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
Interswitch Advocates Trust-Driven Infrastructure as Cornerstones of Africa’s Cross-Border Capital Future
Interswitch Group, one of Africa’s leading integrated payments and digital commerce companies, has reaffirmed its commitment to advancing a seamless and inclusive financial ecosystem across the continent at the recently concluded Inclusive Fintech Forum 2026, which held at the Kigali Convention Centre, in Rwanda from 10 -12 March 2026.

Speaking during a high-level session themed “Financial Centres & the Future of Cross-Border Capital” Akeem Lawal, Managing Director, Payments Processing & Switching (Interswitch Purepay), highlighted the critical factors shaping the next phase of financial integration across Africa.
He noted that while rapid advancements in digital technology have made it possible for capital to move across borders at unprecedented speed, the ultimate destination and impact of such capital flows are determined by trust, robust infrastructure, and strategic collaboration.
According to Lawal, as Africa’s economies continue to digitize and integrate, stakeholders must prioritize building resilient payment systems and fostering partnerships that enhance transparency, interoperability, and shared prosperity.
He emphasized that sustainable growth in cross-border financial flows will depend not only on technological innovation but also on the collective ability of institutions to inspire confidence and enable seamless transactions at scale.
Throughout the forum’s engagements, Interswitch, as one of Africa’s leading and pioneering digital technology enablers reiterated its long-standing vision of fostering a prosperous and interconnected Africa. The company continues to champion the development of a secure, technologically advanced digital payments ecosystem designed to connect and empower individuals, businesses, governments, and communities across the continent.
Participation at the Inclusive Fintech Forum underscores Interswitch’s strategic focus on driving thought leadership, strengthening regional collaboration, and supporting initiatives that accelerate financial inclusion and economic resilience.
As Africa navigates the evolving landscape of digital finance and cross-border commerce, Interswitch remains committed to delivering innovative solutions and partnerships that unlock opportunities for growth and shared value creation.
General News
FCCPC Launches Fuel Price Surveillance, Probes Airline Price Gouging, Resolves N10bn Complaints

In a robust move to shield consumers from opportunistic profiteering, the Federal Competition and Consumer Protection Commission (FCCPC) has rolled out comprehensive nationwide monitoring of fuel prices, zeroing in on petrol marketers amid escalating global hostilities between the United States, Israel, and Iran that threaten to jolt Nigeria’s volatile petroleum market.

FCCPC
Executive Vice Chairman and Chief Executive Officer Tunji Bello unveiled this proactive strategy during Thursday’s riveting March edition of the Meet the Press briefing at the Presidential Villa, Abuja, underscoring the profound, cascading implications of any petrol price uptick on everyday essentials from transportation to foodstuffs.
“We are presently monitoring the situation now, the effect of the US, Israeli, Iran war as it affects prices in Nigeria. Petrol has far-reaching effects on some of the things we eat or take daily,” Bello articulated, revealing the deployment of dedicated monitors empowered to interrogate stark pricing anomalies—such as when competitors slash rates by ₦100 or ₦200 per litre, yet outliers stubbornly hold at ₦1,100 to ₦1,500—and seamless collaboration with the Department of Petroleum Resources (DPR) to enforce accountability and deter exploitation.
Turning to the aviation sector, Bello disclosed that FCCPC’s exhaustive probe into yuletide price gouging has pinpointed five to six domestic airlines for collusion, inflating fares from a baseline of ₦145,000-₦150,000 to exorbitant ₦500,000-₦700,000 during the Christmas rush.
“We investigated the airlines during the Christmas period because what we found was that they colluded to fix prices at that time,” he affirmed, confirming the issuance of an investigative report with stern penalties in the offing and directives for refunds of exploited excesses to aggrieved passengers. While withholding names pending finalisation, Bello signalled imminent public disclosure to restore market fairness.
Consumer grievances span critical sectors, with energy topping the list—electricity users railing against persistent metering deficits, inflated estimated billing, and unreliable Band A tariffs promising up to 20 hours daily yet delivering far less—prompting FCCPC to rigorously enforce service-tariff proportionality on distribution companies.
Fintech woes, particularly in online transactions and predatory loan apps, alongside telecom billing disputes, also proliferate, reflecting Nigeria’s deepening digital economy pains.
Bello highlighted FCCPC’s stellar track record, resolving over 9,000 complaints between March and August 2025 and clawing back more than ₦10 billion for victims. “Nigerians sometimes grumble more than they complain. Once you complain, the system generates a code for the complaint, and we can begin to act on it,” he urged, championing formal channels for swift intervention.
The Commission recommitted to dynamic partnerships with consumers, trade associations, and sister regulators, fortifying defences against anti-competitive conduct and embedding consumer rights as the bedrock of Nigeria’s evolving market ecosystem.
This multi-pronged offensive arrives at a pivotal juncture, as geopolitical flux and domestic inflation test regulatory mettle.
General News
Court Freezes Bank Accounts of Petrocam, Founder over Alleged N9Bn Zenith Bank Debt

Federal High Court sitting in Lagos has ordered the freezing of bank accounts belonging to Petrocam Trading Nigeria Limited and Patrick Ilo, its founder, over an alleged N9.05 billion debt.

Patrick Ilo and Petrocam Filling station
Justice Chukwujekwu Aneke of the court granted the interim orders in Suit No: FHC/L/CS/393/2026 which was an ex parte application filed by Zenith Bank to preserve funds allegedly owed by the defendants as of May 31, 2025.
It was gathered that the ex parte motion was argued by Chief A.A. Aribisala (SAN) on behalf of Zenith Bank.
While delivering the ruling on Wednesday, the court restrained the defendants, whether acting by themselves or through agents, privies, or assigns, from withdrawing, transferring, dissipating, or otherwise dealing with funds up to the sum of ₦9,057,511,855.63, pending the hearing and determination of the motion on notice.
“An interim order is hereby granted restraining the defendants/respondents, Petrocam Trading Nigeria Limited and Patrick Ilo, whether by themselves, their agents, privies or assigns, from withdrawing, transferring, dissipating or otherwise dealing with any funds up to the sum of ₦9,057,511,855.63 pending the hearing and determination of the motion on notice,” Justice Aneke ruled.
The court further ordered the freezing of all accounts linked to Bank Verification Number (BVN) 22141926401, which the bank alleged is being used by Ilo to operate Petrocam’s accounts.
In addition, Justice Aneke directed all financial institutions within the jurisdiction of the court to immediately place a lien or “Post-No-Debit” restriction on all accounts associated with the BVN.
According to the order, “All financial institutions within the jurisdiction of this honourable court are hereby directed to place a lien or post-no-debit restriction on all accounts linked to BVN 22141926401 pending further orders of the court.”
The order extends beyond traditional banks to key operators within Nigeria’s electronic payment ecosystem. Among those joined as respondents in the matter are the Nigeria Inter-Bank Settlement System, Interswitch Limited, and Interswitch Financial Inclusion Services Limited.
The court also directed the institutions to disclose the details of all accounts linked to the BVN. Justice Aneke ordered the respondents to file an affidavit of return within seven days, revealing all accounts connected to the BVN, their balances, and the transaction history covering the preceding six months.
Court documents filed in support of the application showed that the credit facility at the centre of the dispute was subject to several pre-disbursement conditions imposed by Zenith Bank.
According to the filings, Petrocam was required to formally accept the facility through its authorised signatories, provide a board resolution approving the loan, and disclose any existing indebtedness to other lenders, including facility limits, outstanding balances, and collateral pledged.
Other conditions included the domiciliation of sales proceeds and Sovereign Debt Note subsidy payments from Oando Plc and Total Nigeria Plc into Petrocam’s account with Zenith Bank.
The company was also required to submit relevant contract agreements for the bank’s approval and provide a five percent counterpart contribution for each transaction, while all required security documentation had to be executed before the facility could be disbursed.
The bank further stated that Petrocam was expected to submit quarterly management accounts within 60 days after the end of each quarter and audited annual financial statements within 120 days.
In addition, Petrocam was required to route all import duty payments and Letters of Credit through its account with Zenith Bank, establish Letters of Credit for petroleum imports, and obtain comprehensive marine insurance naming Zenith Bank as the first loss payee.
Court filings also revealed that General Marine and Oil Services Ltd had been appointed by the bank to monitor petroleum product warehousing at Petrocam’s expense.
The facility agreement further imposed foreign exchange obligations, authorising Zenith Bank to settle maturing Usance obligations at 12 percent interest if Petrocam failed to provide the necessary funds.
The bank maintained that in the event of default, Petrocam would be responsible for all legal, recovery, and ancillary costs arising from enforcement of the facility.
The court also granted Zenith Bank leave to serve the defendants through substituted means.
Justice Aneke ruled that the defendants may be served at their last known address in Victoria Island, Lagos.
The matter has been adjourned to March 17, 2026, for mention.
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