Report: Gaming Apps Spent Over $14B On User Acquisition Last Year

On February 23rd, AppsFlyer released its State of Gaming App Marketing report for 2022. In this study, it was revealed that gaming apps spent $14.5 billion on user acquisition in 2021. Furthermore, gaming app companies from the United States accounted for more than half of the world’s user acquisition budget.

It was also revealed that Android phones saw a 22% increase in the total number of gaming apps installed. On the other end, iOS devices saw the total number of gaming apps downloaded drop by almost 6%.

In the end, 2021 was not the best year for mobile gaming. The report showed that overall in-app purchase revenues from gaming had fallen by 35% from June of 2021 to the end of the year.

“Data privacy in the United States has become one of the biggest growing concerns around technology, and this is reflected in the 39% consumer opt-in rates of Apple’s ATT framework – which is much lower than the global average,” said Brian Murphy, the Head of Gaming for AppsFlyer. “Consumer privacy will continue to improve as limitations of data usage will be introduced in other platforms. Gaming marketers in 2022 must focus on engagement and measuring.”

(All information was provided by Business Wire)

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