General News
AppsFlyer Reveals Gaming App Install Ad Spend Reaches $26.7B Globally Despite Slowing Growth in Installs

AppsFlyer has released its State of Gaming App Marketing for 2023, an in-depth report on key gaming trends for app developers, marketers and game studios to utilize as they navigate through a year of challenging macro trends, including the new age of data privacy.

As the post-Covid era unfolds, a digital slowdown, or return to pre-Covid conditions, is taking place. While the effects are becoming increasingly apparent in metrics like overall app installs by consumers, the gaming app economy still showed resilience with nearly $27 billion invested in ad spend by gaming marketers and developers worldwide in 2022 in order to acquire new users.
Overall, Android game app installs rose slightly, by 8% compared to 2021, whereas iOS game app installs showed a small decline, with a 5% drop.
Based on advertising investment, the United States remains the largest target market for gaming app marketers by a significant margin, followed by Japan, South Korea, Germany and the United Kingdom.
“If 2021 and the first quarter of 2022 was the golden age of gaming, the second half of 2022 and especially 2023 will be a time that marketers, developers and studios will need to overcome challenges to adopt highly-focused, efficient strategies for attracting and inspiring loyal, valuable players,” said Shani Rosenfelder, Director of Market Insights at AppsFlyer.
“Evolving marketing budgets coupled with drops in consumer spending across some genres mean game businesses are compelled to prioritize profits over growing the sheer size of their numbers of players. Despite the hurdles, however, mobile gaming remains a lucrative powerhouse nearing three billion players globally.
Marketers will continue to succeed by putting more focus on modern measurement capabilities, utilizing techniques that deliver an engaging experience while respecting user privacy, and leveraging remarketing and owned media channels further in order to offset increases in their cost-per-installs (CPI).
Additionally, they will need to dive deep into the complex yet promising SKAN 4.0 from Apple, and invest more in campaigns outside of the United States, as gaming is truly a global phenomenon.”
As for gaming app revenues, the State of Gaming report reveals that consumers spent the most on in-app purchases (IAP) in role playing and social casino (not real money) games. Purchases in these game categories declined mostly in the second half of 2022, leading to an overall drop in IAP revenues by 7% compared to the first half of the year.
The economic downturn appears to have impacted consumer behaviour in high IAP genres of role playing and social casino more than other categories like match or puzzle games, which rely more on micropayments. In-app advertising (IAA) remained the strongest driver of revenues for hyper casual, match and simulation games, though IAA revenues also declined across most genres towards the second half of 2022.
Key Insights from the 2023 State of Gaming App Marketing:
- $26.7 Billion total gaming app install ad spend worldwide in 2022. The US commands nearly half at $12.2B thanks to its high-volume and high-cost media landscape; Japan is a distant second with nearly $2B in spend.
- Worldwide, Android game app installs rose slightly in 2022, iOS game app installs showed a small decline. There was an 8% YoY growth in total app installs of Android games. A -5% YoY install drop on iOS reflects the continued challenges iOS app marketers are facing following Apple’s privacy changes (despite the improvement vs. the previous 2022-2021 YoY figure of -13%). In the US, still considered the most important market for gaming app marketers, 2022 saw a 19% growth in Android app installs and -1% decline in installs of iOS gaming apps when compared to 2021.
- The second half of 2022 in particular was a struggle for in-game purchases with the economic uncertainty in the market. There was a -7% overall drop in in-app purchase (IAP) revenue in H2 2022 compared to H1 2022, with iOS down 9% and Android down 4%. Overall, in-app purchases on Android gaming apps were down -14% year-over year (YoY), while iOS was down -1% YoY. This was driven largely by a decline in Role Playing and Casino game genres that typically have high rates of in-app purchases, and where the economic downturn appears to have impacted consumer spend.
- Categories that saw largest growth in 2022 vs. 2021: 48% growth rate for Android casino games, 3x more than second-place Hypercasual and 5x higher compared to the growth rate in puzzle and Role Playing games (RPG). Casino games led growth on the flagging iOS side, clocking an impressive 17%.
- Cost-per-installs on iOS continue to climb: 88% is the increase in CPI on iOS from Q1 2021 to Q4 2022, shooting up $3.75 per install as iOS marketers continue to accept high prices to acquire valuable Apple users. YoY rates show a 35% jump.
- Marketers increasingly leveraging owned media channels: As marketers look to get more value out of their budgets, the use of owned media strategies such as push notifications, in-app messages and cross promotion is seeing a sustained rise. This has led to a significant YoY increase in the number of owned media conversions, with a 16% growth on iOS and a 34% surge on Android.
“As gaming marketers continue to navigate their way through a shifting economic landscape along with privacy changes, particularly on iOS, they face fresh challenges and opportunities in regards to their app marketing efforts,” said Adam Smart, Director of Product, Gaming at AppsFlyer.
“Privacy restrictions on iOS limit the ability of marketers to leverage user-level data, which was previously the cornerstone of their ability to connect campaign performance to attracting new users.
“Yet despite a significant rise in media costs and measurement challenges, gaming apps are still investing heavily in capturing high-quality players on iOS, and are not shifting those resources to Android even if the approach results in attracting fewer users overall.
“This gives greater importance to the use of privacy-enhancing tech and data clean rooms in 2023 and beyond, and will also provide advantages to those able to leverage accurate and comprehensive data for making the timeliest decisions on where, when and how to optimally invest budgets in ways that attract and retain the most valuable players.”
“With Europe and North America often being a benchmark for African countries, it is safe to say that the gaming industry on the continent also follows the same trend. Overall, gaming app installs ad spend reached $26.7 billion globally in 2022, with a small portion of this attributed to Africa, primarily South Africa.
Based on AppsFlyer’s recent report on the State of Gaming App Marketing, we have seen that gaming app installs have decreased on iOS, while there has been a notable increase across android devices.
This is a sign of things to come for the African gaming industry, and we predict that more African countries will contribute to the overall ad spend on gaming app installs in the coming years.
“With the United States comprising almost half of global gaming ad spend at $12.2 billion, investing in the country is important despite the heightened competition. But, other countries have growing gaming populations and are not as competitive when it comes to hunting for paid installs. High population countries like South Africa, Indonesia, India, and Vietnam are always hungry for new content” he added.
General News
FirstCap Closes N4.46Bn LAPO MFB SPV Series 1 Bond, Deepens Access to Long Term Capital

FirstCap, an investment banking firm and subsidiary of FirstHoldCo Plc., has successfully closed the ₦4.46 billion Series 1 Bond Issuance by LAPO MFB SPV Plc, reinforcing its strong leadership in Nigeria’s debt capital markets and deepening access to long term funding for high impact sectors.

Acting as Lead Issuing House, FirstCap structured the fund raising on behalf of LAPO MFB SPV Plc (a company sponsored by LAPO Microfinance Bank Limited to mobilise institutional capital targeted at SME financing, renewable energy expansion, and digital financial services, three critical drivers of inclusive and sustainable economic growth in Nigeria.
The transaction is underpinned by a compelling impact thesis, with proceeds strategically deployed to support small businesses and clean energy initiatives. The microfinance sector continues to demonstrate resilience and strong fundamentals positioning the issuance at the intersection of growth, sustainability, and financial inclusion.
Commenting on the transaction, Ukandu E. Ukandu, Managing Director, FirstCap Limited, said: “This successful issuance underscores our strategic commitment to directing capital where it delivers measurable economic impact. At FirstCap, we partner with institutions that have the scale, discipline, and vision to transform markets, and LAPO exemplifies these qualities.
The ₦4.46 billion bond is positioned to be a catalyst for SME growth, expanded energy access, and broader financial inclusion. We remain committed to structuring transactions that are not only bankable, but impactful and aligned with Nigeria’s long term economic trajectory.”
FirstCap Limited remains committed to leading from the forefront of Nigeria’s capital markets, structuring transactions that are bankable, impactful, and investable, while supporting the future trajectory of Nigeria’s economic development.”
General News
MTN Foundation Opens Applications for 2026 Scholarship Programmes

The MTN Foundation has opened applications for its 2026 scholarship programmes as part of efforts to promote academic excellence and support financially challenged students across Nigeria.

MTN Foundation
The foundation, in a statement on Monday, said the application cycle covers its Science and Technology Scholarship (STS), Scholarship for Blind Students (SBS), and a newly introduced scholarship category specifically for medical students.
According to the foundation, the medical scholarship was previously embedded within its broader STEM scholarship category but has now been carved out to provide targeted financial support for outstanding medical students in public tertiary institutions and teaching hospitals nationwide.
Under the 2026 programme, 400 successful applicants, including 100 medical students, will receive annual scholarship grants of N300,000 each.
The foundation said the scholarship is designed to support tuition, textbooks, and living expenses, helping beneficiaries focus on their studies amid rising education costs and current economic realities.
Executive Director of MTN Foundation, Mrs Odunayo Sanya, said the scholarship programme reflects the organisation’s continued commitment to youth development and educational advancement.
“This call for applications reinforces our long-standing commitment to Nigerian youth by providing them with the resources needed to compete and excel globally.
“Our aim is to empower these bright minds to become the drivers of a technologically advanced Nigeria. At the MTN Foundation, we firmly believe that financial limitations should not stifle academic potential,” she said.
The foundation said eligible applicants include 300-level students studying Science, Technology, Engineering and Mathematics (STEM)-related disciplines in public tertiary institutions.
Medical students in 400-level at public universities and teaching hospitals are also eligible, alongside blind students in 200-level and 300-level courses.
According to the statement, the N300,000 scholarship is renewable annually until graduation, subject to beneficiaries maintaining the required academic standards.
It said STS recipients are required to maintain a minimum cumulative grade point average (CGPA) of 3.5, while Scholarship for Blind Students beneficiaries must sustain a minimum CGPA of 2.5.
Beyond financial support, the foundation said beneficiaries would also gain access to mentorship opportunities, technical training, and employability workshops under its Skill Up initiative.
The initiative is designed to equip students with practical and soft skills required to succeed in an increasingly competitive and digital global economy.
The MTN Foundation Scholarship Programme, now in its 15th year, has become one of the company’s flagship education interventions, supporting thousands of students across Nigeria.
The foundation said the programme continues to remove economic barriers to education while contributing to national development through human capital investment.
Interested applicants have been advised to submit their applications through the official scholarship portal before the deadline of May 31, 2026.
General News
Amezcua Marks 20th Anniversary with Global Rollout of GX-1 Wellness System

International wellness technology brand Amezcua is marking its 20-year milestone with the global rollout of the GX-1 Bio-Reset System, a non-powered grounding mat designed to be used as part of everyday wellness routines.

Amezcua
The launch signals the first phase of Amezcua’s 2026 expansion across the Middle East, Central Asia and Sub-Saharan Africa, regions experiencing accelerated growth in consumer-led, lifestyle-oriented wellbeing adoption.
Nigeria’s wellness and personal care market is experiencing a significant surge, with the beauty and personal care sector alone valued at approximately USD 7.8 billion in 2023.
This rapid growth, expected to continue with a compound annual growth rate (CAGR) of over 17% in some segments between 2023 and 2027, is driven by a profound shift towards preventive health, natural products, and holistic wellbeing.
Designed for daily use at home or at work, the GX-1 requires no electricity, charging, batteries, or powered connection. As a non-powered mat, it does not generate electrical current or emit signals.
The system includes a conductive connection wire linking the primary mat to a secondary floor contact pad. The portable mat is intended to complement rest, recovery and overall well-being routines as part of broader lifestyle practices.
Amezcua is a wellness technology brand under QNET, a wellness and lifestyle-focused direct selling company. This latest launch reflects the organisation’s continued focus on accessible, nature-inspired wellness solutions.
“Over the past two decades, we have observed a global shift from reactive healthcare to proactive wellbeing”, said Mattias Mildenborn, Chief Executive Officer of QNET.
“The GX-1 reflects that transition by offering a simple, non-powered solution designed to integrate seamlessly into modern lifestyles without requiring additional digital dependency,”
Grounding – sometimes referred to as “earthing” – is a wellness practice that continues to attract interest internationally.
Amezcua emphasises responsible communication in the evolving wellness space and positions the GX-1 as a lifestyle wellness product and not a medical device.
Elena Khoo, Chief Marketing Officer of QNET, said transparency is essential as consumer literacy continues to grow. “The wellness sector is evolving rapidly, and consumers are increasingly discerning.
“Our responsibility is to communicate clearly that grounding is positioned as a complementary lifestyle practice, not a form of medical care or intervention. Transparency builds long-term trust.”
Materials, Safety and Quality
The GX-1 is made with an electroconductive polyurethane (PU) upper layer and Thermoplastic Polyester Elastomer (TPE) foam for the base layer.
Independent testing conducted by Bureau Veritas confirmed that the materials comply with the European Union’s Registration, Evaluation, Authorisation and Restriction of Chemicals (REACH) chemical safety regulation, with no Substances of Very High Concern (SVHC) detected.
The materials are hypoallergenic and safe for prolonged skin contact. The product is manufactured under an ISO 9001:2015-certified quality management system and is positioned as a non-powered general wellness mat, not a medical device.
Product Formats and Everyday Use
The GX-1 is available as a pack of two: a large mat and a small mat. The large mat is designed for versatile use — for example, placed on a bed beneath a sheet, used on a chair or sofa, or used as a yoga mat as part of a personal wellbeing routine.
The small mat is designed for portability, including use when seated during travel (such as flights) by placing it at the feet or at a work desk. For users who want extended coverage, the two mats can be connected to create a larger continuous grounding surface.
The product is available through the official QNET e-store and via authorised Independent Distributors in participating markets.
As Amezcua expands into new regions throughout 2026, the GX-1 launch signals the brand’s continued focus on nature-inspired wellness technologies adapted for contemporary lifestyles.
For more information, visit www.amezcua.com.
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