On one hand, it forces developers to go the extra mile and create new games, new features, and new strategies, which is the primary reason why gaming is the most productive vertical.īut on the other hand, it leads to a hyper state of consolidation where mega studios acquire smaller ones, stymied app store discovery, and UA strategies that are downright aggressive. The rapidly growing number of mobile games has created a hyper competitive landscape. This evolution has brought continued growth to the gaming vertical, but also created a long list of challenges, among which: 1 – Fierce competition We’ve all seen it over and over again - someone devises a new type of game or pushes the envelope in terms of what’s possible with app marketing, and before you know it, developers and marketers across all genres have followed suit. The gaming ecosystem has changed rapidly over the course of the last decade, with new genres, UA strategies, monetization methods, and prediction models.
Getting started with mobile measurement? Read our intro guide here Top 5 challenges Since data is the fuel that powers the gaming performance engine, a deep-dive into the key ingredients of mobile measurement and marketing analytics as it applies specifically to gaming is in order, and that’s what this guide is all about. That said, limited user level data in the age of privacy has challenged gaming apps to perform in an aggregate data reality. The competitive nature of the gaming space has led them to embrace data, with a laser-focused mindset on profitability. Working in tandem with development, many have cracked the code of stickiness in the face of high uninstall rates and low retention. The trailblazing nature of gaming apps is rooted in the savviness of their marketing teams. At the same time, privacy changes led to a 13% YoY drop in iOS compared to a 35% jump in Android, leading to an overall rise of 18%.
$14.5B were spent on UA by gaming apps in 2021 (excluding China), with the US taking up half of global budgets. Gaming apps are channeling more of their budgets into user acquisition (UA). According to our recent study, the number of total gaming apps installed on Android increased by 22% in 2021 compared to the previous year, proving the pandemic played a key role in introducing gaming to the masses. The mobile game vertical continues to grow at an astonishing pace, setting standards for every other vertical on mobile. The pandemic-accelerated rise of mobile, coupled with an exploding volume of gaming options and demand from users - has driven gaming marketers to invest heavily in creative user acquisition and an engaging and delightful user experience.
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