Attribution and marketing analytics company AppsFlyer has announced its predictions for the year ahead, with the gaming industry having a few notable changes in the months to come.
Virtual and augmented reality are two of the tools that mobile application users will be seeing a lot more often in the new year according to AppsFlyer, who earlier today revealed their predictions for the trends in gaming, creative and web-to-apps.
According to the 2022 Mobile Marketing Trend predictions for the gaming industry specifically, the installation of 5G connectivity in most countries around the world, combined with the fact that Facebook is now a Metaverse company, will see the release of many more VR and AR gaming apps.
Additionally, the new Metaverse environment will encourage game publishers to release cross-platform titles which can also be enjoyed on home consoles, while the “games as a service” model is expected to continue to grow, with more and more companies offering additional content or season passes for their products. The “hyper-casual gaming” trend is also expected to continue to rise, with players enjoying their minimalistic and instantly engaging design.
With the predicted move from large networks to smaller social channels, app developers and marketers will now have a wider array of tools at their disposal to analyse data which will assist them in the proper allocation of budgets and the cross promotion of their products, that will in turn keep them ahead of their competitors. Furthermore, new measuring methods of marketing effectiveness are expected to arise, with Data Clean Rooms becoming a highly useful way of acquiring important information.
Antony Wilcox, director of growth for AppsFlyer Australia & New Zealand pointed out the importance of the launch of iOS 14: “iOS 14 has set the scene for a new era of privacy-centric marketing within the mobile ecosystem. App developers and marketers, mobile measurement partners, and other players in the industry need to continue testing creative ways, and optimising campaigns with smart data insights. And with ANZ being an iOS dominant region, we encourage industry players to be on the lookout for more changes that will lean towards privacy-centric technologies such as ‘privacy cloud.’”
Apart from the gaming industry and the Metaverse, other noticeable predictions for trends in mobile marketing include the continued rise of TikTok ads and web-to-app marketing campaigns.