The AppsFlyer report revealed that game installs on Android increased by 7.9% year-on-year, while down 5% year-over-year on iOS.
Downloads of both Android and iOS games have skyrocketed during the pandemic. Although it is now back to normal life, Android game installs still maintain year-on-year growth, but the growth rate has also slowed down compared to previous years.
In contrast, iOS game installs continued to decline last year, but Apple’s controversial privacy changes could be the main reason in this case. However, the downtrend in iOS has also slowed down in 2022, the report attributes to advertisers’ adaptation to the new ecosystem.
Meanwhile, the US saw a 19% increase in game app installs on Android compared to the same period last year but a 1% drop on iOS. Asia, on the other hand, saw the most growth in downloads, with Android game installs up 30% in the Philippines and iOS game installs up 64% in Indonesia.
In-app purchase revenue decreased due to economic uncertainty. As many consumers are now more cautious about spending amid tough economic times, mobile game app in-app purchase (IAP) revenue fell on both Android and iOS in 2018. last.
According to the report, Android apps fell 14% YoY in IAP revenue while iOS apps fell 1%. However, when comparing the first half of 2022 and the first half of 2022, the drop is more severe on iOS (13%), but less so on Android (6%). AppsFlyer says the RPG and Casino categories saw the biggest drop in spend on both Android and iOS.
Global game app install ad spend reached $26.7 billion last year, with the US market accounting for almost half of that, $12.2 billion. That’s according to the new AppsFlyer of the State of Gaming 2023 report, in which the mobile marketing analytics firm analyzed 38 billion app installs, 18.6k apps, and $13.9 billion in ad spend fox. The report shows that Android had a 2% year-over-year growth in game app install ad spend while iOS had a 20% increase, mainly due to an increase in CPI.
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