2023 is shaping up to be
a challenging year for gaming marketers, facing an economic downturn,
a post-COVID digital cooldown, and continued iOS measurement limitations. But just like savvy players
use the best weapons to face tough “bosses”,

you too can equip yourself with the right
tools to overcome the challenges. Hey, I'm Nate from AppsFlyer,
and in this video, I'll talk you through the top
five gaming app trends for marketers based on our insights
from 38 billion installs,

so you can prepare for the battle ahead. Starting with trend number 1 - 
A drop in installs post-COVID. As the post-COVID era unfolded,
we saw an 8% growth in Android app installs from 2021 to 2022,

only one fifth of the 60% growth we saw in 2020. Whereas game installs on iOS dropped
5% due to continuing privacy shifts. The top category, as far as growth is concerned, was Social Casino which came out on top with an impressive

48% year over year growth on Android, and 17% lift on iOS. Moving onto trend number 2 -
a drop in consumer spend. During the second half of 2022, we saw in-app purchase revenue drop 7%
compared to the first half,

with iOS down 13% and Android down 6%. This trend was mostly driven
by the economic downturn which impacted consumer spending across the role-playing
and Casino genres where high IAPs lead to high total spend. Next up is trend number 3 -
A rise in iOS ad spend driven by higher cost per install rates

Because of rising cost per install, iOS saw a 20% year-over-year
growth in ad spend, while Android saw only a 2% increase in spend
thanks to a steadier cost per install. Now onto trend number 4 - 
A 35% surge in the cost of media on iOS

 in the second half of 2022. In the second half of 2022, we saw the cost per install on iOS
climb steadily to $3.8, all the way up from $2
in the first quarter of 2021.

Overall, there was a 35% jump
from last year, forcing iOS advertisers to accept fewer paid installs,
while maintaining the same spend levels. This shows the value of iOS players,
as marketers insisted on keeping the same budget despite
the pressure of the economic downturn.

Lastly, trend number 5 - 
The US attracts almost half of rising global user acquisition spend. With a high cost of media,
the US’s $12.2 billion user acquisition spend was nearly half of the global total, making it the most competitive
and lucrative gaming market in the world.

At the same time, the explosive growth of
mobile gaming in developing countries can be attributed to greater access to smartphones. Now that you're up to date on the state
of gaming app marketing, here are our 5 best strategies on how to navigate this
challenging year.

Number 1, focus on hybrid monetization. A/B test in-app purchases and in-app advertising to see which drives more revenue,
and then segment your users accordingly. Number 2, go deep to learn more about SKAN 4.0.

By understanding the complexity of SKAN 4.0, you'll make the most of its offerings and stay ahead of the curve. Number 3, explore global opportunities. Expand your reach by testing your acquisition plans in high-population

and low-cost per install countries, like Indonesia, India, and Vietnam. Number 4, use remarketing to reach out to existing and lapsed users. This can help you boost app sessions and lifetime value. And lastly, leverage owned media to reduce costs.

Using your free channels like email and push notifications is a great way to reach new and existing players without eating up your budget, especially during a downturn. That wraps up our take on the state of gaming app marketing this year. Make sure to check out the full report

in the description below for more exclusive trends and recommendations. If you have any questions about today's video, leave a comment below. And, make sure you subscribe to our channel to stay updated on the latest app marketing content. Thanks for watching and see you next time.

Mobile Game Marketing: Top Trends & Strategies to Grow in 2023

AppsFlyer

2023년 게임 앱 마케팅의 과제와 트렌드

소개: 380억 건의 설치를 기반으로 한 상위 5개 게임 앱 트렌드 개요.

트렌드 1: 코로나19 이후 설치 수 감소: Android는 8% 성장, iOS는 5% 감소했습니다.

소셜 카지노는 Android와 iOS 모두에서 가장 높은 성장률을 보인 카테고리였습니다.

트렌드 2: 소비자 지출 감소; 인앱 구매 매출은 2022년 하반기에 전체적으로 7% 감소했습니다.

트렌드 3: 설치당 비용 증가로 인한 iOS 광고 지출 증가; iOS는 20%, Android는 2% 성장했습니다.

트렌드 4: 2022년 하반기 iOS의 미디어 비용이 35% 급증하여 인스톨당 비용이 3.8달러로 상승했습니다.

트렌드 5: 미국이 전 세계 사용자 확보 지출 증가의 절반에 가까운 122억 달러를 유치했습니다.

전략 1: 하이브리드 수익 창출에 집중하고 인앱 구매와 광고를 A/B 테스트합니다.

전략 3: 인구가 많고 CPI가 낮은 국가에서 글로벌 기회를 모색하세요.

전략 4: 리마케팅을 사용하여 기존 사용자 및 휴면 사용자에게 도달하고 앱 세션과 생애 가치를 높입니다.

전략 5: 소유 미디어(이메일, 푸시 알림)를 활용하여 비용을 절감하세요.