In-app purchase (IAP) activity grew significantly between 2022 and H1 2023, with revenue increasing by 23% on Android and 24% on Apple platforms.
See it on page 4On iOS, the United Kingdom, Canada, and Germany have displaced China and Saudi Arabia in the top five markets for installs, signaling a pivot toward Western regions.
See it on page 6Google Ads became the top-performing network for Android installs in H1 2023, while AppLovin reclaimed the leading position for iOS installs.
See it on page 8Meta has successfully re-entered the top five ad networks for both Android and iOS, reflecting increased competition for market share among major advertising platforms.
See it on page 8Android install distribution remained stable, with India, Brazil, and the United States continuing to hold the top three positions throughout the reporting period.
See it on page 5The data, aggregated by Tenjin from January 2022 through June 2023, focuses on significant market activity by tracking only ad networks and countries with at least 25 million installs.
See it on page 11The mobile gaming landscape experienced a notable shift in monetization and user acquisition patterns between 2022 and the first half of 2023. In-app purchase (IAP) activity demonstrated robust growth across both major mobile operating systems, with Android and Apple platforms recording increases of 23% and 24%, respectively. This upward trend in monetization suggests a resilient consumer base despite broader economic fluctuations within the mobile app ecosystem.
Geographic distribution of installs remained relatively stable on Android, with India, Brazil, and the United States maintaining their positions as the top three markets. Conversely, the iOS landscape underwent more significant regional changes, as the United Kingdom, Canada, and Germany gained prominence, displacing China and Saudi Arabia from the top five rankings. These shifts highlight the evolving importance of Western markets for iOS-based mobile game developers.
Ad network performance also saw a realignment in competitive dominance. On Android, Google Ads ascended to the top position for total installs in the first half of 2023, while Meta entered the top five. On iOS, AppLovin reclaimed the leading position, and Meta secured a top-five spot, reflecting a dynamic advertising environment where major platforms continue to vie for market share.
This analysis relies on anonymized data aggregated by Tenjin from January 1, 2022, through June 30, 2023. The findings are restricted to ad networks and countries that achieved a minimum threshold of 25 million installs, ensuring that the reported trends represent significant market activity. By tracking these metrics, the data provides a clear view of the shifting priorities and regional focus areas for mobile publishers navigating the transition toward hybrid monetization models.
