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Global Mobile Game & App (Non‑Game) Marketing White Paper 2022

The global mobile landscape in 2022 was defined by a 17.5% year-on-year increase in quarterly advertisers despite a 16% decline in total creative volume. This shift indicates a transition toward more dynamic, high-frequency marketing strategies, with over 90% of advertisers launching new creatives each quarter. While North America maintained the largest advertiser base, markets in Hong Kong, Macao, and Taiwan exhibited the highest creative output per advertiser. Android remained the dominant platform for volume, often doubling the creative output of iOS, though iOS advertisers grew to represent 40% of the market by year-end. The gaming sector experienced a notable decoupling of engagement and monetization. Genres such as strategy, simulation, and casual games saw year-over-year download growth ranging from 8% to 10%, yet simultaneously faced revenue declines between 9% and 16%. To combat rising user acquisition costs and falling revenues, developers increasingly adopted "Casual + X" strategies. This trend involved integrating hyper-casual mini-games—such as "save the dog" puzzles or line-drawing mechanics—into the marketing funnels of complex RPG and strategy titles to lower costs and broaden appeal. Hybrid-casual titles also emerged as a significant force, utilizing Roguelike mechanics and high-volume video ads to bridge the gap between traditional casual play and deeper monetization. In the non-game sector, advertising activity peaked in the fourth quarter, driven largely by utility tools, shopping, and educational applications. Video content remained the primary medium, accounting for over 70% of creatives across most global regions. Major players like TikTok and Duolingo maintained market leadership through exceptionally high creative refresh rates, often exceeding 95% new content. Regionally, Southeast Asia and Turkey showed a heavy reliance on Android and localized "big hit" formulas, while the United States and Japan remained the primary drivers of global revenue. Looking forward, the industry is shifting toward story-centric strategies and user-generated content to navigate a privacy-first environment. With the implementation of SKAdNetwork 4.0 and the impending Android Privacy Sandbox, marketers are moving away from granular user-level targeting in favor of Media Mix Modeling. The prevailing conclusion is that long-term lifetime value and diversified monetization models are now essential to offset rising platform costs and tightening media budgets.

Developer's Guide to the Chinese Market

DEVELOPER'S Table of contents Damian Jaskowski is a Chinese gaming market expert working as Expert PR Manager for East Asia at 1l bit studios and Chinese Market Coordinator at the Indie Games Poland Foundation. 3 PART II – A STEP BY STEP GUIDE TO PART III – REACHING OUT TO YOUR FANBASE 20 4 MARKET 12 3.1 Chines...

Mobile App Trends: 2023 Edition

The mobile application market entered a period of significant transition in 2023, navigating a complex landscape defined by economic volatility and evolving privacy regulations. Despite these headwinds, the industry achieved a record half-trillion dollars in combined advertising and consumer spending. While global advertising growth slowed to 14% and consumer spending experienced a marginal 2% decline, the sector demonstrated remarkable resilience through strategic adaptations. Key shifts include a rising App Tracking Transparency (ATT) opt-in rate of 29% and an increased reliance on media mix modeling and Connected TV (CTV) to optimize return on investment in a privacy-centric environment. Sector-specific performance reveals a stark contrast between industries. Fintech and e-commerce emerged as primary growth drivers, with fintech in-app revenue surging over 90% between late 2022 and early 2023. E-commerce sessions grew by 12%, supported by record-breaking revenue peaks in late 2022. Conversely, the mobile gaming industry faced its most challenging year on record in 2022, marked by a 12% decline in installs and a 9% drop in consumer spending. However, early 2023 data indicates a nascent recovery for gaming, with installs and sessions rebounding by 10% and 11% respectively over previous averages. The current market environment necessitates a shift from broad acquisition strategies toward long-term user retention and sophisticated measurement. As retention and "stickiness" remain persistent challenges across all verticals, developers are increasingly prioritizing reattribution campaigns, personalized onboarding, and loyalty programs. Success in the coming years depends on the adoption of advanced analytics and cross-platform insights to navigate data-privacy requirements. By leveraging these tools, stakeholders can effectively drive user acquisition and maximize lifetime value in an increasingly competitive global marketplace.

Insights into Marketing Trends of Global Mobile Apps

The global mobile app marketing landscape in the first half of 2023 was defined by intense competition and a decisive shift toward dynamic content. Over 93% of the approximately 170,000 active advertisers launched new creatives during this period, with emerging markets in Africa and South Asia exhibiting the highest creative density. Android emerged as the primary platform for this activity, accounting for over 70% of total creatives. Video content has solidified its dominance, representing 45% of total ad impressions globally and reaching as high as 72% in the Middle East, while traditional static image performance continues to decline. Sector-specific trends highlight a massive AI-driven boom in tool apps, which saw year-over-year advertiser growth exceeding 100% across all tracked regions. While entertainment and social apps continue to lead in revenue and downloads across North America and Southeast Asia, the Middle East has surfaced as a high-potential market characterized by a young demographic and high digital engagement. In contrast, the reading app sector has reached a stage of maturity, relying on high creative refresh rates and established intellectual properties to sustain market share in an increasingly crowded environment. Technological innovation, particularly in Artificial Intelligence and Augmented Reality, is fundamentally altering user engagement. AI-integrated tools and "Social+" entertainment platforms are attracting heavy investment in Tier-1 markets, while AR is transitioning from a novelty to a core marketing medium. With over 300 million daily AR users already active on major social platforms, projections suggest that nearly 75% of the global population will be regular AR users by 2025. This shift is driven by the high visual attention and trust associated with immersive formats, which offer significantly higher receptivity compared to traditional digital advertising methods.

Q1 2023 Insights into Global Mobile Game Marketing Trends

The global mobile game marketing landscape in early 2023 is characterized by a strategic pivot toward high-quality video content and localized engagement strategies. While the number of monthly active advertisers grew by 15% to over 160,000, the volume of new creative assets declined by 16%, signaling an industry-wide shift from quantity to quality. Android remains the primary platform for advertising, accounting for nearly 70% of total ad volume. Casual games continue to lead the market in both advertiser density and creative volume, though strategy and simulation genres are experiencing the most significant growth in advertiser participation. Marketing tactics have become increasingly sophisticated to combat rising acquisition costs and shifting consumer habits. Video content now comprises over 80% of all ad creatives, frequently utilizing "mini-game" mechanics, playable ads, and "deliberate failure" tropes to drive engagement. In the strategy sector, which is projected to see a 6.42% compound annual growth rate through 2027, developers are increasingly integrating casual gameplay elements into their marketing to broaden appeal. Conversely, the RPG market has cooled, experiencing its first revenue decline of 16% in 2022, leading advertisers in this space to rely more heavily on celebrity endorsements and gacha-related incentives. Geographic trends reveal a stark contrast in regional preferences and growth trajectories. North America maintains the highest advertiser density, while Southeast Asia and the Middle East are emerging as high-growth hubs, with Southeast Asian revenue projected to nearly double between 2020 and 2023. Regional success depends heavily on localization, such as TikTok-driven tournament content in Southeast Asia and social-integrated voice features in the Middle East. While puzzle games offer the most cost-effective advertising in the United States, the casino and simulation sectors are finding success in South America and global markets through relaxing creative themes and slots-focused advertising.

Mobile Game Marketing: Insights & Trends of Popular Game Genres Q3 2022

The analysis examines mobile‑game marketing dynamics during the third quarter of 2022, concentrating on the performance of leading genres and the geographic distribution of traffic and revenue. By comparing download activity, user engagement, and monetisation across regions, it identifies where growth opportunities are emerging and which markets continue to dominate the ecosystem. Casual games recorded only modest increases in downloads, adding roughly five million installs versus the previous quarter and less than one percent year‑on‑year growth. Despite the limited acquisition surge, daily‑active‑user and monthly‑active‑user ratios remained stable, while revenue climbed seven percent year‑on‑year, an uplift of about thirty million dollars. The United States accounted for the largest share of earnings, generating more than $250 million—46 percent of total casual‑game revenue—and posted an eleven‑percent increase over the prior year. Meanwhile, less‑developed markets showed accelerating expansion, signalling untapped monetisation potential. Regionally, North America retained its position as the primary source of mobile‑game traffic, delivering a five‑percent year‑on‑year rise in downloads and a modest one‑percent quarter‑on‑quarter gain. Southeast Asia emerged as the fastest‑growing market, with download growth of eleven percent year‑on‑year and twelve percent quarter‑on‑quarter, underscoring its role as a catalyst for user‑base expansion. The contrast between the mature, revenue‑rich U.S. market and the rapidly scaling Southeast Asian audience highlights divergent strategic imperatives for acquisition versus monetisation. Overall, the findings suggest that while casual‑game revenue remains anchored by the United States, future growth will be driven by intensified marketing efforts in emerging regions, particularly Southeast Asia. Companies that balance retention‑focused tactics in established markets with aggressive user‑acquisition campaigns in high‑growth territories are likely to optimise both short‑term earnings and long‑term audience development.

Summary of Main Supplementary Explanations Questions and Answers at the FY2022 Fourth Quarter GREE Results Briefing

The fiscal year 2022 fourth-quarter results for GREE highlight a period of significant growth driven by the successful launch of Heaven Burns Red and strong performance from anniversary events in mainstay titles. This success is attributed to a long-term strategy initiated in 2017 to enhance development and operational capabilities. Key factors contributing to recent hit titles include strengthened marketing that exceeds fan expectations via social media, improved creative quality through a dedicated engine strategy focusing on 3D rendering, and the delivery of high-volume content at launch to satisfy passionate user bases. The strategic focus extends across three primary pillars: Games and Anime, Metaverse, and Commerce and DX. The Metaverse business is currently meeting investment targets, with approximately 10 billion yen allocated over a three-year period, and has successfully reached a break-even point. In the DX sector, the company has restructured its corporate marketing services into a unified business unit to leverage shared databases and provide comprehensive digital transformation support. Furthermore, a new entry into the Manga business aims to diversify the media portfolio, allowing for multifaceted development of first-party intellectual property across games, anime, and print. Financial outlooks remain stable but cautious for the upcoming period. While the Investment and Incubation business is expected to maintain a long-term return on investment of 10% or higher, the Internet and Entertainment segment anticipates a quarter-on-quarter decline in operating income for the first quarter of fiscal year 2023. This projected decrease to between 1.0 billion and 1.5 billion yen is due to a reactive decline following the exceptional fourth-quarter performance and planned investments into system enhancements designed to secure future profitability.

Japan Mobile App Trends 2022: Essential App Performance Benchmarks and Insights

The Japanese mobile app market underwent a period of significant expansion between 2020 and mid-2022, characterized by a 19% increase in total installs and a 12% rise in user sessions. Gaming remains the primary driver of this growth, with installs surging 52% year-over-year. Within this vertical, Hyper Casual and RPG titles command the largest market shares, accounting for 15% and 13% of installs respectively. While gaming leads in volume, the Fintech and E-commerce sectors have reached record engagement levels, with E-commerce sessions growing 29% over 2020 benchmarks and Fintech sessions rising 13% annually. User acquisition dynamics in Japan reveal a complex landscape of costs and returns across different platforms and genres. Dating apps face particularly high acquisition hurdles, with costs per install peaking at $6.60, while puzzle games average a $5.48 cost per install. Data indicates that Android users frequently outperform iOS users in terms of conversion efficiency and return on ad spend, particularly within the gaming and dating verticals. These performance metrics suggest that while the market is maturing, strategic platform selection remains critical for optimizing marketing budgets. Looking toward future growth, the Japanese digital landscape is shifting toward multi-channel engagement, with Connected TV emerging as a vital marketing frontier. Projections suggest that ad spend in the Japanese Connected TV sector will reach ¥58.8 billion by 2024. This evolution, supported by data from the top 2,000 performing apps, underscores a resilient mobile economy where traditional gaming dominance is being supplemented by rapid digital transformation in financial services and retail. The transition from 2020 through the first half of 2022 highlights a market that is both expanding in scale and diversifying in its technological reach.

Raport Bieżący Nr 12/2022

The Management Board of PCF Group S.A., operating under the People Can Fly brand, formally convened its Ordinary General Meeting for June 28, 2022, in Warsaw. This regulatory announcement serves as a legal notification to shareholders and the public regarding the governance and financial oversight of the company following the 2021 fiscal year. The meeting's primary function is to review and approve the financial performance and corporate conduct of the group for the period ending December 31, 2021. Key agenda items include the evaluation of the standalone and consolidated financial statements, as well as the Management Board’s report on the activities of the PCF Group Capital Group. Central to these proceedings is the Supervisory Board’s assessment of the 2021 financial results and the formal proposal regarding the distribution of net profit. The meeting also addresses executive governance through the presentation of remuneration reports for members of the Management and Supervisory Boards, supported by an independent auditor’s assurance report. Beyond financial approvals, the scope of the meeting encompasses organizational and leadership updates. This includes the consideration of professional biographies for candidates nominated as independent members of the Supervisory Board and the adoption of a consolidated text for the Regulations of the Supervisory Board. These actions align with the Best Practice for GPW Listed Companies 2021, ensuring transparency in corporate governance. The announcement confirms that comprehensive annual reports and auditor opinions have been made available through the company’s investor relations portal and its physical headquarters to facilitate informed shareholder participation.

Raport bieżący nr 4 / 2022: Popremierowy raport sprzedażowy dotyczący House Flipper Pets DLC

The release of the House Flipper Pets DLC on the Steam platform on May 12, 2022, represents a significant commercial success for PlayWay S.A. and its subsidiary, Frozen Way S.A. Within the first 24 hours of availability, the expansion fully recouped its total development, testing, localization, and marketing costs, which were capped at 1.25 million PLN. The title achieved the top position on the Steam Global Bestseller list, reflecting strong initial market penetration and consumer demand. Performance metrics gathered during the first 72 hours post-launch indicate total sales of 64,500 units, including various bundle configurations. The expansion maintained a high level of player satisfaction with a 91% positive rating on Steam. Geographic distribution of sales was led by the United States at 33%, followed by Germany at 12% and the United Kingdom at 9%. The launch also demonstrated a strong conversion rate from the outstanding wishlist, which remained high at 234,800 units following the initial 40,500 purchases made by wishlisted users. The release of the Pets DLC acted as a catalyst for the broader House Flipper franchise, driving over 28,000 sales of the base game and 15,000 sales of previous expansions within the same three-day window. Furthermore, the franchise reached a new historical peak for concurrent players on Steam, exceeding 12,300 individuals. Future growth strategies include porting the expansion to Xbox, PlayStation, and Nintendo Switch consoles, alongside the development of the upcoming Farm DLC, which already shows significant pre-launch interest. PlayWay S.A. consolidates 62.7% of the profits generated by Frozen Way S.A. from this title.

2Q FY2022 Presentation Material: January to March 2022

CyberAgent’s financial performance for the second quarter of fiscal year 2022 reflects a period of robust growth across its core business segments, characterized by consolidated sales of 191.1 billion yen and an operating profit of 25.7 billion yen. This 16.9% year-over-year increase in revenue was primarily fueled by record-breaking performance in the Internet Advertisement division and a significant recovery in the Game business. The gaming sector specifically benefited from high-profile anniversary events for major titles such as Uma Musume Pretty Derby and Granblue Fantasy, which drove quarterly segment sales to 69.0 billion yen and operating profit to 21.3 billion yen. The strategic focus remains centered on leveraging the profitability of advertising and gaming to fund the long-term expansion of the ABEMA media platform. While ABEMA reported a quarterly loss of 1.9 billion yen, its sales grew by 37.9% year-over-year, supported by the rapid scaling of the WINTICKET betting service. WINTICKET achieved a 2.1x increase in transaction volume, capturing 31% of the online Keirin market. To further solidify ABEMA’s market position, the company secured exclusive free broadcasting rights for all 64 matches of the FIFA World Cup Qatar 2022, aiming to transition the platform into a primary profit pillar. Despite the strong quarterly results, the full-year outlook remains cautious, with a projected 32.9% decline in operating profit to 70 billion yen. This forecast accounts for substantial upfront investments in media content and a normalization of the gaming sector following previous peaks. Future growth initiatives include the release of three major RPG titles later in 2022 and continued technological investments to maximize advertising effectiveness. The overall trajectory indicates a transition toward a diversified digital ecosystem where high-margin services subsidize the development of a dominant streaming and entertainment infrastructure.

Regarding SDGs/ESG FY2021

Koei Tecmo’s fiscal year 2021 strategy emphasizes a commitment to sustainable growth through a materiality matrix focused on environmental stewardship, social responsibility, and robust corporate governance. By transitioning to electronic manuals and migrating to cloud-based server infrastructure, the organization achieved significant resource conservation, including the saving of 49 tons of paper. These environmental efforts are paired with a sophisticated governance overhaul designed to meet the Tokyo Stock Exchange’s Prime Market listing criteria. This transition was facilitated by innovative financial maneuvers, such as the issuance of Zero Coupon Convertible Bonds and a strategic tender offer to improve the tradable share ratio, earning industry recognition for capital market transparency. Human capital remains a central pillar of the corporate mission, evidenced by a substantial 23% increase in base salaries and a low employee separation rate of 4.2%. The organization fosters diversity and long-term retention through a 100% return rate from childbirth leave and significant financial incentives for family growth, such as a 2 million yen bonus for a third child. Leadership diversity is also a priority, with women occupying nearly one-third of CG division leadership roles and 16.7% of the Board of Directors. These internal improvements are matched by a commitment to product responsibility, including strict adherence to global rating systems and the utilization of proprietary technology like the Katana Engine™ to ensure operational efficiency and quality. The scope of these initiatives extends to global social contributions and regional revitalization within Japan. The group provided $500,000 in humanitarian aid for Ukraine and collaborated with local governments to leverage historical intellectual properties for public safety and tourism campaigns. By integrating intellectual property protection with educational outreach and disaster relief, the organization aligns its commercial success with broader societal value. This comprehensive approach to ESG and SDG integration reflects a long-term vision for transparent communication and value creation within the global gaming industry.

Global White Paper on Mobile Advertising & Marketing Game H1 2022

The first half of 2022 saw a contraction across the mobile‑app advertising ecosystem, with the total number of advertisers falling 5.79 % to a historic low of roughly 83 400 and creative volume dropping 27 % to 40 million assets. This downward pressure was most pronounced among mobile‑game advertisers, whose pool shrank to about 83 000 in January, while non‑game categories such as shopping apps retained the largest share of spend (≈12.5 % of advertisers and 17.2 % of creatives). Regional variation was stark: Europe and North America dominated non‑game advertising, whereas the Asia‑Pacific region, excluding China, was the only market with a net increase in advertisers. Mobile‑game advertising displayed divergent cost dynamics. The United States and Japan posted the highest average CPMs at $27.54 and $25.93 respectively, with iOS campaigns costing roughly 15 % more than Android. Female users and the 55‑64 age cohort commanded a 13 % premium on impressions, while South Korea recorded the peak CPI at $13.90. Playable ads delivered the lowest CPI but suffered the weakest return on ad spend, whereas banner formats generated the strongest ROAS. Strategy titles leaned heavily on video‑only creatives (>90 %) and began integrating casual‑puzzle mechanics to broaden appeal; interest in emerging formats remained modest, with only 16 % of players expressing curiosity about NFTs and 32 % about metaverse features. Creative strategies are shifting toward motivation‑driven, user‑centric formats such as rewarded video and playable ads to counter post‑IDFA fragmentation. Narrative‑driven ads are proving effective for simulation games targeting female audiences, delivering $12 million in revenue across key Western markets. AR‑enhanced placements on platforms like Snapchat achieve double the attention and 1.7 × the immersion of standard formats, while friend‑based recommendations outperform celebrity influencers by a factor of four. Regional opportunities are emerging in Tier‑2/3 India through vernacular campaigns and OEM inventory, and Turkey’s

Newzoo Gamer Insights: The Future of Gaming

The Gamer Generations Report 2022 examines the evolving relationship between younger consumers and the video game industry, asserting that gaming has become an integral, multi-dimensional pillar of daily life for Gen Alpha and Gen Z. The analysis highlights a shift where gaming serves not just as entertainment, but as a primary venue for socialization, self-expression, and immersion. This trend is positioning these generations as the primary drivers of future virtual worlds and the emerging metaverse. Data for this study was collected between February and April 2022 via Computer Assisted Web Interviewing, surveying 75,930 respondents across 36 global markets. The scope covers Gen Alpha (ages 10-12) and Gen Z (ages 13-27), comparing their behaviors against the total online population. Key findings indicate that 90% of Gen Alpha and Gen Z are "game enthusiasts" who engage through playing, viewing, or social interaction, compared to 79% of the general population. Furthermore, these groups spend significantly more leisure time on gaming than older cohorts; it is the top entertainment source for Gen Alpha and a top-three source for Gen Z, rivaling social networks and video streaming. Economic engagement is also high, with 52% of Gen Alpha and 48% of Gen Z spending money on games, primarily on mobile platforms. The top spending motivators include unlocking exclusive content and personalizing in-game experiences through currencies and gear. Socially, 70% of Gen Z expresses interest in using game worlds for non-gaming gatherings, such as concerts or virtual hangouts. The report concludes that as gaming becomes a ubiquitous social platform, brands and developers must adapt to these generations' preferences for multiplayer connectivity, character customization, and diverse content consumption.

Rapport Annuel 2022 de l'ALD: Canada

The Association canadienne du logiciel de divertissement (ALD) presents an overview of its 2022 activities, emphasizing the organization’s mandate to champion the Canadian video‑game sector through policy advocacy, industry research and public‑relations initiatives. Central to the narrative is the 2021 economic study conducted with Nordicity, which quantifies the sector’s contribution to the national economy and underscores its resilience amid pandemic‑induced disruptions. The study reveals that the industry expanded from fewer than 700 active studios in 2019 to nearly 1 000 in 2021, employing more than 32 000 full‑time workers and supporting an additional 23 000 indirect jobs. Direct output now adds $5.5 billion to Canada’s gross domestic product, the highest level recorded to date. Survey participation reached a record 160‑plus responses, representing over 150 studios that supplied employment and financial data. Diversity and inclusion policies are in place at more than 80 % of studios with 100 or more employees, indicating a sector‑wide commitment to balanced talent pipelines. Complementary efforts include a bilingual “#MyWhy” vaccination campaign that mobilized seven influencers to produce eight videos, and a newly funded guide outlining electronic‑waste recycling obligations for members. Media outreach, coordinated with Hill & Knowlton Strategies, generated roughly 39 million impressions, 66 000 Twitter impressions, 11 000 Instagram impressions and 42 000 YouTube views, translating into over 1 200 hours of video consumption. Virtual engagements with federal officials covered economic impact, immigration, skills development and cultural funding, while plans are under way for an in‑person “Games on the Hill” event in November 2022. Overall, the report demonstrates that despite pandemic constraints, the Canadian video‑game industry has continued to grow, diversify and increase its cultural and economic influence, positioning Canada as

For the Game

The global gaming industry is undergoing a transformative shift into a primary mass medium, projected to reach 3.5 billion players and $225 billion in revenue by 2025. This evolution is characterized by gaming’s role as a central pillar of culture and social connection, with over a third of players utilizing the medium specifically for socialization. Analysis across 21 global markets reveals that gamers are highly engaged "super-consumers" who spend nearly 60 hours a week across television and internet platforms, making them a critical demographic for brand attention. To effectively reach this audience, the industry must move beyond traditional demographic stereotypes and adopt a motivation-based segmentation. This approach identifies six distinct player types, allowing for more authentic engagement. However, a significant gap remains between the diverse player base and the industry’s internal demographics, which remain predominantly male and white. Prioritizing equity, inclusion, and accessibility is essential for future growth, as evidenced by the commercial success of titles that prioritize inclusive design and representation. Successful brand integration requires a departure from standard advertising in favor of intrinsic in-game experiences and value-driven partnerships. Strategies such as gamified commerce, immersive virtual events, and the utilization of original intellectual property yield higher attention and recall rates than traditional social media formats. By fostering mutually beneficial relationships and respecting established gaming codes, brands can leverage the medium not just for visibility, but as a sophisticated tool for long-term community building and commercial innovation.

Mobile Advertising Benchmark Report

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

**Document Title:** *The State of Mobile Game and App Markets: H1 2022* --- ## Executive Overview - **Market Contraction, but Not Uniform:** - Overall mobile‑app and game ecosystem shrank – 6.2 % YoY drop in the number of advertisers and a 27 % decline in total creatives. - The contraction was **regional**: Europe, North America, and Oceania bore the brunt, while **Tier‑2/3 markets** (especially Hong Kong, Macau, and Taiwan) surged – advertiser counts rose **37 % YoY**. - **Creative Strategy Shift:** - Marketers moved away from “quantity‑over‑quality” to **higher‑quality, user‑generated‑content (UGC)‑style creatives**. - This pivot drove a **27.8 % YoY reduction** in total mobile‑game creatives (down to **15.8 M**), while the advertiser base remained relatively stable (≈ 45.1 K). - **Performance‑Driven Campaigns:** - Adoption of **cost‑per‑play (CPP)** and **in‑app‑purchase‑return‑on‑ad‑spend (IAP‑ROAS)** optimization grew sharply. - **Machine‑learning‑powered** tools—predictive analytics, automated bidding, and the new **SKAdNetwork 4.0** attribution framework for iOS—helped offset rising **cost‑per‑install (CPI)** pressures and improve early‑stage ROI measurement. - **App‑Store Search Dominance:** - **64.7 %** of all app installs in H1 2022 originated from **App Store search**. - Consequently, publishers and marketers doubled‑down on **App Store Optimization (ASO)** and **Apple Search Ads**, treating search visibility as a primary acquisition channel. - **Growth Outlook:** - Future expansion is expected to be **driven by emerging markets** (Tier‑2/3 regions) and **increased reliance on AI/ML‑based campaign automation**. - Continued investment in **high‑impact, UGC‑styled creatives** and **search‑centric acquisition** will be critical to sustain performance as CPI trends upward. --- ## Section‑by‑Section Highlights | Section | Core Findings | |---------|----------------| | **1 – Market Landscape** | • 6.2 % YoY decline in advertisers; 27 % drop in creatives.<br>• Steepest losses in Europe, NA, Oceania.<br>• 37 % YoY advertiser surge in Hong Kong, Macau, Taiwan (Tier‑2/3).<br>• Shift to higher‑quality, UGC‑style creatives and predictive‑analytics‑driven campaigns (incl. SKAdNetwork 4.0). | | **2 – Creative & Optimization Trends** | • 27.8 % YoY reduction in total mobile‑game creatives → 15.8 M.<br>• Advertiser count stable at ~45.1 K.<br>• Widespread adoption of **CPP** and **I

App Marketer Survey

The global app marketing landscape is currently defined by a paradox of rising performance expectations and diminishing data visibility. While nearly 60% of marketing professionals face more aggressive key performance indicators than in previous years, approximately half are struggling to meet these targets. This friction is primarily driven by the implementation of Apple’s App Tracking Transparency framework, which has negatively impacted 64% of user acquisition campaigns. The resulting data scarcity has complicated decision-making for 73% of marketers and led to increased costs for 72% of respondents, forcing a heavy daily focus on manual campaign analysis to compensate for the loss of granular tracking. In response to these privacy-centric shifts, the industry is undergoing a strategic pivot toward diversification and alternative platforms. Marketers are increasingly reallocating budgets toward Android and exploring less trackable channels, with over half of professionals prioritizing influencer marketing and organic social media. Despite the challenges posed by rising costs and low familiarity with upcoming privacy updates like SKAN 4 and the deprecation of Google Advertising ID, the outlook for the sector remains growth-oriented. Fifty-two percent of marketers intend to increase their advertising spend in 2023, focusing on expanding their network of partners to navigate the post-ATT environment. This transition is supported by a global infrastructure of programmatic user acquisition and monetization tools designed to scale revenue across sectors such as gaming, finance, and e-commerce. By leveraging creator-led campaigns and advanced game data analytics, businesses across 74 countries are attempting to offset the limitations of the current privacy era. The overarching trend indicates that while privacy regulations have fundamentally disrupted traditional acquisition models, the industry is responding through increased investment and a broader, multi-channel approach to mobile growth.