Appsflyer installs higher than app annie downloads

But they must also drive profitability. With better data-driven tools, skilled data analysts, and proven strategies, game marketers — more than in any other vertical — can confidently invest in marketing and drive return on ad spend.

This confidence also allows marketers to focus more on the ads themselves. They can direct resources toward creative and toward different ad placements and then arrive at the best strategy to acquire quality users, at scale and for the optimal price.

Hardcore games e. On the other end of the spectrum are Hyper Casual games. These easy-to-develop and easy-to-play games rely on ads to drive revenue, and are attracting millions of users, many of whom did not previously play games. Because the margins of these games are low, they rely on scale and must therefore employ aggressive UA strategies.

Having said that, the cost to acquire a hyper casual user is relatively low, which means the impact on overall spend in gaming is smaller than with hardcore games.

Improved monetization means more money in the bank which can then be channeled toward increases in UA budgets. Technological advances could have their own seismic effects on mobile gaming in the next few years. With 5G, cloud gaming on mobile is also expected to herald a new era in gaming. When video games are coupled with the power of the cloud, the data processing that underpins gameplay will occur on remote servers, rather than on the devices consoles or gaming PCs themselves.

With cloud gaming, any user with a device that has access to the internet will be able to connect and jump right into a game. Note: The predictive modeling applied in this forecast took place prior to the outbreak of the coronavirus. It is still too early to determine the effect it will have on spend in the face of such economic uncertainty. As of March 15, we did not notice any significant change in mobile gaming ad spend this year compared to previous years.

We also used other parameters, such as 3rd party mobile attribution market share data, cost per install prediction per region, number of apps in the app stores, and the number of installs. The entire set was divided into the following two categories: the attribution market share of non-organic installs excluding Firebase and Facebook analytics for apps and the non-attributed market marketing-driven installs that were not measured through a mobile attribution provider.

Note that this division was not shown in the report above, but was a factor in the overall methodology. It is a subset of overall mobile ad spend, which comprises mainly of and includes mainly search, brand and video display budgets aimed at driving non-organic app installs.

Analyze Marketing analytics Turn insights on campaign performance into action Incrementality Prove the real value of your marketing campaigns Predictive analytics Know what to do right from the start. Stay informed with industry insights, the latest trends, original content, and all things AppsFlyer. Mobile devices connect over 3. Although annual unit sales have been dropping since , the majority of the population in the developing world still does not own a smartphone.

India, China, Indonesia, and a host of countries in Africa will lead the charge, adding hundreds of millions of connected users by As a result, the number of mobile app downloads is also rising: from billion in to an expected billion in , according to App Annie.

However, the success of native apps has also attracted millions of developers to the stores, creating a hyper-competitive environment. In such an environment, apps must increase their marketing budget to draw attention to their app. The dynamics of app install ad spend are therefore generating heightened interest as an increasingly important and growing subset of overall mobile ad spend. The fact that the share of budgets directed to acquiring new app users will increase faster than the increase in mobile search or brand budgets attests to the growing role performance app marketing plays in mobile marketing.

As marketers increase their spend in mobile, specifically app install campaigns, and as more apps turn to marketing to drive discovery, the growth trajectory of app install ad spend is robust. Despite slowing down, year-over-year growth will remain significant through In China , an additional million users will be connected to mobile internet by , reaching a staggering million people.

Although it is home to the largest number of connected users, the fact that Google Play does not operate in the country, but rather hundreds of 3rd party Android stores, makes app install measurement a significant challenge.

The good news is that advances in market measurability have given us increased confidence to include China in the model for the first time despite the existing limitations in measurement. India is also expected to add more than million mobile internet users by Indonesia is another market experiencing hyper growth, with million mobile internet users in and a predicted million in However, the high lifetime value of the average user in the region, in addition to its size, is highly attractive to mobile marketers.

Like India, an extremely low cost of media especially in Africa means the impact on spend is relatively marginal, despite a 2x growth in budgets expected to pour into the region in the coming years. When it comes to Central and Eastern Europe, Russia stands above the rest. Latin America has experienced significant growth in smartphone penetration in recent years. There are a number of trends which lend themselves to the increase in mobile ad spend.

Native app experience: The native mobile app is the ultimate consumer touchpoint with the most time spent, best user experience and highest ability to foster long term loyalty via a home screen icon, the use of push notifications, etc.

This realization goes beyond mobile-driven companies to include traditional brands. Broken organic app discovery: The odds of the average app being discovered organically in the app stores is almost non-existent. A marketing investment is therefore required to generate demand. Data confidence: The sophistication of data-driven campaigns is constantly rising whether optimized by a person or a machine , giving marketers increased confidence to invest in marketing and drive returns.

Game subscriptions through Apple Arcade and Google Play Pass will drive additional growth as new revenue streams open up to gaming apps.