million over the last seven days.

Interestingly, the launch of Threads has not significantly impacted Twitter’s usage on the same platform. Following Elon Musk’s rebranding, Twitter, now known as X Corp, recorded a daily active user count ranging from 107 to 109 million on Android devices during the week after Meta introduced its text-based rival. In the subsequent week, this count oscillated between 108 and 114 million.

Key takeaways

• Threads saw an 80% drop in daily users within weeks, indicating challenges in social media competition
• Instagram’s support boosted Threads to 100M users quickly, a feat Twitter took years to achieve
• Despite initial attention, Threads faces decline and needs compelling features to rival Twitter’s dominance

The post Threads vs Twitter: from rival to retreat in 3 weeks appeared first on Business of Apps.

If you’ve been wondering how exactly you could retain more of your app users, Duolingo may be a good one to turn to. The language app uses a unique approach to retaining app users through its ‘streak’ feature, which motivates users to maintain a consistent daily app usage. And the results of this approach are truly impressive with Duolingo achieving a record 17 million daily active users (DAUs) in June 2023. Let’s dive in.

Copy cats

Duolingo’s success in boosting DAUs is even more noteworthy given that education apps, overall, have seen downloads decline.

Education app installs fall

Source: Sensor Tower

Based on data from Sensor Tower, there has been a noteworthy rise in the adoption of the ‘streak’ feature among education apps. For instance, two prominent apps, Busuu and Drops, recently integrated this feature into their platforms and witnessed a substantial upswing in total sessions.

Following the implementation of the ‘streak’ feature, Busuu experienced a 15 percent surge in total sessions within just one month. It shows just how powerful such motivational elements can be and the significant impact they can have on user engagement and overall app usage, contributing to the success of these apps in the competitive education market.

The benefits of adding a ‘streak’ feature

An analysis of language learning apps reveals that those that incorporate the ‘streak’ feature exhibit outstanding levels of user engagement. Duolingo, in particular, stands out as a prominent example of this phenomenon. Users are highly motivated to maintain their daily streaks, which translates to increased time spent on the app and more frequent weekly sessions.

Whether there’s a broader application to the ‘streak’ feature remains to be determined.

Higher user engagement with streak feature

Source: Sensor Tower

However, the potential benefits it offers are substantial and worth considering for app developers aiming to boost user engagement, decrease churn, and maintain a high DAU count.

To leverage the potential benefits of the ‘streak’ feature effectively, it’s essential to design it thoughtfully, ensuring it aligns with your app’s purpose and offers genuine value to users. When executed well, incorporating this feature can be a promising strategy to enhance user loyalty and elevate your app’s performance in the competitive landscape of mobile applications.

Key takeaways

• Duolingo’s ‘streak’ feature effectively retains users by encouraging consistent daily app usage
• Data shows a rise in ‘streak’ feature adoption in education apps, boosting engagement and sessions
• The ‘streak’ feature enhances user engagement and retention, making it a valuable strategy for app developers

The post Duolingo’s ‘streak’ feature drives record 17 million DAUs appeared first on Business of Apps.

MiHoYo, the Chinese gaming app developer behind Genshin Impact, has now reached $8 billion in user spending across its catalogue of mobile games. That’s according to data published by app experts AppMagic. But what’s been driving the company’s success?

The impact of Genshin Impact

Based on Appmagic data, Genshin Impact stands out as the primary contributor to MiHoYo’s $8 billion in user spending, accounting for 73% of the total.

It’s no surprise, considering the game’s continued popularity nearly three years after its launch, reaching an 11-month peak earlier this year. The sustained success of Genshin Impact has undoubtedly played a pivotal role in driving MiHoYo’s remarkable financial achievement.

miHoYo Games revenues and download tracker

Source: AppMagic

No one-hit wonder

Naturally, many industry experts and gamers have wondered if MiHoYo’s achievement with Genshin Impact was replicable or if it was a one-off phenomenon. Since its announcement as MiHoYo’s first new release after Genshin Impact in 2020, Honkai: Star Rail attracted some impressive attention among gamers.

The title surpassed expectations and reached 20 million downloads within just two days. As a result, the game’s consumer spending has flourished, even surpassing Genshin Impact’s revenue in May. Perhaps more impressively, the data shows that MiHoYo can create hugely successful and engaging gaming experiences beyond Genshin Impact.

Honkai Impact 3rd follows in second place with 18% of the total spending, while the newly released Honkai: Star Rail has quickly amassed 6% of the total consumer spending.

Regarding regional consumer spending, Asia takes the lead, with China accounting for 39% and Japan at 21%. The United States represents 15% of the consumer spending.

When it comes to spending per store, the App Store leads the way with 69% of the total spending, with Google Play trailing behind at 31%.

China has been a dominant force in the mobile gaming industry, particularly in June, with MiHoYo playing a significant role. The top three most lucrative mobile games in June all originated from China, showcasing the country’s remarkable influence in the mobile gaming landscape.

Key takeaways

• MiHoYo’s mobile game spending reached $8 billion in consumer spending, with Genshin Impact contributing 73%
• Honkai: Star Rail generated enough spending to account for 6% of the total consumer spending in just a few months
• Asian markets, particularly China, play a dominant role in driving consumer spending

The post MiHoYo reaches $8 billion in user spending across top mobile games appeared first on Business of Apps.

The number of apps with subscription revenue as their main form of income has taken off in recent years across all verticals with installs of subscription apps reportedly reaching 5.2 billion between January 2022 and April 2023.

Here are some key subscription app statistics:

• In 2023 so far, there has been 35% rise in total consumer spend in subscription based iOS apps and a 24% on Android

• Subscriptions accounted for around 70% of in-app purchase revenue for non-games

• Average yearly subscriptions have hit $37.51

• Social media platforms like Twitter, Meta and Snap are offering subscription models with their monthly charges hitting $11, $14.99 and $3.99 respectively

It remains that more and more apps are moving to monetization models but how can you ensure sustainable, profitable growth?

Join us at App Promotion Summit SF – Subscription App Strategies on September 28 to find out how to successfully market subscription apps and learn best practices to ensure growth.

The post Key subscription app statistics appeared first on Business of Apps.

India’s mobile gaming market is growing at a rapid pace with 4.32 billion game downloads in 2023, or 15.3% of the global total. That’s according to the latest report from app experts Apptica which finds that the country is now even surpassing leading players such as the US and Brazil. Let’s take a closer look.

A near 1% increase over 2022

The rise in game app downloads represents a notable 0.9% increase compared to the same period in 2022. In comparison, Brazil ranked second with 2.99 billion downloads (10.59%), followed closely by the US with 2.57 billion downloads (9.08%). The figures demonstrate India’s significant presence and influence in the mobile gaming industry, suggesting that its position in the market is likely to continue ascending.

Gaming app downloads in the top 15 countries

Source: Apptica

China, known for being the largest mobile-first gaming market globally, surprisingly ranked sixth in terms of total game downloads with 1.3 billion, representing 4.59% of the overall downloads.

But revenues leave much room for improvement

However, revenues in India remain low. The country didn’t even rank among the top 15 markets for revenue generation from gaming apps.

The US led at a revenue of $5.71 billion, claiming a market share of 26.61%, which is an increase from 22.61% in the same period of 2022. Japan followed closely with $4.17 billion in revenue (19.43%), and China secured the third position with $3.32 billion (15.05%).

Comparison of gaming app revenues

Source: Apptica

Google vs Apple

Google Play emerged as the dominant platform for game downloads, accounting for a significant 88.63% of the market, leaving the App Store with just 11.37%.

Top platforms

Source: Apptica

However, in terms of revenue, the App Store pulled ahead, claiming 56.26%, while Google Play accounted for 43.74%. This suggests that although Android and iOS platforms come close to each other in terms of revenue, iOS users spend significantly more on average than Android users.

Genre by genre

In H1 2023, most genres experienced declines in downloads compared to the same period in 2022. Casual games took the lead in terms of downloads with 4.15 billion, slightly lower than the 4.25 billion in the first six months of 2022. But its market share rose by 0.62%.

The second most popular genre during this period was Action, but it experienced a decrease in market share, dropping from 4.29 billion to 3.9 billion downloads, resulting in a reduction of 0.18%. Simulation games secured the third spot with 3.27 billion downloads.

Download share by gaming app subcategories

Source: Apptica

As for revenue, all genres faced year-on-year declines, marking an ongoing trend of normalisation in the market after the surge during the “Covid boom.”

In terms of highest-earning genres, the top three remained unchanged from H1 2022.

Subway Surfers had a strong showing as the most downloaded Android title with 116.5 million downloads and ranked seventh on the iOS charts. Eggy Party claimed the top spot on the iOS charts with 32.2 million downloads. On the revenue side, Coin Master led on Android with $228 million, while Honour of Kings dominated on iOS with a staggering $766 million.

Key takeaways

• India sees 4.32 billion in gaming app downloads (15.3% global) in H1 2023, outpacing US and Brazil, but low revenue ranking
• Google Play leads downloads (88.63%), App Store dominates revenue (56.26%) in H1 2023
• Casual games lead with 4.15 billion downloads, Action declines to 3.9 billion, all genres face revenue declines

The post Gaming app downloads in India soar taking 15% of global total, but revenues can’t catch up appeared first on Business of Apps.

Global app install ad spend, which refers to the expenditure made by mobile apps to attract new users and encourage them to install their apps, is estimated to reach $94.9 billion by 2025. That’s according to the latest report from mobile app experts AppsFlyer.

Market fluctuations

The projected rise indicates a significant 20% growth compared to the figures recorded in 2023.

But it’s important to note that ad spending in this sector is expected to experience notable fluctuations due to the current economic downturn and the subsequent anticipated recovery.

Changes in global app install ad spending

Source: AppsFlyer

Between 2021 and 2023, AppsFlyer projects a decline of 15% in ad spending. However, starting from 2023, the forecast predicts a substantial 20% surge in ad spending by 2025. These fluctuations reflect the dynamic nature of the market influenced by economic conditions and recovery trends.

Influential factors

The mobile app marketing landscape saw significant and unprecedented changes recently. Apple’s App Tracking Transparency (ATT) framework, introduced in April 2021, no doubt, had a profound impact on marketers’ ability to measure and optimise campaigns. This shift towards aggregate data instead of user-level data optimisation has prompted the emergence of alternative measurement solutions. However, the industry has yet to fully recover to pre-ATT levels.

Add to that the Covid-19 pandemic which drove rapid digital acceleration with lockdowns and social distancing measures. Mobile apps capitalised on this by running aggressive user acquisition campaigns, particularly in the gaming sector. However, contrary to expectations, digital usage eventually cooled down and returned to pre-pandemic levels.

App install ad spending by region

Source: AppsFlyer

Furthermore, the global economic downturn and rising inflation rates in 2022 affected mobile businesses. Consumer-facing B2C mobile apps reduced marketing budgets and even downsized staff. The war in Ukraine added another shock to the global economy, particularly impacting energy and food markets in Europe, causing supply constraints and price hikes.

These developments have brought about significant volatility.

AppsFlyer’s data for the first five months of 2023 compared to the same period in 2022 indicates a 20% decline. Considering the ongoing recession and the projections of financial analysts, a further 6% decrease in ad spending is forecast for this year.

Toward privacy

In addition to the projected economic recovery, advancements in privacy-enhancing technology and measurement solutions are playing a crucial role in impacting ad budgets. Many apps and media sources have also adapted to Apple’s SKAdNetwork and continue to invest in the platform due to the high quality of its user base, despite the data restrictions.

Looking ahead, the adoption of SKAdNetwork 4.0, along with subsequent releases and enhancements like SKAN 5.0, is expected to reach critical mass. These updates bring significant upgrades to measurement capabilities, further empowering marketers.

Another significant development on the horizon is Google’s planned release of Privacy Sandbox for Android in 2024, which is anticipated to be smoother than Apple’s privacy changes and is likely to provide marketers with substantial visibility into campaign performance for both user acquisition and remarketing.

Data clean rooms

Source: AppsFlyer

Among the notable privacy-enhancing technologies, data clean rooms stand out. These secure environments enable the processing and management of sensitive data in a privacy-compliant manner, ensuring its appropriate usage.

Marketers face pressure to meet the growing demand for smartphones, particularly in developing countries, where a 13% increase in smartphone usage is projected between 2022 and 2025. This demand requires marketers to demonstrate continuous growth and adapt to evolving market dynamics.

Key takeaways

• App install ad spend is projected to reach $94.9B by 2025, with fluctuations due to the economy and privacy changes.
• Privacy-enhancing technology and measurement solutions impact ad budgets
• Marketers face pressure to meet smartphone demand in developing countries

The post Global app install ad spending to increase 20% by 2025 appeared first on Business of Apps.

A whopping 38% of all games developed in Brazil between 2020 and 2021 were primarily designed for mobile devices. That’s according to data from Abragames’ 2022 Brazil Games Industry Report. What does this mean for Latin America and the mobile gaming industry at large?

Brazil emerges as a mobile gaming powerhouse

Brazil has quickly emerged as a leading force in the global gaming market, currently ranking as the tenth-largest market worldwide and the foremost market in Latin America. The immense popularity of mobile gaming has contributed to this growth, with a diverse range of developers and over 12,000 employees working across more than a thousand game-making companies.

Games developed for various device types

Source: Brazilgames

Notably, Wildlife Studios has been recognised as the country’s first unicorn achieving a valuation of $3 billion in 2020, further cementing Brazil’s status as a key player in the gaming industry.

All eyes on Brazil

This has attracted international investment such as Epic Games’ investment in Aquiris Game Studio. This move resulted in the acquisition and rebranding of the studio as Epic Games Brasil.

57% of the country’s 1,009 developers reported generating revenue from abroad, either through games or services provided to foreign partners, amplifying Brazil’s global reach.

Revenues from abroad

Source: Brazilgames

Among respondents, 55% identified the US as a major market, showcasing the nation’s enduring significance on the world stage. Following closely behind were Latin America (53%), Western Europe, and Canada, with each region capturing the attention of 49% of respondents. Curiously, China, renowned as the world’s largest mobile market, was recognised as a major market by only 23% of respondents, sparking intrigue and raising questions about its relative prominence in the industry.

A diverse sector

The report notes that Brazil stands out among LATAM countries, with revenue surpassing $2.3 billion in 2021, reflecting year-on-year growth of 5.1%. Some 75% of Brazilian consumers are dedicated gamers, frequently indulging in gaming experiences primarily on phones, tablets, and PCs.

What’s more, Brazil’s gaming industry is rather diverse with 30% of employees being women, and a majority of 62% holding essential positions in art design, programming, and project management.

Women in the industry

Source: Brazilgames

Emphasising inclusivity, 57% of Brazilian game studios actively cultivate diverse workforces, embracing individuals from diverse ethnic backgrounds, the queer community, people with disabilities, and those who are neurodiverse. This commitment to diversity contributes to the vibrant and inclusive nature of Brazil’s thriving games industry.

Key takeaways

• Brazil’s gaming industry witnesses a staggering 38% of games developed for mobile devices
• Brazil emerges as the leading gaming market in Latin America, with revenue exceeding $2.3 billion in 2021
• Brazil’s gaming industry embraces diversity, with women comprising 30% of employees and inclusive workforces in many game studios

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Screen readers may be the latest malware to watch out for, according to testing from app shielding expert Promon. The company uncovered some pretty disturbing vulnerabilities among the top financial apps on the Google Play Store. Let’s take a look.

What are screen readers?

Screen readers are used to transform digital text into synthesised speech or braille output. That makes them essential tools for accessibility. And unsurprisingly, their main purpose is to aid visually impaired individuals in navigating and engaging with digital content.

However, the extensive access required by screen readers and other accessibility services poses a potential risk for misuse, as it grants wide-ranging access to the screen and its contents.

Malware that can access a user’s screen is also capable of stealing sensitive information, intercepting two-factor authentication, controlling the device and bypassing security features.

Screen readers as malicious actors

The Security Research team at Promon developed a simulated malicious screen reader capable of reading and extracting data from an application. They conducted tests on 100 apps and found that the screen reader program successfully read and exfiltrated data from 85 out of 92 apps (92.4%). Only seven apps (7.6%) demonstrated effective defence mechanisms against the screen reader’s attempts to access the data.

Android’s operating system contains numerous loopholes that malicious actors frequently exploit to infiltrate devices and acquire unauthorised access to sensitive information. This information encompasses confidential conversations, personal data, and financial transactions.

Through the exploitation of these vulnerabilities, malware can operate silently in the background, executing tasks and actions without the user’s knowledge. This includes the covert reading and interception of content displayed on users’ screens, even within financial apps responsible for handling delicate data like banking transactions, PINs, and account balances.

Majority of financial services apps not adequately protected against screen reader malware

Source: Promon

Malware with elevated permissions can also exfiltrate captured data through various channels, allowing analysis, extraction of personal details, and exploitation for financial gain or illegal activities.

Where do we go from here?

App Shielding technology can help mitigate the threat of malicious screen readers, but developers can also take immediate steps. They can implement code to detect screen readers and decide whether to display a warning, shut down the app, or continue normally. However, these solutions have drawbacks, such as warning messages being bypassed by malware. Developers can verify the application using accessibility features to avoid shutting down legitimate apps.

Furthermore, upcoming security features in Android 14 aim to prevent accessibility service abuse. Developers will be able to restrict non-accessibility tools from interacting with their app, ensuring that only declared tools can access certain views.

Although this is a positive development, it’s important to note that the rollout of Android 14 will take time, and OS features should always be complemented with strong defensive measures at the app level to safeguard end-users.

Key takeaways

• 92.4% of finance apps were susceptible to data extraction by malicious screen readers
• Malware leveraging screen reader capabilities can silently intercept sensitive information, posing risks to confidentiality and security
• Implementing app-level defenses, such as code to detect screen readers can help mitigate these threats while upcoming security features in Android 14 offer additional protection

The post Malicious screen readers can extract data from 92% of finance apps appeared first on Business of Apps.

Fitness and health apps saw some of the worst adoption on both app stores in Q4 2022 since the beginning of 2020. That’s according to a new report from performance marketing agency AdQuantum based on SensorTower data. Let’s take a look at the changing fitness app market, emerging trends and best-performing strategies.

Why did fitness and health app adoption slow in 2022?

The decline in fitness app uptake in recent years needs to be considered in the context of strong growth during the COVID-19 pandemic as lockdowns and social distancing measures prevented people from accessing in-person fitness activities. This led to increased demand for indoor entertainment options. Additionally, cancelled classes and gym memberships freed up budgets for alternative fitness solutions.

Following the peak growth in the second quarter of 2020, the growth rate gradually decelerated with fluctuations. This decline in growth can be attributed to the resumption of in-person activities as restrictions eased.

Quarterly downloads by app store

Source: AdQuantum 

But session numbers are still up

Despite the drop in app installs, there are positive indicators when examining user sessions. Session numbers remained consistent and even increased by around 1%. in 2023. This suggests that a significant portion of users acquired during the peak install period have been retained, and the current user acquisitions are more active and likely to have higher lifetime value (LTV).

Day 1 retention rates showed an increase from 25% in Q3 2021 to 35% in Q3 2022, and from 21% in Q4 2021 to 38% in Q4 2022. These metrics highlight that volume alone is not the sole determinant of success.

Health & Fitness App retention rates H2 2021 vs. H2 2022 (Global)

Source: AdQuantum 

Median stickiness rates for health and fitness apps rose from 15% and 14% in Q3 and Q4 2021, respectively, to 20% in Q3 2022 and 21% in Q4 2022. In other words, users are still actively engaging with fitness apps.

It’s not surprising that higher-income countries also see higher conversation rates of free trials and paid subscriptions. Prices of weekly plans tripled in Q4 of 2022 and monthly subscriptions followed that trend at a slower pace.

Total revenue in the Health & Fitness category by country

Source: AdQuantum 

Optimising your benchmarks

It’s crucial for marketers and developers in the health and fitness app industry, as well as the mobile marketing industry as a whole, to adapt to the evolving needs of their users. By understanding the specific experiences users seek within their respective markets and regions, better user acquisition campaigns and retention initiatives can be developed to attract the right users and provide them with the experiences that drive LTV.

In 2022, user-generated content style ad creatives were preferred by users of health and fitness apps. Three effective marketing approaches emerged: demonstrating simple exercises, incorporating gamification, and featuring real people in good shape.

To cater to the evolving needs of fitness enthusiasts, health and fitness app developers must prioritise creating an enhanced user experience. This includes developing apps that facilitate seamless management of activities with a high level of customisation and compatibility with wearable technologies.

Key takeaways

• Fitness and health app growth declined in Q4 2022, the worst adoption since the beginning of 2020
• User session numbers remained consistent and increased by around 1% in 2023
• Retention rates improved significantly, with Day 1 retention rates reaching 35% in Q3 2022 and 38% in Q4 2022

The post Fitness app adoption hit its worst quarter but sessions remained consistent at 1% rise appeared first on Business of Apps.

A surprising revelation was recently made about WeChat, the popular Chinese messaging and social app. The app now has over 400m monthly active users for its mini-games. How did it get there? And what are mini-games?

Mini-games in WeChat

According to a presentation from Chinese game analytics firm Gamelook, WeChat, which boasts over 1 billion users globally, has a thriving subset of mini-games.

Initially introduced in China in 2017, WeChat’s mini-games became available worldwide in 2019. The games incorporate a wide range of features including video streaming and document sharing, making WeChat a versatile platform for personal and business use.

WeChat was launched by Tencent in 2011 and has been growing rapidly ever since. It’s now one of the key revenue drivers for the app maker.

Mini-games are good for business

Given the immense user base of WeChat, it’s not surprising that its mini-games attract a significant number of players. With over 1 billion users engaging with the app for various purposes, from messaging to shopping to viewing video, it’s unsurprising that games are thriving as part of the social ecosystem the app created.

Pinball King is a successful mini-game on WeChat 

Source: The Bejinger

This trend has caught the attention of businesses, that started exploring ways to capitalise on the mini-game craze as early as 2019.

Competitors such as TikTok have also ventured into integrating mini-games into their offerings. TikTok has recently experimented with mini-games in the UK, primarily focusing on hypercasual titles.

For developers and publishers, the challenge lies in figuring out how to monetise the emerging trend. Mini-games differ significantly from full-fledged mobile titles, posing a unique set of considerations.

However, given user numbers and data, it’s likely we’ll soon be able to access insights into whether mini-games will emerge as major contenders in the gaming industry or remain a passing trend.

Key takeaways

• WeChat’s mini-games thrive with 400m users, showcasing their popularity and impact within the platform’s ecosystem
• Mini-games on WeChat drive revenue for Tencent
• Businesses seek to capitalize on the mini-game trend, exploring opportunities for monetisation and engagement in this growing market

The post WeChat’s mini-games attract 400 million users a month appeared first on Business of Apps.

Apple revealed a new ad format for the App Store, exclusively tailored for the Today tab. The revamped design presents a more concise layout compared to the previous full-height card style. Let’s take a closer look.

What’s the new Today tab ad format?

If an app is featured on the Today tab it’s displayed on the front page of the App Store. This means users will instantly see apps.

To enhance the user experience, the new format for the Today tab will be streamlined to showcase essential elements such as the app icon, name, and subtitle as entered in App Store Connect.

In this updated format, ads will be fully visible on the Today tab without the need for scrolling. Users will no longer have to navigate through the page to view the entire advertisement, ensuring a more convenient browsing experience.

The simplified design will be implemented across all countries and regions where Today tab ads are currently featured. But it’s important to note that the new format will only be available on iPhone devices running iOS 16.4 and later. Users with iOS 16.3 or earlier versions, as well as iPad users, will not have access to the Today tab ads in this updated format.

Cutting time by cutting the review process

Some marketers will rejoice at the mention that due to the new ads no longer utilising creative content from a custom product page, the custom product page designated as an ad tap destination won’t undergo a review process before an ad is launched.

However, it’s important to note that Apple Search Ads will still review app icons, names, and subtitles to ensure compliance with the content guidelines specific to Today tab ads and adherence to Apple Advertising Policies.

Updated ad guidelines

Apple also shared some updated ad guidelines. App marketers should not use images in app icons and names or subtitles that are considered inappropriate. Pricing or phrases such as “game (or app) of the day” are also not allowed. Custom product pages for redirects much be localised to the primary languages and app names and subtitles should match the language for associated countries and regions.

Existing campaigns will be changed over to the new format in July and developers won’t need to take any further actions.

Key takeaways

• Apple’s Today tab gets a sleek ad makeover, showcasing app icons instantly without scrolling.
• The new format is limited to iPhone devices on iOS 16.4+, not available on older iOS versions or iPad.
• The review process for custom product pages was eliminated, but ad content is still subject to Apple’s guidelines

The post Apple gives ads on the Today tab a makeover appeared first on Business of Apps.

In-game ads tend to attract higher viewability rates according to new research from game ad platform Anzu, in collaboration with global attention tech company Lumen Research. This study, the most extensive of its kind thus far, delved into the influence of attention on digital advertising, with a particular focus on intrinsic-in-game ads. The objective was to asses the impact of ads on gamers, explore the connection between attention and purchase intent, and delve into other pertinent aspects.

Viewability is higher for in-game ads

To conduct the study, researchers collected data using eye-tracking technologies, analyzing information from 25 Anzu studies, 90 studies on in-game ad attention, forced exposure tests, and more.

According to Lumen’s dataset, across 42 different digital ad formats such as YouTube ads and Facebook feeds, the average viewability score was 78 percent, but in many cases, it fell below 50 percent.

Viewability by average and in-game

Source: Anzu

However, Anzu’s in-game advertising achieved an impressive viewability score of 98 percent.

Interestingly, not only Anzu’s in-game ads but ads in games overall demonstrated higher viewability scores compared to the average of 78 percent for all formats studied. Among gamers, the viewability score increased to 85 percent. Furthermore, the time spent watching ads in games was slightly longer as well, with an industry average of 2.9 seconds per ad compared to 3.1 seconds in games.

There’s one caveat…

The active attention span of gamers towards these ads is actually slightly lower compared to other formats. Then again, mobile ads outperformed desktop ads overall, and gamers showed a higher likelihood of making a purchase from brands they encountered through in-game ads.

Viewability across different formats

Source: Anzu

Anzu’s co-founder and CEO, Itamar Benedy, highlighted the growing concerns among advertisers about the quality and value of ad delivery and media impressions.

“With the average global ad blocking rate now estimated at 37 percent, 52 percent of all consumers not paying attention when ads come on the TV, and 65 percent of people skipping video ads at the first chance they get, unsurprisingly, advertisers are beginning to question the quality and value of ad delivery and media impressions.”

In contrast, Benedy emphasized that gaming provides a highly impactful channel that captures significant levels of attention, which has not been witnessed to this extent in the digital ad space.

Key takeaways

1. In-game ads achieve viewability score of 98%, surpassing the average of 78% for other digital ad formats
2. Gamers show an 85% viewability score overall, indicating their engagement with in-game ads
3. Advertisers are increasingly questioning the value and effectiveness of ad delivery and media impression

The post Attention grabbers: in-game ads score 98% for viewability appeared first on Business of Apps.

Some 77% of players who have ever converted to in-app purchases (IAP) did so within the first two weeks of downloading a mobile game. That’s according to the latest report by Unity, the platform for creating and operating interactive, real-time 3D content, which examined current efficiency in monetisation and user acquisition strategies in mobile games. Let’s take a look.

Timing is everything

Developers of gaming apps are well aware that managing a game with IAPs demands significant resources. Understanding effective player conversion strategies and optimal timing for IAP implementation is crucial to develop a sustainable monetisation approach without unnecessary resource allocation.

Now, Unity revealed that timing is a critical factor, as a whopping 77% of players who have ever converted to IAP do so within the first two weeks of engaging with the game. Players who have not made an in-game purchase during the initial 14-day period should be regarded as prime candidates for exploring alternative monetisation methods. Segmenting these players and offering them opportunities to view ads or engage with in-game offerwalls can serve as effective revenue streams.

Notably, the study found that players are most receptive to rewarded ad placements between game levels, followed by placements within the IAP store and in the lobby or pre-level phase.

Where the most engaged users are

Source: Unity

While 18% of games incorporate rewarded video ads within their IAP stores, the audience visiting the IAP store consists primarily of players who are already considering making purchases. This implies that in-store placement strategies may limit the exposure of these ads to a specific subset of players, as many players who have no intention of making in-app purchases may never visit the store.

Offerwalls and tier 2 countries

Since player behaviours continue to evolve, developers must find additional monetisation avenues. Unity says that offerwalls, in particular, have the potential to generate substantial revenue for games employing multiple monetisation strategies. Some 38% of total ad revenue is derived from offerwalls in games that incorporate this feature.

User retention with offer-walls

Source: Unity

Moreover, the data demonstrated a distinct advantage in player retention for those who engage with offerwalls. Comparing retention rates from day 7 to day 120, players who converted through offer-walls exhibited up to 5x higher likelihood of continuing to play.

This retention advantage is most pronounced in later stages. Take day 90, where offer-wall converters maintained a retention rate of 14%, while other players fell below 3%.

Of course, there’s always the argument that managing limited resources can make paid user acquisition a challenge. Which is why identifying even minor opportunities for campaign optimisation becomes paramount to maximising the value of every dollar spent.

Tier-2 country CTR

Source: Unity

The data suggests that advertising in tier-2 countries can be more cost-effective compared to tier-1 countries. Tier-1 countries tend to have lower buying power. Tier-2 countries here included Australia, Germany, Denmark, France, Italy, Japan, South Korea, Norway, Sweden, and Singapore. On the other hand, tier-1 countries consisted of the US, Canada, and the UK.

Key takeaways

• 77% of players make in-app purchases within the first two weeks of downloading a game
• Non-purchasing players are prime candidates for in-game advertising
• Cost-effective user acquisition and revenue generation opportunities lie in tier-2 countries

The post 77% of players make in-app purchases within the first two weeks of downloading a game appeared first on Business of Apps.

China retains its unrivalled position as the dominant force in the global mobile gaming industry, capturing a staggering 31.7% share of the worldwide mobile games revenue, all generated domestically. That’s according to the latest research from video games market research firm Niko Partners.

China leads in revenues

China is expected to reach $57 billion in gaming revenues by 2027. That figure includes mobile, PC and console games. Game companies in the country now account for 47% of mobile gaming revenues and 39% of PC revenues globally.

“Chinese game companies are growing internationally, and they are making bold investments at higher rates than ever,” said Lisa Hanson, CEO and founder of Niko Partners. “PC games revenue generated overseas by Chinese owned companies rose by 22% in 2022 and is expected to grow by a 13.8% CAGR through 2027 – which is higher than the domestic growth rate by a significant margin. You must get to know Chinese developers and publishers both in the domestic market and abroad if you are serious about the global games industry.”

China mobile gaming revenues projected to grow

Source: Niko Partners

Gamers on the rise

Despite a declining population, the country is projected to reach a whopping 730 million gamers. In terms of revenue distribution, mobile games account for 66%, PC games for 31%, and console games for 3%.

In 2022, Tencent and NetEase dominated the domestic PC and mobile games revenue, capturing a combined market share of 61%.

However, their dominance weakened compared to 2021 due to underperformance of existing titles and a lack of new game launches. This suggests that other competitors are gaining ground.

In Q1 of 2023, both companies reported positive earnings, with Tencent’s domestic game revenue growing by 10.9% year-on-year and NetEase’s total games revenue increasing by 7.6% year-on-year.

Interestingly, 42.8% of active gaming and esports content viewers in China make in-game purchases every month, compared to only 2.2% of gamers who do not watch esports or gaming content. Furthermore, gamers who engage in live streaming tend to spend, on average, 70% more per month than those who do not.

“China’s market can be tough for domestic and foreign companies, but the country remains the #1 market globally for games revenue and the number of gamers, and cannot be ignored,” stated Lisa Hanson, CEO and founder of Niko Partners. “Game companies are successful in China, both through officially approved releases on app stores and unlicensed releases through platforms such as Steam International. If we consider games published through Steam in China as if Steam were a single entity, the revenue generated from the platform would make surpass all other publishers in the country except for Tencent and NetEase.”

Key takeaways

• China accounts for 31.7% of worldwide mobile games revenue
• China is projected to achieve $57 billion in gaming revenues by 2027
• China is expected to have a massive 730 million gamers, with mobile games accounting for 66% of revenue

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Perhaps it was only a matter of time before we’d all get tired of the endless stream of influencers on our social apps unpacking or promoting products. Now research by SaaS platform provider EnTribe confirms that the majority of consumers aren’t interested in influencer posts and, worse, do not trust brands using them. Let’s dive in. 

Influencers are out

To understand consumer sentiment, EnTribe polled over one thousand American consumers in April 2023 to get their views on influencer content and how purchasing habits would differ if brands used consumer content instead. 

A whopping 81% of consumers said that a brand’s use of an influencer had no impact on their brand perception. In some cases, it even had a negative impact. Roughly half (51%) said they simply scrolled past these pasts. With 86% of users regularly seeing influencer posts on their social media feeds, perhaps it comes as little surprise that they’re a bit fed up. In fact, nearly a third said they hated these posts and found them untrustworthy.

Losing faith in influencers

Source: EnTribe

Just 12% have actually made a purchase of a product promoted by an influencer compared to 62% who had not.

And perhaps even more damning, 42% said they regretted their purchase.

But what’s the alternative for brands?

Consumers are in

Well, there are good news for marketers, because 90% of respondents said they would prefer for brands to share content from consumers instead. And not the ones you pay. No, actual consumers. 

86% said they would trust a brand more if it publishes user-generated content and 12% would make a purchase.

A whopping 90% of respondents had previously made a purchase after a friend or family recommended a brand. 

Greater trust in UGC

Source: EnTribe

And reassuringly, 82% would be inclined to make a purchase from user-generated content. 

The findings underscore an increasingly negative attitude consumers hold toward social media influencers. As a consequence, brands are reducing their reliance on mega-influencers and opting for user-generated content instead. 

Key takeaways

• 81% of consumers are unaffected by influencers
• 90% prefer brands sharing consumer content
• 90% made purchases based on recommendations

The post Out with influencers, in with consumers: 90% prefer real content appeared first on Business of Apps.

Some 81% of devices now use iOS 16 according to data released by Apple in the lead-up to the highly anticipated WWDC 2023 event. The company recently unveiled fresh insights into the widespread adoption of iOS 16, just as it gears up to introduce its newest mobile operating system, iOS 17.

iOS adoption

While 81% of devices adopted iOS 16, a notable 13% of devices remain loyal to iOS 15. Another 6% persist with earlier variations of the operating system.

Among iPhones released in the past four years, 90% use iOS 16, while 8% use iOS 15 and just 2% are still running older versions of the operating system. 

Apple iOS 16 adoption

Source: Apple

In addition to sharing insights on iOS 16 adoption, Apple also disclosed fresh statistics regarding the adoption of iPadOS 16. These numbers shed light on the software preferences among iPad users.

According to the data, a substantial 71% of all devices opt for the feature-rich iPadOS 16, while a notable 20% continue to rely on the previous iteration, iPadOS 15. The remaining 9% of iPad users are still using earlier versions of the operating system, showcasing a diverse range of preferences.

Taking a closer look at iPads introduced within the last four years, the majority of 76% are now equipped with the advanced capabilities of iPadOS 16. A respectable 18% of these modern tablets are running on iPadOS 15, while 9% persist with previous versions.

Operating system adoption on iPads

Source: Apple

WDC 2023

The news arrives just a few days before Apple’s much-anticipated 2023 Worldwide Developer Conference, where the tech giant is poised to unveil its latest hardware and software updates. 

Among the announcements expected at the conference is the introduction of iOS 17, which is rumoured to incorporate the capability for European users to side-load apps. This move is aimed at ensuring compliance with the Digital Services Act. 

As the iOS App Store boasts a staggering 101 million monthly active users in Europe alone, it will fall under the classification of a very large online platform (VLOP) according to the regulations set forth by the European Union.

Apple also made headlines earlier this week by disclosing forthcoming tax modifications for iOS developers. Furthermore, the company shared an astounding figure, revealing that the App Store ecosystem contributed a staggering $1.1 trillion in revenue in 2022.

It seems the company is all too aware of needing to comply more effectively with regulatory requirements.

Key takeaways

• 81% of devices are now using iOS 16, according to recently released data from Apple
• 13% of devices are still running on iOS 15, while 6% continue with earlier versions
• Among iPhones released in the past four years, 90% are on iOS 16, 8% on iOS 15, and only 2% on older versions

The post 81% of devices are now using iOS 16 according to Apple appeared first on Business of Apps.

Tech giant Apple made this week announced a series of upcoming tax changes that will impact apps, in-app purchases, and subscriptions. These changes are set to take effect from May 31. Let’s take a closer look.

App Store tax changes

In a blog post, the iPhone-maker highlighted that developers on the App Store will see modifications in their proceeds from the sale of apps, in-app purchases, and auto-renewable subscriptions, all in accordance with newly implemented tax adjustments. Prices won’t be affected.

The changes are as follows:

• Ghana: Increase of the VAT rate from 12.5% to 15%.
• Lithuania: Reduction of the VAT rate from 21% to 9% for eligible e‑books and audiobooks.
• Moldova: Reduction of the VAT rate from 20% to 0% for eligible e‑books and periodicals.
• Spain: Digital services tax of 3%.

Apple also revealed that it will now withhold taxes for all sales made in Brazil. This decision is in response to the new tax regulations introduced in the country. As part of its role in administering the collection and remittance of taxes, Apple will handle these responsibilities on a monthly basis.

Accessing your tax information

Source: Apple

Developers will be able to access information about the amount of tax deducted from their earnings starting in June 2023, with the May earnings report. It’s important to note that developers based in Brazil are not affected by this change.

Why is Apple updating its tax regulations?

Apple regularly updates the proceeds received by iOS developers in specific markets. That’s because of evolving tax regulations across the globe. 

The most recent update happened in January, which had an impact on App Store prices in various countries, including the UK and South Africa. 

These adjustments demonstrate Apple’s commitment to aligning with local tax regulations and ensuring compliance with the changing legal landscape.

Once the latest changes have taken effect, Apple will provide iOS developers with the opportunity to update their prices through the Pricing and Availability section of My Apps in App Store Connect. With a selection of over 900 price points, developers can adjust their app pricing to align with the revised tax regulations and market conditions.

Key takeaways

• Apple unveiled a series of upcoming tax changes that will affect apps, in-app purchases, and subscriptions on the App Store
• The modifications in developers’ proceeds will be in line with newly implemented tax adjustments and will not impact app prices
• Apple will now withhold taxes for all sales made in Brazil due to the country’s new tax regulations

The post Apple announces upcoming tax changes for App Store appeared first on Business of Apps.

The global games market witnessed a slight setback in 2022, as total revenues experienced a year-over-year decline of 5.1%. Despite this dip, the industry remained a force to be reckoned with, showcasing the diverse gaming landscape that captivates millions worldwide. That’s according to a new report from Newzoo.

Mobile games climb, browsers decline

Last year, mobile games accounted for 50% of the global market. With revenues reaching an impressive $91.8 billion, that’s a drop of 6.7% from the previous year. The convenience and accessibility offered by smartphones and tablets continue to contribute to the growth of the sector, attracting a wide range of players across various demographics.

Regional breakdown of global gaming market in 2022

Source: Newzoo

Console games secured the second-highest revenue total in 2022, with earnings amounting to $52.2 billion. Although console gaming experienced a decline of 3.4% compared to the previous year, it remained a formidable force in the industry. 

Browser PC games faced substantial challenges, as they witnessed the largest year-on-year revenue drop of 14.8%. 

Regional differences

The gaming market stagnated in most regions with two notable exceptions: Latin America and the Middle East and Africa. Although these markets accounted for only 9% of the total revenue, they experienced remarkable growth during the year. 

Latin America’s games market revenue saw a positive increase of 3.3% year-on-year, while the Middle East and Africa enjoyed a significant revenue bump of 5.8%.

Gaming market forecast for 2025

Source: Newzoo

China and the United States accounted for a substantial 49% of all consumer spending globally. Both countries have a strong gaming culture and a massive population of gamers, contributing significantly to the growth and development of the global games market.

Newzoo expects the global games market to grow by a healthy 2.9% to reach $206.4 billion in 2025.

Key takeaways

• The global games market saw a 5.1% decline in revenues in 2022
• Latin America and the Middle East and Africa emerged as growth markets, with respective revenue increases of 3.3% and 5.8%
• Global games market predicted to grow by 2.9% and reach $206.4 billion by 2025

The post Mobile game revenues decline 6.7% in 2022 appeared first on Business of Apps.

OpenAI’s ChatGPT saw downloads jump to 500k during the first six days after its launch, only surpassed by Truth Social, which garnered over 600k downloads. What makes the results even more startling is that by then, the app had only been available on iOS in the US. Let’s take a look.

Top iOS downloads in May

Since ChatGPT has been available as an app, its makers have launched the app in 11 more countries. That’s according to new data from mobile experts data.ai.

Only Microsoft Edge and Bing saw similarly impressive downloads during five days in 2023. 

When comparing the number of iOS downloads alone, ChatGPT outperformed Bing and Edge by a significant margin. ChatGPT amassed an impressive 480,000 installs, surpassing Bing’s 250,000 and Edge’s 195,000 downloads.

In May, when considering all US downloads across both app stores, Bing and Edge still held a lead over ChatGPT. However, when specifically examining iOS installs for the month, ChatGPT surpassed both Bing and Edge. This suggests that ChatGPT is on track to potentially surpass search-focused alternatives in the near future.

Bing and Edge still in the lead for downloads in May

Source: data.ai

As the demand for AI chatbots soared among consumers, numerous third-party apps emerged in the App Store, branding themselves as “ChatGPT” or “AI chatbot.” While a significant portion of these apps were essentially fleeceware, deceptively urging users to subscribe to costly plans in order to utilise their AI capabilities. 

With such a competitive environment prevailing among AI chatbot apps, one might have expected challenges for an official ChatGPT app to establish a foothold in the market. However, contrary to expectations, this has not been the case.

Competition? What competition?

Based on Data.ai’s analysis, ChatGPT not only outperformed its competitors but also surpassed numerous apps that took advantage of generic names to capitalise on consumer searches for “AI” and “chatbot” on the App Store. In terms of downloads, ChatGPT ranked among the top five when compared to other apps’ best five-day periods throughout 2023 on both the App Store and Google Play.

Downloads of chatbots on app stores in 2023

Source: data.ai

However, it’s worth noting that one app managed to exceed ChatGPT’s performance. “Chat with Ask AI” garnered 590,000 installs from April 4th to 8th, 2023, surpassing ChatGPT’s 480,000 installs between May 18th and 22nd of the same year, as indicated by the data.

In comparison to other chatbot apps, ChatGPT showcased commendable performance by amassing a total of 550,000 downloads. This tied it with Genie – AI Chatbot, the closest-ranked AI chatbot app in terms of May downloads on the U.S. App Store.

Top chatbot apps by downloads

Source: data.ai

While a few other apps, namely ChatOn – AI Chat Bot Assistant with 610,000 installs, AI Chatbot – Nova with 680,000 installs, and Chat with Ask AI with a significant 1.4 million installs, maintained a lead, it is worth noting that ChatGPT swiftly surpassed the milestone of half a million installs. This impressive growth indicates that ChatGPT is poised to potentially surpass these competing rivals in the near future. However, it’s important to remember that downloads often do not equate to usage. That data remains to be revealed.

Key takeaways

• ChatGPT: 500k downloads in 6 days, 2nd largest launch after Truth Social
• ChatGPT outperformed Bing and Edge on iOS with 480k installs
• But “Chat with Ask AI” surpassed ChatGPT’s with 590k installs

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In today’s fast-paced world, consumers are increasingly seeking convenience and efficiency through the use of mobile apps. That’s according to a survey of 11,000 global respondents which shows that the top three reasons for using apps are “ease of use” (35%), “simplifies my life” (31%), and “saves me time” (27%). 

App stores dominated discovery

The latest study by mobile app experience company Airship takes a closer look at what motivates consumers to continue to use mobile apps, how they discover them and why and when they are likely to delete them. 

While economic challenges persist, the growth of opt-in motivators such as deals, rewards, and targeted offers indicates a shift towards higher-level benefits. Consequently, consumers are increasingly drawn to apps that prioritise ease, speed, and simplicity.

Apps simplify user life

Source: Airship

App discovery remains heavily reliant on searching and browsing through app stores, irrespective of household income levels, generations, and the majority of countries. Search engines come in as the second most popular method for app discovery, followed by word of mouth (WOM).

Notably, personal recommendations play a significant role in driving app downloads in the UK, France, and Canada, where consumers rely on WOM as much as, or even more than, app stores. Similarly, in the US, Germany, and Singapore, WOM stands as the second most prevalent means of finding apps.

App stores remain top spot for finding new apps

Source: Airship

A quarter of users never use apps

Worryingly, 26% of users delete apps because they never used them. It highlights that first impressions are everything – at least in the app economy. In Canada, France, and Germany, “never used” takes the lead as the primary cause for app deletion, while in the US, UK, and Singapore, it ranks second. 

A majority of consumers (57%) only give an app one or two chances before making up their minds. Additionally, within the first two weeks of downloading an app, a staggering 73% of consumers determine whether they will keep or delete it. This behaviour holds true across all countries, household income levels, and generations, highlighting the universal importance of making a strong impression within the early stages of app usage.

17% of users delete app after first use

Source: Airship

When it comes to app deletion, other top reasons cited are “freeing up phone storage” (32%) and “excessive in-app ads” (30%). 

These findings underline the importance for brands to swiftly and effectively communicate the value of their apps to customers. Enhancing the onboarding experience for mobile apps is crucial for encouraging usage and optimising retention. Additionally, establishing connections with customers beyond the app, such as through email or SMS, can help drive engagement and encourage users to return to the app.

“App user acquisition means almost nothing if brands aren’t able to retain their users and drive repeat usage. Brands today need to deliver value by using every opportunity to make life better for their customers,” said Thomas Butta, Chief Strategy and Marketing Officer, Airship. “No one else besides Airship can unify and optimize the entire mobile app customer lifecycle, from app features and discovery to campaigns outside the app and experiences inside the app.”

Key takeaways

• “Simplifies my life” is one of the top three reasons (31%) users use apps from their favourite brands
• Within the first two weeks, 73% of users decide to keep or delete an app
• Top reasons for app deletion: “never used” (26%), “freeing up phone storage” (32%), “excessive in-app ads” (30%)

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Builder.ai, a mobile app building platform based in London, just secured a whopping $250 million in Series D funding round, spearheaded by the Qatar Investment Authority (QIA). What’s going on and what’s all the hype about?

What’s Builder.ai?

Builder.ai has been around since 2016. The platform enables people to create mobile and web apps maximising productivity while minimising resource consumption. It’s an AI-powered tool that’s designed to be so simple and accessible that everyday businesses and individuals can turn their ideas into apps while also reducing costs by up to 70%. 

The secret to Builder.ai’s success lies in its unique approach of breaking down apps into modular, reusable components, akin to building blocks, which are then customised by their network of skilled designers and developers. The traditional notion of apps, which had a long lifespan spanning years, is now evolving into a dynamic entity with a lifespan akin to a conversation. 

Growing and growing

Over the last few years it has experienced remarkable growth, nearly doubling its workforce since January 2022. Furthermore, the company has expanded its presence in the United Kingdom by inaugurating four additional offices in the USA, the UAE, France, and Singapore, starting from 2021.

Builder.ai uses AI to boost its capabilities

Source: Builder.ai

In terms of financial performance, Builder.ai achieved an impressive revenue growth of 2.3 times in 2022. 

Additionally, the company successfully deployed over 40,000 features to its valued customers during the same period.

The latest funding round is a testament to its success and elevates Builder.ai’s total raised capital to surpass $450 million, accompanied by a significant 1.8x surge in its valuation.

“With the support of our investors and the dedication and drive of our team, we are further empowered to unlock our own potential. Our growth strategy has always been driven by a DNA based on being able to do more with less and this has weaved into our shared vision with our customers around the world as everyone pushes the envelope to do more,” said Sachin Dev Duggal, Chief Wizard and Founder of Builder.ai. 

“It is what attracted our first-round investors in 2018, and what drives this Series D today. Our team is already investing this capital in our AI and automation capabilities, not only keeping pace with the fast-moving industry, but leading from the front so we can empower our customers more and at the same time use new frontier technology responsibly.”

Key takeaway

• Builder.ai secures $250M in funding, led by Qatar Investment Authority
• Builder.ai doubles its workforce and deploys over 40,000 features to customers
• The platform enables cost-effective app development

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In an era dominated by smartphones and an abundance of mobile applications, understanding what drives consumers to adopt and retain apps is crucial for companies seeking to thrive in the digital landscape. According to new research from Airship, 42% of British consumers say the primary reason for their unwavering commitment to apps lies in their “ease of use”, underscoring the critical role that user-friendly interfaces and seamless navigation play in cultivating long-term engagement and brand loyalty.

Simplifying daily life

Based on the insight from a global survey of 11,000 respondents, Airship found that both word of mouth and app store browsing emerged as the most popular methods, each accounting for 41% of the respondents’ discoveries. 

The top three reasons behind app usage from favourite brands were “ease of use” (35%), “simplifies my life” (31%), and “saves me time” (27%). Even amidst challenging economic times, it is clear that consumers are increasingly drawn to apps for their ability to deliver higher-level benefits—offering ease, speed, and simplicity.

Deals, rewards, and targeted offers experienced the most significant growth as opt-in motivators for app usage. But that’s not all. The reasons consumers continue to use apps are increasingly about higher-level benefits: ease, speed, and simplicity.

The power of word of mouth

App stores continue to dominate as the preferred avenue for discovering new apps, transcending household income levels, generational gaps, and national boundaries. Whether searching or browsing, users consistently turn to app stores to explore the latest offerings. 

How users find apps

Source: Airship

Following closely behind, search engines emerged as the second most popular method for app discovery. However, the power of word of mouth (WOM) should not be underestimated. In the UK, France, and Canada, personal recommendations play a significant role, with consumers relying on WOM as much as, if not more than, app stores to guide their app choices. 

Similarly, in the US, Germany, and Singapore, WOM ranks as the second most common method for finding apps. Clearly, in an ever-evolving digital landscape, the discovery of new apps remains influenced by a blend of technological tools and good old-fashioned word-of-mouth recommendations.

Why users delete apps

When it comes to deleting apps, two key factors emerged as primary culprits: the need to free up phone storage and an overwhelming number of in-app ads.

 Astonishingly, the third most common reason for app deletion globally is simply “never used”, signalling a significant challenge for app developers and brands as it underscores the urgent need for brands to effectively communicate the value of their apps to customers. Improving mobile app onboarding experiences and establishing connections with users beyond the app itself is crucial for optimizing app usage and enhancing retention rates.

Why users delete apps

Source: Airship

Among the reasons for app deletion, the desire to free up phone storage emerges as the leading motive, with 32% of respondents worldwide citing it as their primary driver for removal. As smartphones become increasingly filled with data, users are compelled to declutter their devices, making storage management a critical consideration for app retention.

Moreover, the prevalence of in-app advertisements serves as a major deterrent, with 30% of respondents expressing frustration over excessive ads. This highlights the importance of striking a delicate balance between monetization efforts and user experience, ensuring that ads do not overwhelm or disrupt the app’s functionality.

How long users keep using apps before deletion

Source: Airship

The study also notes that most consumers (57%) only use an app once or twice before deciding whether to delete it or not. And within the first two weeks of downloading a new app, 73% of consumers will decide if they’ll delete it – a behaviour consistent across all countries, household income levels and generations.

Key takeaways

• 42% of British consumers prioritize “ease of use” as the primary reason for app usage
• App stores and word of mouth each account for 41% of app discoveries globally
• 32% of users delete apps to free up storage, while 30% are deterred by excessive in-app ads

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The use of artificial intelligence technology is increasingly prevalent among developers, as they follow the trend to enhance their mobile apps and expand their user base. Recent data provided by Sensor Tower reveals a substantial rise in the number of productivity apps incorporating the term “AI” in their names. 

More developers using AI

In 2020, a mere 3% of such apps embraced this technology, while in the first quarter of 2023, that figure surged significantly to reach 34%.

Consequently, the Play Store and App Store saw a notable surge in downloads and revenue for these AI-powered apps throughout the initial three months of this year. The revenue generated soared to an impressive $20 million, marking a remarkable growth of 396% compared to the preceding quarter. 

Simultaneously, the number of installations experienced a substantial upswing, surpassing 45.8 million, which represents a remarkable increase of 378% compared to the previous quarter.

Throughout this period, the US emerged as the leading market for these apps, witnessing a substantial number of downloads and revenue. Impressively, they garnered nearly 10 million installs in the country, marking an impressive quarter-over-quarter growth of 550%. Moreover, these apps generated a remarkable revenue of $8.3 million.

Downloads by country

Source: Sensor Tower

In terms of downloads, India secured the second position, accounting for 6% of the total downloads, followed by Brazil with 5%. Regarding gross revenue, the UK ranked second with $958K (5%), closely followed by China with $882K (5%), Japan with $836K (4%), and Canada with $702K (4%) respectively.

Chatbots come out top for downloads

The latest report also provided insights into the most popular AI-powered Android and iOS apps that experienced the highest number of downloads and revenue during the initial quarter of 2023. Leading the charts in both categories was the app “AI Chatbot” developed by Vulcan Labs, which amassed an impressive 9.5 million downloads and generated $3.3 million in gross revenue.

In terms of downloads, Microsoft’s newly introduced AI-powered Bing app claimed the second spot of the quarter, accumulating 7.3 million new installations. Following closely were “Genie – AI Chatbot” by AppNation, “AI Chat – Chatbot AI Assistant” by Social Media Apps, and “ELSA: AI Learn” by ELSA, securing the third, fourth, and fifth positions, respectively.

Top apps by downloads and revenue

Source: Sensor Tower

The introduction of ChatGPT’s iOS app is anticipated to intensify the competition in the mobile market, according to Sensor Tower. With this new addition.

Key takeaways

• Productivity apps with “AI” in their names increased from 3% (2020) to 34% (Q1 2023)
• AI-powered apps witnessed a 396% revenue growth ($20M) and 378% installation increase (45.8M)
• “AI Chatbot” by Vulcan Labs tops charts with 9.5M downloads and $3.3M in gross revenue

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A staggering 70% of app developers are unhappy with the current amount of time available to their engineering teams for fostering innovation. In an industry where groundbreaking ideas and forward-thinking solutions are highly valued, this pronounced discontentment signals a significant hurdle for application development professionals. 

Running low on time

As the demand for cutting-edge applications continues to surge, it is evident that current development processes must be reevaluated to address these pressing concerns and foster a more conducive environment for creative problem-solving. 

Now, new research from Onymos, a developer of a Features-as-a-Service platform, based on the answers of over 100 app developers found that the majority are dissatisfied with the time they’re being given. 

The majority (56%) of leaders reported that the workload for updating apps was increasing year by year.

The survey also discovered that nearly one-third of app development leaders (30%) expressed that their teams allocate approximately half of their time to maintenance tasks. That’s a significant amount of resources dedicated to managing existing applications, which leaves less room for innovative pursuits.

App developers aren’t being given enough time for innovation

Source: Onymos

Taking longer to innovate

Nearly half of the respondents (45%) reported being dissatisfied with the efficiency of their teams in this aspect. This dissatisfaction signifies a pressing need for streamlined processes and strategies that can expedite the development of new features, enabling organizations to remain competitive in an increasingly dynamic market.

Approximately 30% of leaders stated that it takes their teams between 4 to 6 months to complete such projects. An additional 28% reported even lengthier development periods, with more than 6 months required for completion. These findings underscore the challenges faced by organizations in meeting project deadlines and the need for improved efficiency in the application development lifecycle.

Innovation only takes a quarter of app developers’ time

Source: Onymous

“There is tremendous pressure from the market for companies to innovate and provide applications that provide real value for end-users through novel features and functionality. However, engineering teams and developers are unable to dedicate the appropriate amount of time required for these activities due to overwhelming workloads that primarily consist of maintenance and recouping technical debt,” said Shiva Nathan, Founder and CEO of Onymos. “Companies must find a way to make their development processes more efficient so that their teams can be truly innovative and focus on the activities that contribute to their application and company success.”

Key takeaways

• 70% of app developers are unhappy with the available time for innovation
• 30% of teams spend half their time on maintenance tasks
• 45% were dissatisfied with efficiency in developing new features; 30% take 4-6 months for new app development

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OpenAI is introducing its ChatGPT app on Apple’s App Store, in a push to extend the reach of its AI chatbot. This makes access to the chatbot more user-friendly but also has potentially negative consequences. The mobile app replicates the functionality of the ChatGPT website, enabling users to ask questions and receive AI-generated responses directly on their smartphones or tablets. 

Mobile AI

The app also incorporates Whisper, OpenAI’s voice recognition technology, enabling users to interact with the AI engine through spoken commands. 

This app release follows a series of recent product launches by various tech giants and startups, all vying to bring generative AI tools to market since the initial launch of ChatGPT in November. 

The ChatGPT app will contribute to the advancement of OpenAI’s extensive language models, which form the foundation of chatbots. Initially available in the US, the app will gradually expand to other countries and will also be made compatible with Android devices in the coming weeks.

Tech groups are also working to make generative AI accessible on mobile handsets instead of relying on cloud servers, aiming to expand the availability of the ChatGPT iPhone app and lower the associated computing expenses.

Regulation is urgently needed

The emergence of the ChatGPT app has intensified the ongoing examination of the burgeoning field of AI by regulatory bodies and governments worldwide. This scrutiny stems from growing concerns expressed by many AI ethicists and experts as well as an ever-growing number of users regarding the potential for technology misuse and the widespread job losses it could cause.

The utilization of AI algorithms on mobile devices raises concerns about the accelerated spread of misinformation. With AI algorithms capable of generating content at unprecedented speeds, there’s an increased risk of fake news dissemination and even disruption to democracies. The accessibility of generative AI technology on mobile handsets enables the creation and distribution of false information anywhere and everywhere, potentially exacerbating the challenges faced by societies in combating misinformation and preserving the integrity of public discourse.

On a more personal level, AI apps could lead to greater dishonesty. Take dating for example. Users of Tinder, Bumble and co can no longer be sure that the person they’re chatting to isn’t using bots to enhance their writing or photos. In other words, we may be increasingly speaking to modified versions of each other if not entirely fake profiles that appear more real than ever before.

Sam Altman, a key contributor to the development of AI technology, recently appeared before a US Senate subcommittee on privacy, technology, and the law. Altman advocated for the regulation of this rapidly advancing technology, emphasizing the need to establish frameworks that mitigate the potential for abuse and promote responsible AI usage.

Key takeaways

• ChatGPT app is launching as an app on the Apple App Store
• The accessibility of generative AI on mobile devices raises worries about the spread of misinformation and fake news
• The co-founder of ChatGPT agrees that regulation is urgently required to halt the negative effects of AI on humanity

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The number of subscribers to Disney Plus declined for the second consecutive quarter, losing four million in the last three months. The decline is almost entirely due to Disney Hotshot, its Indian streaming service, which lost the rights to stream the Indian Premier League in 2022. 

While it may look bad for Disney Plus to be in decline, outside of Hotstar it has continued to grow its subscriber count, albeit it at a slower rate. It added 600,000 subscribers to Disney Plus outside of Hotstar over the last three months. 

Disney Plus quarterly subscribers 2020 to 2023 (mm)

A positive from this is with the increase in price for Disney Plus in certain markets, alongside less users on free trials, meant that the average revenue per user for Disney Plus increased by $0.51. At $4.44, it is at its highest rate in over two years. 

Revenue from Disney Plus saw a noticeable bump in the most recent quarter, surpassing $2 billion. This reversed two quarters of decline for the video streaming service. 

At its current size, Disney Plus is bringing in about a quarter of the revenue as Netflix, although it still generates more of its content revenue from cinema and linear TV.

Disney Plus quarterly revenue 2020 to 2023 ($mm)

Disney has plans to add Hulu content onto Disney Plus, which may allow them to raise the price of the streaming service by the end of the year. It is not clear yet if Hulu will remain a separate entity, or be folded into Disney Plus, similar to how HBO is merging HBO Max with Discovery Plus. 

Disney Plus has closed the gap between it and Netflix over the past two years, but it has hit its first hurdle with the decline in subscribers for Disney Hotstar. Amazon reportedly has 175 million subscribers to Prime Video, although it offers the service for free to Prime subscribers, so the exact amount of viewers is difficult to determine. According to JustWatch, Prime Video surpassed Netflix in market share in the United States. 

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Language learning app Duolingo surpassed 20 million daily active users in the first quarter of 2023, a significant increase of four million on the previous quarter and up 62.5 percent year-on-year. 

Unlike a lot of mobile apps which have seen usage stall or fall off after the coronavirus pandemic spike, Duolingo has continued to increase its daily active and monthly active users consistently over the past two years. 

Duolingo quarterly daily active users 2020 to 2023 (mm)

It reported 72.6 million monthly active users in the same time period. That means 28 percent of active Duolingo users access the app once a day, an all-time high for the company. It also reported a higher percentage of monthly actives as paid users. 

There’s not much to fault in Duolingo’s earnings report. It generated $115 million in revenue, a 42 percent increase year-on-year and a 10 percent increase on the previous quarter. It is still not a profitable business, reporting a $2.6 million net loss, but that is negligible in comparison to the $12.2 million loss it made in the same quarter last year. 

Similar to most technology companies, Duolingo made mention of several AI projects that it plans to launch in the next few months. It is a launch partner of OpenAI GPT-4, which will be included as part of a new subscription tier known as Duolingo Max. With Max, users can roleplay and have answers explained through a chatbot. 

Duolingo quarterly monthly active users 2020 to 2023 (mm)

It also mentioned that it would use its own proprietary AI model in combination with GPT-4 to accelerate the introduction of intermediate and advanced courses for learners. 

Duolingo is the frontrunner in the language learning market, with the most users and revenue. Since going public, the company has focused on subscriptions ahead of advertising and other forms of income, and most of their advertising efforts today are aimed at converting free users to a subscription. 

This freemium model is in stark contrast to most of the other language learning services out there, such as Babbel and Rosetta Stone. It appears to be working for Duolingo however, with continuous growth even in 2022 when a lot of mid-range technology companies reported declines in revenue or usage. 

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Small app developers on the App Store saw an impressive 71% increase in their revenue from 2020 to 2022, according to the latest data from Apple. These findings may serve as a significant point of emphasis for Apple, as it faces calls for greater flexibility in app distribution, including the potential opening up of iOS to alternative app stores. Let’s dive in.

App Store majority are small developers

Small developers within the App Store ecosystem made up approximately 90% of developers in 2022. The tech company defines small developers as individuals earning less than $1 million annually from the App Store and having fewer than 1 million downloads across all their apps within a year. 

In a move to support this group, the company reduced its fees from 30% to 15% in 2020.

Notably, a substantial portion of indie developers entering the ecosystem hail from Europe, accounting for 25% of new small developers. China constituted 23% of developer additions, while the United States contributed 14% of new developer signups. Additionally, regions such as South Korea, India, and Brazil collectively represented 35% of the new developers joining the App Store ecosystem.

Small developers on App Store

Source: Apple

Developers are branching out

During 2022, a significant trend emerged among small developers, with nearly 80 percent of them actively engaging on multiple storefronts. 

Developers who generate revenue by selling digital goods and services across multiple storefronts experienced earnings from users on an average of over 40 different storefronts. These findings highlight the growing global reach and cross-platform strategies adopted by small developers to maximize their app monetization opportunities.

Interestingly, among the global developers, a remarkable 40% either had minimal presence on the App Store or earned less than $10,000 just five years ago, highlighting the transformative impact the platform has had on their businesses.

Plane Finder is an example of a successful small developer app

Source: Apple

The company also emphasised its range of initiatives designed specifically to assist small developers, such as the App Store Small Business Program, Apple Entrepreneur Camp, App Accelerators, the App Store Foundations Program, and Apple Developer Academies. These programs provide valuable resources, guidance, and mentorship to foster growth and innovation among small developers.

To further enhance the developer experience, Apple organizes ongoing informational series such as App Store Sessions, Ask Apple, and Tech Talks. These initiatives provide developers with the opportunity to directly engage with Apple experts throughout the year, facilitating knowledge-sharing, support, and feedback on the latest features and technologies available.

In addition to these support programs, Apple equips developers with a comprehensive suite of free tools and frameworks.

Key takeaways

• Small app developers on the App Store experienced a 71% revenue increase (2020-2022)
• 90% of developers on the App Store are small developers
• 80% of them actively engage on multiple storefronts to maximize monetization opportunities

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The last two years for Wish have been disastrous, with significant declines in revenue and usage. While it is not the only app to see its fortunes reverse since the global lockdowns ended, it is one of the few to see losses this dramatic.  

To put this in context, pre-pandemic Wish reported $1.9 billion in revenue for the full year 2019. Its co-founder had ambitions of Wish becoming the next Walmart. In 2020, revenues increased by 31.5 percent, but by mid-2021, there were clear signs of a decline.

It reported $2 billion revenue in 2021, a 20 percent decline, but the second half of the year was much worse than the first half. By the start of 2022, Wish had 74 percent less monthly active buyers on its app than it had in 2020. It would end the year reporting $571 million in full year revenue, lower than its revenue in 2016. 

Wish quarterly revenue 2019 to 2023 ($mm)

In its Q1 2023 financial report, Wish claimed it was on the pathway to improvement, but that doesn’t square up with the financial or usage figures presented. It reported $98 million revenue, a 49 percent decrease year-on-year and a 87 percent decrease on two years ago. Monthly active buyers have suffered just as much, from 101 million t0 14 million.

What makes the Wish situation unique, in comparison to a lot of the apps and services which have seen revenues, usage, and stock price declines over the past two years, is the decline appears to be mostly due to reputational damage. 

According to a deep-dive by The New York Times, Wish has been attempting to rebuild its trust with consumers after a growing list of complaints of fake stores (some set up by Wish), unreliable shipping, and poor customer service. 

For the past two years, Wish has set up more guidelines for merchants operating on its platform and have removed those who regularly fail to deliver items.

Wish quarterly active users 2019 to 2023 ($mm)

One of the ways Wish differentiated itself from Amazon and eBay was the unrealistic deals offered for items, which could be up to 98 percent off the original price. To move away from that and to more reliable, typical ecommerce may help its reputation, but it also removes one of the main reasons people started using Wish. 

Wish has also cut back heavily on ad spending, which was the main way it brought in customers. According to the same piece, Wish was the top advertiser on Facebook and Instagram in 2021, and spent $1 billion on sales and marketing in that year. 

To regenerate what made Wish unique is going to be difficult, considering the app is moving away from social marketing and absurd deals and items. Temu, which is run by Chinese ecommerce giant Pinduoduo, is also making waves in the United States with a similar marketing pitch as Wish: cheap items, at high discounts.

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The first quarter of 2023 saw an overwhelming majority (92%) of mobile game advertisers release new creatives. This equates to nearly 50,000 advertisers in the mobile gaming space who introduced fresh ad content during this period, finds ad intelligence company SocialPeta. Video ads accounted for 83% of all ad creatives during the quarter, while Image, Playable, and other ad types accounted for 14%, 2%, and 1% respectively.

Android accounts for most creatives

The report highlighted a staggering number of new ad creatives in the mobile gaming ecosystem were released for the same period, reaching a total of 7.80 million. This represents 67% of all ad creatives placed in the quarter. It indicates the mobile gaming industry’s continued growth and dominance in the digital advertising world.

There was a notable surge in the number of Android creatives during the first quarter of 2023. Android creatives accounted for 70% of all ad creatives, while iOS creatives made up the remaining 30%. This suggests that the Android platform is becoming increasingly popular for mobile game advertising, perhaps due to its wider user base or other factors such as more accessible app development tools.

Android (green) accounted for more ad creatives than iOS (blue)