AppsFlyer today released its State of Gaming App Marketing 2022 edition findings for Australia & New Zealand (ANZ) which found that US$138 million (AU$192 million) was spent by gaming apps for user acquisition in 2021.
The research also found that 80 per cent of gaming apps in ANZ have implemented Apple’s App Tracking Transparency (ATT) prompt, with low user opt-in rate which was averaging at 37 per cent across genres, highlighting the ANZ region’s heightened sensitivity and awareness to data privacy and security.
The AppsFlyer State of Gaming App Marketing study is an in-depth report on key trends that shaped gaming in 2021 and aims to help gaming app marketers and developers understand the current climate, so they can adjust strategies and innovations in the era of privacy.
While iOS 14.5+ and other privacy updates have posed a challenge, the gaming industry is looking to stabilise as highlighted by the following data:
- Globally, US$14.5 billion (AU$20.2 billion) was spent by gaming apps on user acquisition (UA) in 2021 compared to US$138 million (AU$192 million) in in ANZ
- The Non-Organic Installs (NOI) trend on Android remains stable while iOS (traditional) saw a downward trend
- Hardcore games continue their winning streak with In-App purchase (IAP) revenue with a 1.7x increase (70 percent rise in iOS) in iOS in Australia
- The midcore gaming vertical (which includes games such as adventure, simulation, action, arcade and racing) accounted for the highest user opt in rate of 45.75 percent
- In ANZ, 80.2 percent of gaming apps have implemented the ATT prompt
“Gaming is the most popular form of entertainment in this day and age. 2021 has been a challenging year for the industry due to the privacy changes, and there will be more obstacles in 2022 and beyond. From Android’s upcoming privacy changes, mergers and acquisitions in the market, to international competitions. Industry players need to continue improving ATT consent rate. Using ATT opt-in rates as a KPI can help clarify objectives for the team to improve consent,” said Antony Wilcox, director of growth, Australia and New Zealand, AppsFlyer.
“Doubling down on creatives for app optimisation can also help. This is particularly important with iOS 15 changes and provides a more uniform flow – from context, segmented creative, to a landing page with the same look and feel. In the future, industry players need to also look at the upcoming trends such as the involvement of blockchain technology and web3 to preserve user privacy,” added Wilcox.
Although blockchain technology and Web3 are still in their early stages within the gaming industry, it is set to be a gamechanger for app marketers and developers. Web3 offers new ways for gaming developers and players to increase their profits and democratises data ownership for gamers where users can control their own data and identities.
Technology innovations adopted by marketers have resulted in attraction, retention and engagement of high-value players. As the uptake for Play to Earn (P2E) via blockchain gaming, advanced game analytics and cohort technologies accelerates, marketers will be able to better understand player behaviour and engagement tactics to balance user privacy and experience.
