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General News

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

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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.

 


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General News

OSGOF, NASRDA Partner to Boost Geospatial Data, Others

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Office of the Surveyor General of the Federation (OSGOF) and the National Space Research and Development Agency (NASRDA) have pledged to deepen collaboration in key national development areas, including geospatial data infrastructure, satellite technology, communication sector regulation, and population census operations.

OSGOF, NASRDA Partner to Boost Geospatial Data, Others

This was the outcome of a high-level meeting held on Tuesday at the headquarters of OSGOF in Abuja, where Abudulganiyu Adeyemi Adebomehin, surveyor General of the Federation, received Dr. Matthew Adepoju, director general of NASRDA, and his management team.

This was disclosed in a statement issued on Wednesday by Henry David, head, Information and Public Relations, Office of the Surveyor General of the Federation, titled ‘SGOF Pledges To Support NASRDA For Optimal Performance.’

According to the statement, the discussions at the meeting focused on the impact of upstream and downstream operations in Nigeria’s communication sector, challenges of mast proliferation near residential areas, and the broader implications for public health. Both agencies expressed concern over the unregulated installation of communication infrastructure and its potential link to rising cancer rates.

“The downstream sector of communication companies involves placing signal-receiving stations within living communities, which poses significant health risks due to radiation,” the two agencies said in a joint position. “Co-location of infrastructure, as practised in developed countries like the UK and US, should be adopted here to reduce radiation exposure.”

The two agencies called for stronger regulation of telecommunication operators, noting that television and radio signal disruptions—commonplace in Nigeria—are largely due to a lack of oversight, a situation that does not persist in countries with stringent telecom regulations.

Addressing issues of national data management, the agencies stressed the critical need for collaboration with the National Population Commission (NPC) in the upcoming national census. “Without the input of NASRDA and OSGOF, the census will remain speculative,” they jointly noted.

On geospatial data, both parties resolved to work together to strengthen the National Geospatial Data Infrastructure, which they described as vital for national planning and development.

In his remarks, Surveyor General Adebomehin expressed firm support for NASRDA’s initiatives. “I will defend NASRDA to the best of my ability. If you need software engineers, we have capable hands here,” he said. “Keep encouraging your staff. Behind every successful organisation in the world, you will find Nigerians. We are in full support of your mission.”

Adebomehin urged NASRDA to engage the Presidency directly in acquiring high-precision satellite systems. “You need a satellite that can deliver accuracy of less than 10 centimetres,” he said. “This will reduce the government’s losses from MDAs sourcing satellite services externally.”

Duniya Magaji Joseph, director of Geodesy at OSGOF,  called for improved inter-agency collaboration, especially with the military. “Anytime the military collaborates with OSGOF, the outcome is always better,” he said. “We need to overcome the tendency to work in silos driven by funding concerns and instead focus on joint advantages.”

NASRDA’s DG, Dr. Matthew Adepoju, said his agency is working with the Ministry of Steel Development on mineral exploration projects, including the identification of new sites for raw materials such as steel and limestone. He stressed the importance of OSGOF’s technical input in these initiatives.

“We’ve agreed to support the Ministry of Steel Development in identifying new resource locations,” Adepoju said. “But I don’t want NASRDA to go it alone. We want OSGOF fully involved so that roles are clearly defined, and the synergy is more impactful.”

To mark the visit, NASRDA presented symbolic gifts, including a plaque and a vest, to the Surveyor General in appreciation of OSGOF’s commitment to partnership.

The meeting, held in Abuja, concluded with both agencies reaffirming their shared mandate to support national development through technology, data integration, and inter-agency cooperation.

 

 

 


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SEC Insists CBEX Ponzi Remains Banned in Nigeria

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The Securities and Exchange Commission (SEC) has warned investors that Crypto Bridge Exchange (CBEX), operating under the corporate identity of ST Technologies International Ltd, also known as Smart Treasure/Super Technology, remains banned in Nigeria, insisting that it has not been registered by the commission.

SEC’s position followed reports that traders on the controversial CBEX platform are now back and able to access their accounts and trade, with renewed assurance after the digital platform abruptly shut down in April, thereby trapping investors’ funds in excess of N1 trillion.

In a public notice issued on Wednesday, SEC advised the public to refrain from patronising or transacting any investment-related business with CBEX.

However, the commission was silent on what steps it would take against the trading platform and its promoters, having earlier declared that CBEX was not registered or authorised by it to embark on offer investment-related services to the Nigerian public.

The notice read: “The attention of the Securities and Exchange Commission has been drawn to media reports indicating that CBEX (Crypto Bridge Exchange), operating under the corporate identity of ST Technologies International Ltd, also known as Smart Treasure/Super Technology, has resumed operations across Nigeria.

“According to the reports, CBEX promoters are demanding $200 from their subscribers with balances above $1,000, and $100 from those with less than $1,000 balances before withdrawals can be processed.”

The commission stated unequivocally that neither CBEX nor ST Technologies International Ltd (or Smart Treasure/Super Technology) is registered with it or authorized to offer investment-related services to the Nigerian public.

“As a matter of fact, enforcement action has already been initiated against CBEX and its promoters following its previous unauthorized investment activities and the commission is collaborating with relevant law enforcement agencies to properly investigate CBEX/ST Technologies International Ltd and will take appropriate actions in line with the provisions of the Investments and Securities Act 2025.

“The Nigerian public is accordingly advised to refrain from patronising or transacting with CBEX /ST Technologies International Ltd (Smart Treasure or Super Technology) as they risk losing their funds,” it said.

It, therefore, advised the public to verify the registration status of investment platforms via the commission’s dedicated portal before transacting, adding that it remains committed to protecting investors and maintaining market integrity.


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Union Bank’s alpher Initiative Empowers SMEs, Strengthens Nigerian Economy

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Union Bank of Nigeria has reiterated its commitment to entrepreneurship and women’s empowerment through its alpher initiative by sponsoring the Nigerian British Chamber of Commerce (NBCC) Women and Youth Entrepreneurship Development Centre (WYEDC) Cohort 2 Programme, which has graduated 125 entrepreneurs who have benefited from firsthand entrepreneurship training and business grants.

Small and medium-sized enterprises (SMEs) in Nigeria account for more than 50% of industrial employment and contribute approximately 48% to the country’s GDP.

This makes entrepreneurship one of the economy’s building blocks and is a testament to Union Bank’s unwavering dedication to national development in partnership with NBCC.

In her welcome speech, the Director General of NBCC, Dr. Ebere Njoku, reiterated NBCC’s commitment to supporting entrepreneurship, women’s empowerment, and youth empowerment, citing these as catalysts for economic development and sustainability.

She appreciated the sponsors, partners and facilitators who devoted their resources and time to upskilling the participants.

The entrepreneurship initiative stemmed from the visionary goal of Mr. Ray Atelly, President and Chairman of the Council, NBCC, FRPA, to provide entrepreneurship and grant opportunities to Nigerian women and youths.

Mr. Atelly told the graduates in his speech, “This is your chance, make sure you take it. Don’t let any obstacle stop you because there will be many; if you let it stop you, your dreams are not strong enough. You need to keep pushing, someday you will sit at the top of a conglomerate and people will aspire to be like you.”

Also in attendance was the NBCC’s Patron, Senator Akin Odunsi, FRPA, who congratulated the Cohort 2 graduates.

He said, “I encourage all of you not to take the training you have received for granted. Use it as a landmark opportunity to be a beacon of hope to others who look up to you.”

He also urged the Chamber to provide internship opportunities after the six-month entrepreneurship training in organisations for the incoming Cohort 3 and beyond.

He added that the internship experience will give trainees the unique chance to practice what they learned and, in return, benefit the organisations from their acquired skills.

The goodwill message at the graduation ceremony was delivered on behalf of Mrs. Yetunde Oni, Managing Director and Chief Executive Officer of Union Bank of Nigeria, by Mrs. Vivian Imoh-Ita, the Bank’s Head of Retail and SME Business, who appreciated NBCC for the life-transforming training they are providing to the youth and women entrepreneurs.

She further stated, “As a Bank, we understand that when we invest in women and youth entrepreneurs, we are investing in the most powerful catalysts of economic transformation. Through the Bank’s alpher initiative, we have enabled success for women-led businesses. In a volatile economy like Nigeria, the challenges facing entrepreneurs are dynamic and significant. As a Bank, we intend to prove that these barriers are not unconquerable and are growth opportunities.”

Three entrepreneurs, namely Evelyn Ekene Ani of Evani.Ng (First place), Martha Padonu of Beyond Photography (Second place), and Therietta Vershima of La Teriz (Third place) were declared winners of the Union Bank Business Pitch competition held during the graduation ceremony and were rewarded with funding for their businesses.

The Bank’s sponsorship of the training demonstrates its commitment to fostering a vibrant, innovative, and inclusive entrepreneurial ecosystem for women and all individuals.


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