App Store search accounted for 64.7% of all mobile app installs in H1 2022, cementing search visibility and ASO as the primary acquisition drivers.

According to "The State of Mobile Game and App Markets: Global Report on App Marketing for H1 2022": App Store search accounted for 64.7% of all mobile app installs in H1 2022, cementing search visibility and ASO as the primary acquisition drivers.

The mobile ecosystem experienced a contraction in mature regions, evidenced by a 6.2% year-over-year decline in advertisers and a 27% drop in total creatives.

According to "The State of Mobile Game and App Markets: Global Report on App Marketing for H1 2022": The mobile ecosystem experienced a contraction in mature regions, evidenced by a 6.2% year-over-year decline in advertisers and a 27% drop in total creatives.

Tier-2/3 markets, specifically Hong Kong, Macau, and Taiwan, bucked the global trend with a 37% year-over-year increase in advertiser counts.

According to "The State of Mobile Game and App Markets: Global Report on App Marketing for H1 2022": Tier-2/3 markets, specifically Hong Kong, Macau, and Taiwan, bucked the global trend with a 37% year-over-year increase in advertiser counts.

Marketers pivoted from high-volume creative strategies to high-quality, UGC-style content, resulting in a 27.8% year-over-year reduction in total mobile game creatives to 15.8 million.

According to "The State of Mobile Game and App Markets: Global Report on App Marketing for H1 2022": Marketers pivoted from high-volume creative strategies to high-quality, UGC-style content, resulting in a 27.8% year-over-year reduction in total mobile game creatives to 15.8 million.

Publishers increasingly adopted machine-learning-powered tools, including predictive analytics and the SKAdNetwork 4.0 framework, to mitigate rising CPI and improve IAP-ROAS measurement.

According to "The State of Mobile Game and App Markets: Global Report on App Marketing for H1 2022": Publishers increasingly adopted machine-learning-powered tools, including predictive analytics and the SKAdNetwork 4.0 framework, to mitigate rising CPI and improve IAP-ROAS measurement.

Performance-driven optimization models, specifically cost-per-play (CPP) and in-app-purchase-return-on-ad-spend (IAP-ROAS), became the standard for managing campaign efficiency in H1 2022.

According to "The State of Mobile Game and App Markets: Global Report on App Marketing for H1 2022": Performance-driven optimization models, specifically cost-per-play (CPP) and in-app-purchase-return-on-ad-spend (IAP-ROAS), became the standard for managing campaign efficiency in H1 2022.

Back to report

Key Insights

The State of Mobile Game and App Markets: Global Report on App Marketing for H1 2022

AdQuantum~49 min full read

01
App Store search accounted for 64.7% of all mobile app installs in H1 2022, cementing search visibility and ASO as the primary acquisition drivers.
02
The mobile ecosystem experienced a contraction in mature regions, evidenced by a 6.2% year-over-year decline in advertisers and a 27% drop in total creatives.
03
Tier-2/3 markets, specifically Hong Kong, Macau, and Taiwan, bucked the global trend with a 37% year-over-year increase in advertiser counts.
04
Marketers pivoted from high-volume creative strategies to high-quality, UGC-style content, resulting in a 27.8% year-over-year reduction in total mobile game creatives to 15.8 million.
05
Publishers increasingly adopted machine-learning-powered tools, including predictive analytics and the SKAdNetwork 4.0 framework, to mitigate rising CPI and improve IAP-ROAS measurement.
06
Performance-driven optimization models, specifically cost-per-play (CPP) and in-app-purchase-return-on-ad-spend (IAP-ROAS), became the standard for managing campaign efficiency in H1 2022.

That's the gist.

Dive into the full report for the data, charts, and sources behind these takeaways.

Read the full report